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A sneaker treatment concept book for packaging and in-store communication to reinforce Veja’s message in the sustainable sneaker market

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A sneaker treatment concept book for packaging and in-store communication to reinforce Veja’s message in the sustainable sneaker market

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QUOTES “Veja is leading in the fashionable, sustainable sneaker market. They maintain a no-advertising policy to compensate production costs which are 3-4 times higher than competitors’. In this way they can still compete in price range with the big brands. The main reason for Vejas awareness growth relies on many points of sale worldwide and an accelerating word of mouth from the start in 2000.” “In 2016 I bought a pair of Veja’s V-10 sneakers. It was my most praised shoe by strangers ever. Every other day I was asked which store I got them from. The material and story are impressive but I discovered that actually no-one knows about this background. Sadly, they started breaking down way too soon. The leather became crackled and dried out. When I walked into people wearing the same shoes, there was always this moment of eye contact. ‘Hey, nice shoes!’ And after that the conversation turned into the letdown we both discovered on VEJA’s quality. But one thing all these like-minded shoe lovers (and the Veja-clients I interviewed later) had in common was the unconditional support for the brand. No-one complained about the brand, it was just too bad for both…” “Use Veja drops to make your sneakers last and leave the Amazon in bloom” RESEARCH QUESTION How can VEJA reinforce its message in a growing sustainable sneaker market? SUB QUESTIONS 1. How are competitors entering the market? 2. What is Veja’s brand identity? 3. Who is Veja’s target group? 4. What are trends in the sustainable market? CONCEPT BOOK A sneaker treatment concept book for packaging and in-store communication to reinforce Veja’s message in the sustainable sneaker market.

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OrganisatieHogeschool van Amsterdam
AfdelingMedia, Creatie en Informatie
Jaar2017
TypeBachelorscriptie
TaalEngels

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