Polimoda Masters in Product Mgmt Final Project

FOOTPRINTS

FOOTPRINTS ANA M. LEVIS

THIS BOOK IS DEDICATED TO: My parents, for always supporting me in my dreams, no matter how crazy they seem; Maria Levis, my sister, my hero, una guerrera (“warrior”), like me, but with different tactics; Friends (old and new) who helped me stay strong and support me through thick and thin; The Clever Media team, for flying solo, and rocking it; The amazing people (and characters) I have met in nine months, who made it what it is..

My professors and advisors in Polimoda, but especially: Veronica, who has held my hand in good and bad, answered texts at inappropriate times/days, and having a magical drawing hand; Claudio, for convincing me this was the right master to pursue; Nicolo, the leather master and business mastermind, “contagious” passion;

for his

Gustavo, che boludo, for loving what he does so much, it made me appreciate chemistry so late in life; Giuseppe Moretti, textile mastermind and devoted teacher, including presenting me to his wife, Simona Pistolesi, who made my idea come to life; Ana M. Levis POLIMODA Master in Fashion Product Management Printed in Florence, Italy

Bini, for showing me that the rtw system is way different than what I expected; Reinout, who through “public speaking techniques” reminded me why I was here, and helped me re-focus on my future; Angelo “Gipetto,” Yolanda, Silvia, Francesca, and Cinzia for bringing so much in so little time;

© June 2019 THANK YOU for your support, belief, but most of all, for helping my Product Management self come to life. #Blessed #GritaAlto

TABLE OF CONTENTS 01 SNEAKERS

11

02 THE INSPIRATION: CHUCKS

19

03 THE MISSONI BRAND

37

04 COLLECTION THEORY

59

05 THE COLLECTION

69

06 APPENDIX

107

07 SOURCES

128

01

SNEAKERS HISTORY The word sneakers is attributed to Henry Nielsen, an advertising professional who popularized the word in the 1970s.

Since Marquis Converse founded his classic company in the 1970s, the shoe transitioned from playground to basketball. Adidas, founded in Germany, introduced leather and rubber to the industry.

The early 1980s saw the emergence of Reebok and PUMA In 1984, Nike created the first Air revolutionizing the industry of sneakers,

Jordan,

In 1986, Run DMC released my A.D.I.D.A.S. In the 1990s, the sub culture of sneakers became a mass market industry.

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ATHLETIC SNEAKERS

GLOSSARY

A sport-inspired shoe that is generally designed for performance, but can also be used as a lifestyle fashion shoe.

Sneaker (or Trainer): Sport-inspired shoe that is generally designed for performance, but can also be used as a lifestyle fashion shoe.

Basketball Shoe: Type of athletic footwear designed for playing basketball. They come in a variety of materials, designs, and ankle heights, providing many options for different playing needs.

Running Shoe: There are different types of running shoes in the market, with different features added to improve running experience.

Chucks: Slang for the Converse Chuck Taylor All Star basketball shoe Colorway: refers to the combination of colors used in a particular release Retro: A shoe that has been re-introduced, sometimes with a few cosmetic differences Collab: The collaboration (marriage of outside artist or designer with a brand Deadstock: Brand new shoe that has never been worn, offered in its original box.

Limited Edition: A shoe produced in limited quantities and only available to selected retailers. Nike calls these “Quickstrikes.”

SIGNATURE SNEAKERS

Source: Fashionary.org 12 • FOOTPRINTS

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SPECIFICATIONS

PATTERN

ANATOMY

EXPLODED VIEW OF TRAINER

Source: Fashionary.org 14 • FOOTPRINTS

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SNEAKER PRODUCTION TYPES OF SHOE CONSTRUCTION VULCANIZED VS COLD-CEMENT Vulcanized Shoe Construction: This process is the classic way to make a sneaker. Given the high temperature required to “vulcanize” the outsole, material options are limited. For example, vulcanized construction cannot include an EVA foam, or plastics, since the high heat will destroy the material(s). Canvas and suede are the common choices.

In this process, the canvas upper receives a pre-wrap, a thin layer of rubber, before the rubber outsole is attached. The pre- wrap and outsole are bonded and these parts of the shoe are heated in a vulcanizing oven at temperatures over 300°F. Once this is complete and the rubber has been cured, the rubber toe cap is trimmed and the outer wrap is applied. Finally, the foxing tape is applied, along with the all star logo, to cover the seams of the outerwrap.

Vulcanized shoes generally hold together better in warmer climates than in colder climates.

Cold Cement Construction: This process allows the use of modern lightweight plastic, foam, and mesh materials, since it uses lower temperatures for bonding. Most high performance shoes are made by the cold cement process.

The main difference between vulcanized and cold cement construction is in the method for attaching the outsole. Cold cement requires the outsole unit to be complete when attached to the upper, while the vulcanized outsole parts are attached to the upper piece by piece.

TYPE OF SOLES EVA: EVA is short for Ethylene Vinyl Acetate, a material that creates a foam, which is the most common foam used for midsoles. It can also be used to create outsoles. The most common are Compression Molded EVA (CMEVA), Injection molded EVA, and EVA Wedge.

Vulcanized: The sole used for vulcanized construction. It is bonded to the upper, and then striped rubber foxing tape wraps them bold.

Rubber cupsole: This is the classic one-piece rubber cupsole.

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02

CONVERSE CHUCKS The Converse Chuck Taylor All Star basketball shoe, called “Chucks,” is the world’s most popular and enduring athletic footwear. They have always been set apart from common or generic athletic shoes.

BRAND IDENTITY Converse shoes are distinguished by a number of features, but mostly the company’s star insignia, which was added as the emblematic patch in 1932. In addition to the patch, the Converse all star logo include the star as well, and is embossed in the back heel of every pair.

Converse are known for appealing to a diverse population of customers. They are commonly used as an athletic shoe, for everyday fashion, and as a form of creative expression.

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HISTORY THE BIRTH OF THE CHUCK TAYLOR ALL STAR The Converse Rubber Shoe Company was founded in 1908 by Marquis Mills Converse in Malden, Massachusetts. The company was a rubber shoe manufacturer, making vulcanized rubber soled footwear for men, women, and children. By 1915, the company began manufacturing vulcanized athletic shoes for tennis and other sports.

