PRODUCT & SERVICE INNOVATIONS

In order for Manolo Blahnik to effectively enter the Chinese luxury market, we will deliver new product and service innovations to satisfy our complex and elite target consumer. Manolo Blahnik's product and service innovations will differentiate our brand from competitors and assist Manolo Blahnik in building brand equity in China. We believe that this increase brand equity will translate to increase market share and will ultimately improve our bottom line by creating and delivering higher customer value to the Chinese luxury shoe consumer.

Product Innovations

Customized Shoes: Our primary and secondary research proved how the Chinese luxury consumer enjoys being able to personalize their luxury items. Manolo Blahnik has innovated its product to tap into this desire. We will allow the Chinese customers to customize their Manolo Blahnik's, with a name, quote or symbol in the inside arch or the heel. We believe that this feature will connect with the Chinese desire for personalization.
My Manolo: Manolo Blahnik will have a dedicated website where consumers can create their own customized shoes based on a pre-determined outcome of results. Manolo Blahnik will create prearranged products based on shoe materials and colors, further tapping in to the Chinese consumers desire for customization. The Chinese customer can choose their color, material and style to feel as though they are co-creating the product. This innovation allows customers a personal experience curating the shoe while still allowing Manolo Blahnik authority over design material and styles offered.
China Heritage Shoe: Our market research revealed that the Chinese market is demanding a black and red leather luxury shoe with a 5-8cm heel. We would encourage further market research on specific Chinese heritage and cultural designs before deciding on the final design of our limited edition luxury Manolo China shoe. We believe that tailoring shoes to our new market will create a buzz around our entry strategy, while delivering superior value to our customer.

Service Innovations

Free Repairs: Our market research showed that after-sale service for luxury goods in China is particularly weak. Domestic and International Luxury retailers show indifference when products break or need repair. Manolo Blahnik is committed to providing free repairs and valuing each shoe as a handcrafted piece art.
High Vale Customer Care: Manolo Blahnik will offer a home delivery service to all customers. . Repeat and highly valued customers will also be offered the chance to host a Manolo Blahnik branded event in their home, where we will suggest styles and tastes based on their previous orders.
Manolo Blahnik Smartphone App: The Manolo Blahnik smartphone app has several features, including a catalog of our current season’s shoe styles, information about upcoming brand events and the Manolo Blahnik store locator. When the app is opened Manolo Blahnik will use a GPS signal to determine how far you are from our nearest shop. We also send a pop-up message on the phone asking if you're going to come to visit us. If you select yes then app will inform our store that a valued customers is on their way. We use this information to prepare refreshments, shoes and styles tailored to your preferences based on past purchasing information
Manolo Blahnik Extras: The Chinese consumer loves to be offered after service extras, such as little gifts that show our gratitude for your business. As part of our service innovation and entry strategy for China, Manolo Blahnik will provide a customized scarf, selected by Manolo Blahnik himself to be paired with each pair of luxury shoes. In addition, every pair of Manolo Blahnik's will come with a certificate of authenticity signed by Manolo Blahnik and a unique identification number providing recognition of handcrafted European quality. It is these after service extras that differentiate Manolo Blahnik from our luxury shoe competitors.