In December 2016, during my third year at Polimoda, the Chinese company NEW BELLE FOOTWEAR (SHENZHEN)CO.,LTD launched a contest for their shoe brand Teenmix, offering the winning team the incredible chance of a direct confront with the real chinese market. The brief consisted of analysing the Chinese market and trends to then develop a capsule collection of 6 pairs of shoes and 2 styles of bag, creating the right communication and marketing strategy to launch it. They paired up in teams, and together we were able to sell two styles to the company, getting a scholarship.
This is our proposal ALTER for Teenmix.
for
We all have ALTER-EGOS living inside us
The traditional Chinese culture like many other cultures expects the youth to behave in a certain way and follow certain ideals which can be very strict, especially for young girls (15-22 years), who in this case were our target client. Through focus groups and interviews we discovered that besides this very conservative education, young girls feel somehow oppressed, often trying to break rules. Somehow the result is compromise between being the perfect child and a little rebel. That's exactly the message we wanted to communicate with our collection: express all your different alter-egos, without denying or hiding any part of your identity.
Customization
Thanks to detachable details the customer can transform the shoes and metaphorically embrace a different alter-ego in every moment of daily life.
Packaging
Multi Visual Campaign integrated with Augmented Reality
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