In 1917, the Converse All-Star basketball shoe was introduced. Then, in 1921, a basketball player named Charles H. “Chuck” Taylor became a salesman and ambassador promoting these shoes around the United States. In 1932, Taylor’s signature was added to the All-Star patch. From then on, the All-Star

THE BASKETBALL SHOE Basketball gained popularity during the 1950s and 1960s, so Converse focused its marketing and advertising on the sport. In 1962, Philadephia Warriors, WIlt Chamberlain scored 100 points in an NBA game while wearing a pair of Chucks, taking a 169–147 victory over the Knicks.

In the 1970s, Converse purchased the trademark rights to Jack Purcell sneakers from B.F. Goodrich.

However, with new competitors, like Adidas and PUMA, Converse lost market share.

CHUCKS TODAY On July 2003, Nike bought Converse for $309 million. Nike relaunched the brand in 2010, with 1980s revival, also expanding the brand to apparel and others. By November 2012, Converse had disappeared completely from the NBA as most players wearing the brand either left the NBA or switched shoes over a period of a year and a half.

Today, Converse manufactures its products under the Converse Chuck Taylor All-Star, John Varvatos, and Jack Purcell trade names. In addition to apparel and footwear, the company sells other items through retailers in over 160 countries and through approximately 75 companyowned retail stores across the United States, and employed 2,658 in the U.S. in 2015.

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SHOE ANATOMY The basic design of a pair of High-top chucks, from the bottom up, starts with: 1- two rubber out soles with a unique pattern of lines and diamonds 2- these are underneath a half-moon toe caps 3- then two-layer canvas uppers are added 4-a tongue to the outer sole, which features the classic logo.

5- The insole entails a spongy rubber and fabric.

6- All pieces are connected together by the white outer wrap (accented with colored piping) AND a toe guard (with more embedded diamonds and lines).

Each shoe has seven to nine pairs of eyelets for shoe laces, plus two on the inside ankle point for ventilation.

All shoes are finished with double row stitches along the edges, below the eyelets, and in the back heel.

The emblematic “Converse All Star” logo patch, made of thin rubber, is glued on the ankle point (inside side).

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CONVERSE VULCANIZED PROCESS Most Converse classics, including the Converse All Star and the Jack Purcell, are made using the vulcanized shoe making process. The Converse All Star is produced by the “Double Wrap Style Vulcanized” Process.

In the Converse vulcanized shoe making process the soft white rubber shoe outsole parts are attached to the shoe upper before the rubber is heat cured. With the sole parts attached, the entire shoe must be heated in an vulcanizing oven. The shoe is heated to around 170 ̊C – that is over 300 ̊F! The heat required to vulcanize the rubber sole can melt nylon and polyester fabrics.

RAW MATERIALS OF CONVERSE SHOES Converse All Stars must be made of heat-resistant materials like suede, leather, and cotton canvas with metal hardware. This limits the material choices for the Converse footwear designers so they need to be creative. The Converse materials are key to the classic look of the style.

CONVERSE ALL STARS ASSEMBLY The Converse All Star is a double wrap shoe. The first operation is the bonding and trimming of the toe cap part. The upper then receives a pre-wrap before the rubber outsole is attached. The pre-wrap is a thin layer of rubber, tall enough to cover the upper, which wraps down around the bottom edge of the upper. After the pre-wrap and outsole are bonded and the outer wrap is applied, the operation attaches the textured toe foxing tape and rear “license plate” heel logo part. These parts cover the seams of the outer wrap.

VULCANIZE FACTORY EQUIPMENT The vulcanized shoe making process must be done in a specific factory equipped with many special machines. The shoe making equipment required for vulcanizing is very different from the equipment needed to make cold cement shoes. A shoe factory will usually specialize in one process or the other, you will rarely find both vulcanized and cold cement processes inside the same factory.

The upper stitching and construction of a Converse vulcanized shoe is nearly the same as a cold cement shoe. The inside reinforcements for the toe and heel counters are made of thin rubber sheets instead of plastic. Again, due to the high temperature required for the vulcanized rubber, any kind of plastic or PVC logos or trim treatments must be avoided when designing a vulcanized shoe. The lining of Converse shoes are also made from light weight cotton canvas.

While the uppers are being stitched, the rubber components for the vulcanized sole unit must be prepared. The rubber components for vulcanized shoes have a shelf life of only a few days. If the rubber parts are made and set aside the rubber will begin to oxidize, partially cure, and will not properly cure when the shoes are being vulcanized.

PRODUCTION COST The Converse All Start retails from between $39,99 to $79.99. The low cut style is about $8.00 dollars to produce, $2.00 to ship and has an import duty of 12.5%.

Source: Sneakerfactory.net

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STYLES CLASSICS The original Coverse Chucks models were: High-Top Converse: Designed in 1917, the shoes are composed of a rubber sole and canvas upper and were designed to be elite shoes for the professional basketball league.

Low-Top Converse: With the same features of its high-top version, the low cut version was designed in 1957 and is still manufactured today Converse purchase of the Jack Purcell sneakers trademark from B.F. Goodrich was a game-changer for the company, creating the classical model for the industry.

In 2015, Nike launched an improved model of the Chuck Taylor All-Star, the Chuck Taylor II, was released, with the same appearance outside, but incorporating a modern lightweight lunarlon insole. This in part lead to evident changes like the removal of the wrap around strip, premium canvas with higher quality stitching, and a no slip tongue.

COLLABORATIONS Collaborations (aka Collabs) are extremely popular in the Sneaker industry, and Converse has dome them all, and going.

For me, the B.F. Goodrich transtaction also represents the beginning of Converse vision to collaborate with companies that go beyond the shoe or fashion industry. For example, in 2012, Converse decided used expertise of Hanckock, an English leading company in water-proof rubber the production, creating an entirely waterproof pair of version of the Jack Purcell Mid. “Thanks to the upper covered by an external layer of reinforced rubber, and the double system utilizing a zipper (on the outer layer) and laces (for the inner upper),” according to Sneakers Magazine.

From Missoni to Maison Margiela, and Comme des Garçons to Dr Woo and Gap, Converse has collaborated with so many that they even branded it Converse X.

WHICH TAKES US TO 2019.... the Converse & Off-White shoe of 2019, as seen on right.

