AMANDA SAYERS
STRATEGY & INNOVATION DESIGNER
MELISSA
MOVEMENT
MELISSA SHOES x DOMUS ACADEMY
RETAIL STRATEGY
JULY 2019
Introducing the Melissa Movement where sustainability is our core, design is our voice, collaboration and innovation is our toolbox to love, play, be different, and resist to change. Will you join the movement?
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Our strategy addressed our target consumer’s needs by collaborating with creative activists who embodied the visual style and brand manifesto to create a limited edition product collection sold exclusively by Depop.
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Woohoo! Our pop-up store concept was awarded second place by Melissa Italia!
[Full presentation here]
My Role
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Instagram research & consumer profiling
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Writing catchy text (ex: our manifesto)
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Structured our storytelling
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Presented all concept pitches to the client
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When stuck, always go back to your research
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Macro influencers are losing steam
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Good presentation structures helps get your point across
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Sometimes group work distribution isn’t equal…but you can always make it work!
Learnings
process.
​01 Research​​
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Try the shoes out of course!
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Stare at people’s feet on the metro
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Explore cool retail shops in Milan
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Stalk a lot of instagram profiles.
​02 Define​
Identified our target consumer's main needs like conscious fashion & limited edition products.
​03 Ideate​
Created a lot of moodboards and collected a lot of inspiration images
​04 Prototype & Test​
3D Rendered potential new shoe forms for our capsule collection