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THE STYLE FOR ME THE ASSIGNED CHUCKS

DESCRIPTION:

MATERIALS:

High-top textile sneakers color blocked in ‘enamel’ red, white, and ‘Converse’ blue.

Upper: Canvas and Leather

Mod. 191799M236008

Sole: Transparent rubber

Round transparent rubber cap toe.

Synthetic dye

Tonal rope- style lace-up closure.

Customized Adhesive

Eyelet vents and embroidered textile logo patch at inner side.

Polyester and plastic laces

Webbing trim in blue and white at heel.

Hardware: Metal silver-tone eyelets

Transparent rubber midsole in blue featuring logo at heel.

Tonal stitching.

Rubber outsole in ‘Converse’ blue.

MSRP $120 USD

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TECHNICAL SHEETS

TECHNICAL SHEETS

COLORS

PATTERNS

Brand: CONVERSE®/ NIKE

Brand: CONVERSE®/ NIKE

Name: Converse ® Multicolor Transparent Sole Chuck 70s High Sneakers

Name: Converse ® Multicolor Transparent Sole Chuck 70s High Sneakers

Model: 191799M236008

Model: 191799M236008

Style:

Style:

High-top textile sneakers

High-top textile sneakers

Description:

Description:

High-top textile sneakers color blocked in red, white, and blue with transparent rubber midsole in blue.

High-top textile sneakers color blocked in red, white, and blue with transparent rubber midsole in blue.

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TECHNICAL SHEETS

TECHNICAL SHEETS

MATERIALS

ESTIMATED COST

Brand: CONVERSE®/ NIKE

Brand: CONVERSE®/ NIKE

Name: Converse ® Multicolor Transparent Sole Chuck 70s High Sneakers

Name: Converse ® Multicolor Transparent Sole Chuck 70s High Sneakers

Model: 191799M236008

Model: 191799M236008

Style:

Style:

High-top textile sneakers

High-top textile sneakers

Description:

Description:

High-top textile sneakers color blocked in red, white, and blue with transparent rubber midsole in blue.

High-top textile sneakers color blocked in red, white, and blue with transparent rubber midsole in blue.

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03

THE

BRAND HISTORY Missoni is a luxury Italian knitwear brand founded in 1953 by Ottavio and Rosita Missoni. From a small knitwear workshop in Gallarate, Italy, they presented their first collection under the Missoni label in Milan in 1958.

Missoni’s most notable influence in the fashion world came in the 1970s, mostly because of its distinct use of colors and patterns. It became very popular, not only in Europe, but also in the US. In 1998, Rosita Missoni passed the creative director role to her daughter Angela Missoni, and went on to focus more on Missoni Home.

Today, Missoni is strong in the luxury fashion world, and continues with the vast use of its iconic patterns.

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STRATEGY MISSONI BRANDS INCLUDE:

CHANNELS & DISTRIBUTION

M Missoni, introduced in 1998, is a less expensive line manufactured and distributed by Marzotto.

100 Missoni + M Missoni Channels

Missoni Home has its roots in furnishing fabrics produced in 1981 in collaboration with Rosita's family firm.

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30 Missoni Boutiques

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22 Missoni Corners

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35 Missoni M Corner

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13 Missoni M Boutiques

M Missoni & Missoni Department Stores

Missoni Home

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Saks Fifth Avenue

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Missoni Home showroom - New York

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Bergdorf Goodman - Missoni Corner

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Missoni Home showroom - London

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Harrods- London

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Missoni Home showroom - Paris

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El Corte Inglese- Spain

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Missoni Home Showroom- Milano

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La Rinascente (M)

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Spence & Lyda - Australia

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Neiman Marcus-USA (M)

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Attica- Greece (M)

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ABC-Lebanon (M)

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Myer- Australia (M)

LICENSING Missoni Sport, which was initially licensed out, brought inhouse in January 2002, and is now discontinued In November 2005, Missoni and the Rezidor Hotel Group created Hotel Missoni, with plans to have 30 hotels open or in development by 2012. The hotel agreement ceased in 2014 and the Edinburgh hotel has been rebranded as Radisson Collection Edinburgh.

In 2017, Missoni Baia, Missoni’s first venture into residential real estate development, broke ground in Miami, Florida. The 249 unit complex will be completed by the end of 2020.

Safilo and Italian fashion brand Missoni have announced their new five-year global eyewear licensing agreements for Missoni and M Missoni, renewable at the same conditions up to 2029.

The new Missoni and M Missoni eyewear collections is expected to launch in January 2020.

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BRAND IDENTITY PATTERNS & COLORS “Missoni’s strength in the industry we are in is the fact that it’s identifiable. They have something most people are trying to find, which is instant recognition,” said by Edward Enninful, Editor-inChief of British Vogue. And what makes Missoni SO recognizable is its use of iconic patterns and multicolor. The most iconic one, is the Missoni Zig Zag, which is among Missoni’s brand equity.

Another identifiable pattern is Missoni Flame. Geometrical motifs and flowers are also commonly found.

Color is the life blood of Missoni.” as Tim Blanks, Editor-at-Large of The Business of Fashion well said. It is also a clear choice, since the use of multicolor helps bring the patterns to life.

MATERIALS & FORMS ”Face the work without constraints, without links to pre-established techniques…always leaning something new, but always working on the same basic idea,” was Ottavio’s Philosophy. Ottavio and Rosita Missoni’s focused not only on the art and craft on knit, but the forms that these naturally create. In describing natural fibers, they said that “they breath, they come to life.” And this is in part, why Missoni patterns were born, including the use of color.

ARTISANAL KNIT HERITAGE IDENTIFIABLE USE OF COLOR, PATTERNS, AND TEXTURES HOMAGE TO CULTURES SUPPORT TO CAUSES AND SOCIAL PROJECTS

CRAFT & TECHNIQUE “What Missoni stood for is an incredibly artisanal quality…looks like its made by wonderful little artisanal ladies in villages in Italy, It has a slightly other worldly quality…and it’s easy to forget that when a business is 65 years old…Color is the life blood of Missoni.” – Tim Blanks, Editor-at-Large of The Business of Fashion.

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COLLABORATIONS Missoni collacorations help demonstrate how co-branding strategies can be fesasible for luxury brands, espeically when needing to increase their market reach and visibility. Missoni’s iconic Zig Zag pattern lends itself to collaborate, because it has as much brand recognition as the logo, or more.

The most noteworthy collaborations are below, but Missoni has collab-ed with brands from all levels, from Havainias to Valentino.

MISSONI X CONVERSE

MISSONI X TARGET In September 2011, Missoni partnered with target launching a large mass-market collection that ranged from apparel to home. Missoni benefited from the collaboration from its media coverage, and popularity. Store shelves were cleared in minutes and online sales soared. Within hours, over 40,000 collection items were posted online for sale at inflated prices.

Studies show that Missoi increased its sales and received and the value of the publicity generated at estimated US$100 million. However, the co-branded collaboration also disolved the Missoni a brand to some extent and generated confusion with the Missoni signature line.

The first Missoni x Converse collab was in 2009, when both brands joined to create an exclusive pair of sneakers with iconic zig zag print, launched in Spring/Summer 2010. Since then, the brands have done over 8 collaborations.

CSR INITIATIVES MISSONI X MALIBU For various years, Missoni has partnered with Malibu to produce Men’s sandals.

Currently, there is a Sandal available.

2011: Capsule collection whose proceeds helped support families in Ghana through the charity OrphanAid. 2012: Limited Edition Zig Zag loafers for the Small Steps Project, a charity that helps children living on municipal rubbish dumps and landfill sites around the world. The craftsmanship of Cecilia Bringheli’s shoe brand, CB Made in Italy, combined with our unused fabrics and sold through our friends at Muzungu Sisters.

Oct 2017: Jennifer Lopez teams up with Missoni & Saks for Women’s Cancer Research Fund.

Lopez will help promote the $35 limited-edition Missoni tees, and the profits will go to 12 different cancer charities.

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CUSTOMER PROFILE

POSITIONING

I visited the Missoni store in Florence on various occasions. As a result of my primary research, I saw that most people who stopped to look at the window display were older women, approximately age 50 and over. Younger customers passed and looked, but did not stop. Therefore, I identify Missoni’s customer as Generation X and Baby Boomers.

A pricing analysis of Missoni vis a vis its main competitors, I found the Missoni has the lowest average price when it comes to acccesories. Etro and Pucci average price in Accessories is higher than Missoni’s because of their style offerings per category, especially in bags, whereas Missoni only has 2 styles of shoppers, very basic. Prada is the brand with least direct competition against Missoni, in terms of product offerings (focused mainly on bags), brand perception, customer profile, and pricing (the highest).

The current campaign features Super Model, Gisselle Bunchen, who appeals to a younger crowd.

However, I am not sure the brands marketing efforts are being succesful in engaging the desired customer.

It is important to take in consideration that the use of color and recognizable patterns is among the reasons why Missoni is not as top-of-mind as other luxury fashion brands. Most customers tend to favor solid, neutral, and basic colors, which is why carry-overs tend to exist.

However, I feel confident to say that those who know Missoni, know it very well, and love it.

Through secondary research, I conceptualized the Positioning Map below.

See Competitive Pricing Analysis in Appendix.

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PAST COLLECTIONS

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CURRENT COLLECTION SPRING-SUMMER 2019 The Missoni Spring-Summer 2019 Accessories Collection includes the customary category assortment: Shoes, Bags, Hats, Hair Accessories, Scarfs, and Shawls.

ADIDAS X MISONI On April 4, 2019, Missoni launched the Ultraboost Adidas x Missoni Capsule Collection with unisex running sneakers. The collection included one style of running shoes in three colors, full and half sizes from 35 to 45.5, and Retail Price of €250. The Multi-color color sold out online in 1 day, and the other 2 colors in 2 days. After one week, new stock was available online and sold out within one week.

See detailed accessories collection in Missoni SS2019 Merchandising Analysis

MISONI X CASTAÑER On April 4, 2019, Missoni launched the Ultraboost Adidas x Missoni Capsule Collection with unisex running sneakers. The collection included one style of running shoes in three colors, full and half sizes from 35 to 45.5, and Retail Price of €250. The Multi-color color sold out online in 1 day, and the other 2 colors in 2 days. After one week, new stock was available online and sold out within one week.

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MERCHANDISING ANALYSIS: MISSONI SS2019 Brand: Missoni Collection: Accesories Season: Spring Summer 2019

MISSONI SS2019 MERCHANDISING ANALYSIS Mod/Style #

Model (Name & Image)

MUY00030BK00CYS007I

ADIDAS X MISSONI ULTRABOOST (UNISEX)*

Ultraboost CLIMA running shoes in multicolor blaze with contrasting details/ Ultraboost CLIMA running shoes in Maglia fiammata multicolor con dettagli a contrasto. *Una capsule collection di scarpe Ultraboost e abbigliamento sportivo per celebrare l’innovazione e la maestria artigianale di adidas e di Ottavio Missoni, cofondatore di Missoni e campione olimpico.

MUY00029BK00CYS907I

MUY00028BK00CYSM0Q3

MDY00025BK0526SM792

Style Description

Material

Color

100% Polyester

White/ Multicolor

100% Polyester

Black/ Red

100% Polyester

Multicolor

Size (EU) 35

Made in Italy € 245.00 Flatform fabric espadrilles with branded ribbons and slub trim.

As our garments are handmade, there may be minor inconsistencies between them. The garment ordered may therefore differ slightly from that pictured.

100% Textile Fibers

Black/White

36 37 38 39 40 41

MOCCASINS Multicoloured espadrilles with iconic Greek pattern. As our garments are handmade, there may be minor inconsistencies between them.

The garment ordered may therefore differ slightly from that pictured. MADE IN ITALY

100% Textile Fibers

Black/White

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Pointed fabric mule with zigzag patten and rubber sole.

As our garments are handmade, there may be minor inconsistencies between them. The garment ordered may therefore differ slightly from that pictured. MADE IN ITALY

100% Other Fibers

Black/White

Made in Italy €

165.00

Made in Italy €

165.00

36 37 38 39 40 41

SABÓT/ MULES (WOMEN)

MDY00022BR0049SM793

Retail €

35.5 36 36.5 37 37.5 38 38.5 39 39.5 40 40.5 41 41.5 42 42.5 43 43.5 44 44.5 45 45.5

SNEAKERS (WOMEN)

MDY00021BK0531SM780

Country of Origin

Made in Italy € 250.00

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MERCHANDISING ANALYSIS: MISSONI SS2019

MERCHANDISING ANALYSIS: MISSONI SS2019

Brand: Missoni

Brand: Missoni

Collection: Accesories

Collection: Accesories

Season: Spring Summer 2019

Season: Spring Summer 2019

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MERCHANDISING ANALYSIS: MISSONI SS2019

MERCHANDISING ANALYSIS: MISSONI SS2019

Brand: Missoni

Brand: Missoni

Collection: Accesories

Collection: Accesories

Season: Spring Summer 2019

Season: Spring Summer 2019

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FINANCIAL & ECONOMIC OUTLOOK

SWOT

Founded in 1998, the M Missoni brand has a turnover of over 50 million euros and is present in 60 countries worldwide with over 700 points of sale.

This statistic illustrates the turnover of the Italian high-end fashion company Missoni from 2011 to 2017. The company was found by Ottavio and Rosita Missoni and it is well known for its colorful knitwear designs.

Over the survey period, the turnover of the Italian apparel brand Missoni has fluctuated reaching about 59 million euros in the year 2017, a decrease compared to the previous year.

In June 2018, Italian family Missoni sold 41.2 per cent stake in its eponymous fashion business to Italian state-backed private equity group FSI for €70m, to help expand the business and get the company ready for a potential public listing, as part of its strategy to remain competitive in an ever concentrated industry.

In a corporate statement, creative director Angela Missoni said the family will retain a 58.8 percent stake and operational control of the knitwear brand. “The Missoni family struck us for its passion, creative energy and absolute fidelity to the brand’s codes,” FSI CEO Maurizio Tomagnini said when commenting on the deal.

FSI’s entrance in the company’s capital and management team will allow the company founded 65 years ago to look ahead, helping the Missoni’s third generation to “safeguard both our family unity and our brand DNA.” In October 2018, Margherita Missoni was named Creative Director of M Missoni brand.

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04

COLLECTION THEORY For my final project, I propose a sneaker/trainer collection that will allow Missoni to diversify its product offerings, achieve a higher price positioning, and bring alive the technique of knit, which is what they stand for.

WHY

REVIVE ARTISANAL ART OF KNIT TO RECRUIT GAME-CHANGERS

WHAT CLASSIC ARTISANAL HAND-KNITTED SNEAKERS MADE FROM NATURAL FABRICS, DESIGNED TO NATURALLY WRAP YOUR FOOT FOR COMFORTABLE DAILY USE. OUR MISSONI SIGNATURE SOLE HAS A KNITTED PATTERN SO THAT YOU CAN LEAVE YOUR FOOTPRINT EVERYWHERE YOU GO. ■

Classic lifestyle shoe for an informal daily use

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Comfort is given by something light and natural that wraps your foot

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Modern shoe construction changed through knit techniques:

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Knitted fabric as aesthetic added value

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Bring the Knit to life, through 3-D weaves

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Signature Missoni sole with no ergonomics, like Converse

THOSE WHO WANT TO LEAVE A FOOTPRINT WEAR MISSON

HOW

PRODUCT DESIGN ■

Bringing out the craft of knitting with color, textures, forms and shapes of materials

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Revive the FABRIC, The protagonist is the knit

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Knitted fabric as aesthetic added value

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Bring the Knit to life, through 3-D weaves

ENGAGING CUSTOMERS ■

Pinpointing what makes people/cultures special and unique

GIVING VALUE TO THE ARTISANS

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Integrity/Honesty/Authenticity

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Increase financial stability

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Economic Inclusion

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Empowerment FOOTPRINTS • 61

THE IDEAL CUSTOMER DEMOGRAPHICS ■

Men & Women

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Ages 25-45

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Millennials- Generation Y (ages 25-34)

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Generation X (ages 35-45)

■

Mostly Americans but travelers, so spend a lot of their time abroad

■

Supervisor/Managerial occupations and young Professionals

■

Mostly medium and medium-high socioeconomic class

PRIMARY

■

Young, cultural; urban & cosmopolitan

Generation X Men & Women (Ages 35 to 45)

GENERATION SEGMENTS

■

Tendency toward affluence

■

Technological savvy

■

Brand loyalty make them unique characters in the marketplace.

■

Attracted to real-world situations and authenticity.

■

Because older, tend to have more purchasing power.

Generation Y Men & Women (ages 25-34)

PSYCHOGRAPHICS

■

First part of the Millennial Group

■

Have the highest consumption (and digestion) of social media and highly considered to be influencers (virality factor).

■

They are looking for something local, authentic.

■

Mostly USA nationality but travelers, so spend a lot of their time abroad

■

Travelers that seek to learn/live culture

SECONDARY

■

Want to travel and know the world

Generation Z Men and Women (ages 18-25)

■

Like to be different, Boho-chic and/or Hipster style

■

Seek special/unique products & experiences

■

Game-changers, want to create an impact/ leave their footprint

■

Leisure Travelers and Vacationers

■

“Influencers;” people who are influential sources of information used by others as a reference

62 • FOOTPRINTS

■

Millennials from the second tier.

■

They travel and feel like global citizens

■

They value experiences and doing good.

FOOTPRINTS • 63

TARGET PERSONAS

SO WHAT DO SARA, BRANDON, AND MARIA HAVE IN COMMON?

64 • FOOTPRINTS

■

They feel like game-changers and like to show it.

■

They feel like global citizens.

■

They value authentic and unique experiences

■

They travel and seek cultural experiences.

■

Wear products as part of their lifestyle, anytime they can communicate their impact.

FOOTPRINTS • 65

PROPOSED POSITIONING

VALIDATION

Through Missoni Footprint collection, Missoni will introduce new product offerings, increase price range, and compete against more eccentric brands, appealing to a niche market. Therefore, it will be able to increase brand recognition and appeal to a younger customer, looking for unique artisanal products, while feeling good about themselves.

I conducted primary research to validate my analysis of Missoni’s current position and the opportunity for the Missoni Footprint capsule collection, I conducted a survey, targetting the demographics of the Ideal Persona. (See Survey in Appendix)

66 • FOOTPRINTS

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05

THE COLLECTION CLASSIC ARTISANAL HAND-KNITTED SNEAKERS MADE FROM NATURAL FABRICS, DESIGNED TO NATURALLY WRAP YOUR FOOT FOR COMFORTABLE DAILY USE. OUR MISSONI SIGNATURE SOLE HAS A KNITTED PATTERN SO THAT YOU CAN LEAVE YOUR FOOTPRINT EVERYWHERE YOU GO.

68 • FOOTPRINTS

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3D BUSINESS MODEL

MOOD BOARD

TRAVELLERS

LEAVING THEIR MARK

3D KNIT & COLD-CEMENTED

70 • FOOTPRINTS

FOOTPRINTS • 71

COLLECTION

72 • FOOTPRINTS

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COLORS

MATERIALS

Brand:

MISSONI

Season:

FW 2020

Collection:

MISSONI FOOTPRINT

Description: Artisanal hand-knitted trainers made from natural fabrics. Slip on design to naturally wrap your foot for comfortable daily use. Our Missoni signature sole has a knitted pattern so that you can leave YOUR footprint everywhere you go.

LEATHER ■

Lambskin: Used for woven leather straps. Selected because it is light and thin, and for its elastic, form-fitting qualities.

■

Calf: Used for the bottom base of bags because it is thicker & stronger.

Lamb Pigmented Pantone® 19-6050 TCX Eden

Lamb Pigmented Pantone® 16-4535TCX Blue Atoll

Lamb Pigmented Pantone® 19-2524 TCX Dark Purple

Calf Laminated Pantone® 16-0000 TCX Paloma Grey

NATURAL FIBERS ■

Wool, Polyester, Elastan blend yarn, died.

■

Cotton: Used for lining of bags.

Wool, Polyester, Elastan Blend

74 • FOOTPRINTS

FOOTPRINTS • 75

THE MISSONI FOOTPRINT SHOE OUTSOLE DESIGN

STYLES Design: 3 styles of Missoni Iconic ZigZag pattern Colors: Translucent, White ■

White: Embossed color outsole used for styles with solid color straps.

■

Translucent: Outsole with embossed zig zag design

DESCRIPTION Features: ■

Megagrip rubber: Strong grip on wet and dry surfaces

■

Lightness and thinness: Litebase technology reduces the weight (30% lighter) and thickness (50% slimmer) of the rubber sole

■

Sustainable approach: No material’s wastes system

■

Rugged longevity

■

Optimal ground adaptability

■

Impermeability

MATERIALS Silicone Rubber

PRODUCTION Supplier: Vibram S.p.A. will produce a wrapping sole exclusively for Missoni, similar to the Vibram wrap and go sole (see Appendix for details).

The Missoni Footprint collection will be assembled by Cold-Cemented construction (detailed in Chapter 01).

76 • FOOTPRINTS

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TRAINERS

FOOTPRINT 1

FOOTPRINT 1 TRAINERS

Description

Hi-top jersey trainers with zig zag iconic print. Slip-on design with Missoni sole.

Style No.

FP001-B

Material

45% Wool, 40% Polyester, 15% Elastan

Wholesale €

€ 160

Color*

Blue/Multicolor

Retail €

€ 450

Size

36,37,38,39,40,41

Country

Italy

Description

Hi-top jersey trainers with zig zag iconic print. Slip-on design with Missoni sole.

Style No.

FP001-R

Material

45% Wool, 40% Polyester, 15% Elastan

Wholesale €

€ 160

Color*

Red/Multicolor

Retail €

€ 450

Size

36,37,38,39,40,41

Country

Italy

DESCRIPTION: Hi-top jersey trainers with zig zag iconic print.

Slip-on design with round lace embellishment.

Missoni silicone rubber sole: Translucent outsole with embossed zig zag design.

For more details, see “Collection Planning and Evolution” in Appendix.

78 • FOOTPRINTS

*See Colorway for detailed color pantone(s)

FOOTPRINTS • 79

FOOTPRINT 2 DESCRIPTION Hi-top jersey trainers 3D ribbed jersey stripes and u-lace elastic segments.

Slip-on design.

Missoni silicone rubber sole: Translucent outsole with embossed zig zag design

INSPIRATIONS

For more details, see “Collection Planning and Evolution” in Appendix.

80 • FOOTPRINTS

FOOTPRINTS • 81

FOOTPRINT 2 TRAINERS

Description Material

Hi-top jersey trainers with 3D ribbed jersey stripes and elastic segments. Slip-on design with Missoni sole.

45% Wool, 40% Polyester, 15% Elastan

Style No. Wholesale €

FP002-BE

Description

Hi-top jersey trainers with 3D ribbed jersey stripes and elastic segments. Slip-on design with Missoni sole.

Style No.

FP002-LB

€ 190

Material

45% Wool, 40% Polyester, 15% Elastan

Wholesale €

€ 190

Light Blue

Retail €

€ 550

Color*

Beige

Retail €

€ 550

Color*

Size

36, 37, 38, 39, 40, 41, 42, 43, 44, 45

Country

Italy

Size

36, 37, 38, 39, 40, 41

Country

Italy

Description

Hi-top jersey trainers with 3D ribbed jersey stripes and elastic segments. Slip-on design with Missoni sole.

Style No.

FP002-BL

Description

Hi-top jersey trainers with 3D ribbed jersey stripes and elastic segments. Slip-on design with Missoni sole.

Style No.

FP002-GR

Material

45% Wool, 40% Polyester, 15% Elastan

Wholesale €

€ 190

Material

45% Wool, 40% Polyester, 15% Elastan

Wholesale €

€ 190

Color*

Blue

Retail €

€ 550

Color*

Green

Retail €

€ 550

Size

36, 37, 38, 39, 40, 41, 42, 43, 44, 45

Country

Italy

Size

36, 37, 38, 39, 40, 41

Country

Italy

*See Colorway for detailed color pantone(s)

82 • FOOTPRINTS

FOOTPRINTS • 83

FOOTPRINT 3 DESCRIPTION Ankle cut jersey trainers 3D ribbed jersey stripes and u-lace elastic segments.

Slip-on design.

Missoni silicone rubber sole: Translucent outsole with embossed zig zag design

INSPIRATIONS

For more details, see “Collection Planning and Evolution” in Appendix.

84 • FOOTPRINTS

FOOTPRINTS • 85

FOOTPRINT 3 TRAINERS

Description

Ankle cut jersey trainers with 3D ribbed jersey stripes and elastic segments. Slip-on design with Missoni sole.

Style No.

FP003-BE

Description

Ankle cut jersey trainers with 3D ribbed jersey stripes and elastic segments. Slip-on design with Missoni sole.

Style No.

FP003-LB

45% Wool, 40% Polyester, 15% Elastan

Wholesale €

€ 160

Material

45% Wool, 40% Polyester, 15% Elastan

Wholesale €

€ 160

Material

Color

Beige

Retail €

€ 450

Color

Light Blue

Retail €

€ 450

Size

36, 37, 38, 39, 40, 41, 42, 43, 44, 45

Country

Italy

Size

36, 37, 38, 39, 40, 41

Country

Italy

Description

Ankle cut jersey trainers with 3D ribbed jersey stripes and elastic segments. Slip-on design with Missoni sole.

Style No.

FP002-BL

Description

Ankle cut jersey trainers with 3D ribbed jersey stripes and elastic segments. Slip-on design with Missoni sole.

Style No.

FP002-GR

€ 160

Material

45% Wool, 40% Polyester, 15% Elastan

Wholesale €

€ 160

Green

Retail €

€ 450

36, 37, 38, 39, 40, 41

Country

Italy

Material

45% Wool, 40% Polyester, 15% Elastan

Wholesale €

Color

Blue

Retail €

€ 450

Color

Size

36, 37, 38, 39, 40, 41, 42, 43, 44, 45

Country

Italy

Size

*See Colorway for detailed color pantone(s)

86 • FOOTPRINTS

FOOTPRINTS • 87

FOOTPRINT 4 DESCRIPTION Hi-top jersey trainers slip-on design.

Ankle wrap band in knit and lambskin leather.

Press button closure.

Missoni silicone rubber sole: ■

Translucent outsole with embossed zig zag design used for styles FP004K-MC and FP004LGRP .

■

White with embossed color outsole used for styles with solid color straps.

INSPIRATIONS

For more details, see “Collection Planning and Evolution” in Appendix.

88 • FOOTPRINTS

FOOTPRINTS • 89

FOOTPRINT 4 TRAINERS

FOOTPRINT 4 TRAINERS WITH LEATHER

Description

Hi-top jersey trainers with knitted patterned band. Slip-on design with Missoni sole.

Style No.

FP004K-MC

Material

45% Wool, 40% Polyester, 15% Elastan

Wholesale €

€ 141

Color

Multicolor

Retail €

€ 395

Size

36, 37, 38, 39, 40, 41, 42, 43, 44, 45

Country

Italy

Description

Hi-top jersey trainers with leather woven band. Slip-on design with Missoni sole.

Style No.

FP004L-PRL

Material

45% Wool, 40% Viscose, 15% Elastan/ 100% Lambskin

Wholesale €

€ 160

Color

Purple

Retail €

€ 450

Size

36, 37, 38, 39, 40, 41, 42, 43, 44, 45

Country

Italy

Description

Hi-top jersey trainers with leather woven band. Slip-on design with Missoni sole.

Style No.

FP004L-GR

Material

45% Wool, 40% Polyester, 15% Elastan/ 100% Lambskin

Wholesale €

€ 160

Color

Green

Retail €

€ 450

Size

36, 37, 38, 39, 40, 41, 42, 43, 44, 45

Country

Italy

Description

Hi-top jersey trainers with leather woven band. Slip-on design with Missoni sole.

Style No.

FP004L-LB

Material

45% Wool, 40% Polyester, 15% Elastan/ 100% Lambskin

Wholesale €

€ 160

Color

Light Blue

Retail €

€ 450

Size

36, 37, 38, 39, 40, 41, 42, 43, 44, 45

Country

Italy

FOOTPRINT 4 TRAINERS WITH LEATHER

Description

Hi-top jersey trainers with leather woven band. Slip-on design with Missoni sole.

Style No.

FP004L-GRP

Material

45% Wool, 40% Polyester, 15% Elastan/ 100% Lambskin

Wholesale €

€ 160

Color

Green/Purple

Retail €

€ 450

Size

36, 37, 38, 39, 40, 41, 42, 43, 44, 45

Country

Italy

*See Colorway for detailed color pantone(s)

90 • FOOTPRINTS

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FOOTPRINT 5 DESCRIPTION Hi-top jersey trainers.

Slip-on design.

Lambskin leather woven strap that loops into sides of outer sole.

Press button closure.

Missoni silicone rubber sole: ■

Translucent outsole with embossed zig zag design used for style FP005K-MC.

■

White with embossed color outsole used for styles with solid color straps.

INSPIRATION

For more details, see “Collection Planning and Evolution” in Appendix.

92 • FOOTPRINTS

FOOTPRINTS • 93

FOOTPRINT 5 TRAINERS

FOOTPRINT 5 TRAINERS WITH LEATHER

Description

Hi-top jersey trainers with knitted patterned band. Slip-on design with Missoni sole.

Style No.

FP005K-MC

Description

Hi-top jersey trainers with leather woven band. Slip-on design with Missoni sole.

Style No.

FP005L-GR

Material

45% Wool, 40% Polyester, 15% Elastan

Wholesale €

€ 151

Material

45% Wool, 40% Polyester, 15% Elastan/ 100% Lambskin

Wholesale €

€ 160

Color*

Multicolor

Retail €

€ 425

Color*

Green

Retail €

€ 450

Size

36, 37, 38, 39, 40, 41, 42, 43, 44, 45

Country

Italy

Size

36, 37, 38, 39, 40, 41, 42, 43, 44, 45

Country

Italy

FOOTPRINT 5 TRAINERS WITH LEATHER

FOOTPRINT 5 TRAINERS WITH LEATHER

Description

Hi-top jersey trainers with leather woven band. Slip-on design with Missoni sole.

Style No.

FP005L-PRL

Description

Hi-top jersey trainers with leather woven band. Slip-on design with Missoni sole.

Style No.

FP005L-LB

Material

45% Wool, 40% Polyester, 15% Elastan/ 100% Lambskin

Wholesale €

€ 160

Material

45% Wool, 40% Polyester, 15% Elastan/ 100% Lambskin

Wholesale €

€ 160

Color*

Purple

Retail €

€ 450

Color*

Light Blue

Retail €

€ 450

Size

36, 37, 38, 39, 40, 41, 42, 43, 44, 45

Country

Italy

Size

36, 37, 38, 39, 40, 41, 42, 43, 44, 45

Country

Italy

*See Colorway for detailed color pantone(s)

94 • FOOTPRINTS

FOOTPRINTS • 95

FOOTPRINT 6 DESCRIPTION Hi-top jersey trainers.

Slip-on design.

Lambskin leather woven strap that loops into sides of outer sole.

Press button closure.

Missoni silicone rubber sole: Translucent outersole with embossed zig zag design.

INSPIRATIONS

For more details, see “Collection Planning and Evolution” in Appendix.

96 • FOOTPRINTS

FOOTPRINTS • 97

FOOTPRINT 6 TRAINERS

FOOTPRINT 6 TRAINERS WITH LEATHER

Description

Hi-top jersey trainers with knitted patterned band. Slip-on design with Missoni sole.

Style No.

FP006K-MC

Description

Hi-top jersey trainers with braided leather band. Slip-on design with Missoni sole.

Style No.

FP007L-LB

Material

45% Wool, 40% Polyester, 15% Elastan

Wholesale €

€ 151

Material

45% Wool, 40% Polyester, 15% Elastan/ 100% Lambskin

Wholesale €

€ 160

Color*

Multicolor

Retail €

€ 425

Color*

Light Blue

Retail €

€ 450

Size

36, 37, 38, 39, 40, 41, 42, 43, 44, 45

Country

Italy

Size

36, 37, 38, 39, 40, 41, 42, 43, 44, 45

Country

Italy

Description

Hi-top jersey trainers with knitted patterned band. Slip-on design with Missoni sole.

Style No.

FP006K-RV

Description

Hi-top jersey trainers with braided leather band. Slip-on design with Missoni sole.

Style No.

FP007L-WH

Material

45% Wool, 40% Polyester, 15% Elastan

Wholesale €

€ 151

Material

45% Wool, 40% Polyester, 15% Elastan/ 100% Lambskin

Wholesale €

€ 160

Color*

Reverse

Retail €

€ 425

Color*

White

Retail €

€ 450

Size

36, 37, 38, 39, 40, 41, 42, 43, 44, 45

Country

Italy

Size

36, 37, 38, 39, 40, 41, 42, 43, 44, 45

Country

Italy

*See Colorway for detailed Pantone(s)

98 • FOOTPRINTS

FOOTPRINTS • 99

BAGS

TRAVEL DUFFEL BAG

BACKPACK

DESCRIPTION

DESCRIPTION

Travel duffel in jersey knit with iconic zig zag print.

Travel duffel in jersey knit with iconic zig zag print.

Front rectangle pocket with press button closure.

Front rectangle pocket. Press button closures.

Description

Travel duffel bag in jersey knit with iconic zig zag print.Cotton lining.

Style No.

DU001

Material

45% Wool, 40% Polyester, 15% Elastan. 100% Cotton Lining.

Wholesale €

€ 212

Color*

Multicolor

Retail €

€ 595

Size

One Size

Country

Italy

Description

Travel backpack in jersey knit with iconic zig zag print.Cotton lining.

Style No.

BP001

Material

45% Wool, 40% Polyester, 15% Elastan/ 100% Calf Leather. 100% Cotton Lining.

Wholesale €

€ 212

Color*

Multicolor

Retail €

€ 595

Size

One Size

Country

Italy

*See Colorway for detailed color pantone(s) For more details, see “Collection Planning and Evolution” in Appendix.

100 • FOOTPRINTS

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RANGE PLAN

*Cost markup multiplier of 6 and Wholesale markup multiplier of 2.8. Source: Alessandra Ferroni.

102 • FOOTPRINTS

*Cost markup multiplier of 6 and Wholesale markup multiplier of 2.8. Source: Alessandra Ferroni.

FOOTPRINTS • 103

*Cost markup multiplier of 6 and Wholesale markup multiplier of 2.8. Source: Alessandra Ferroni.

104 • FOOTPRINTS

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06 APPENDIX

106 • FOOTPRINTS

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COMPETITIVE PRICING ANALYSIS

108 • FOOTPRINTS

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COLLECTION PLANNING & EVOLUTION

110 • FOOTPRINTS

THE SOLE PRODUCTION AND TECHNOLOGY Supplier: Vibram S.p.A. (Wrapping sole exclusively produed for Missoni)

FOOTPRINTS • 111

THE SOLE

112 • FOOTPRINTS

FOOTPRINTS • 113

114 • FOOTPRINTS

FOOTPRINTS • 115

116 • FOOTPRINTS

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07

SOURCES REFERENCES & CITATIONS “2019 Men’s Furoshiki.” Vibram S.p.A. Accessed 11 May 2019. http://eu.vibram.com/en/shop/ furoshiki/2019-mens-furoshiki/MAD.html, Web. “Accessori da Donna- EmilioPucci.com.” Emilio Pucci S.r.L, Accessed 19 May 2019. https://www. emiliopucci.com/it-it/shopping/woman/accessories “Addidas-Missono.” Missoni S.p.A., 2000-2019. Accessed 29 Apr 2019. https://www.missoni.com/us/ missoni/shopping-page/adidas-missoni_section, Web. All Things Shoes. “Customade Shoemakers - How to make a sneakers shoes.” You Tube. 21 Jun 2013. Accessed 2 May 2019. https://youtu.be/Nvvy4PqexnY, Web. Amodio,K.; Buresti, G.; Celeri, L.; & Mijic, D. Missoni. Italy: Polimoda Master’s in Fashion Marketing & Communication (M-FMC). 2017, Print.

“An Introduction to Thermoforming.” Universal Plastics. 2014. Accessed 30 Apr 2019. https://www. universalplastics.com/wp-content/uploads/2014/03/Intro-to-Thermoforming_vFINALFINAL1.pdf, Web. Being Missoni. Directed by Rugero Gabbai. Produced by Michele Bongiorno. Good Day Films, 2017. Accessed 19 Apr 2019. https://vimeo.com/296371466, Web.

Elliot, Samantha. Knit: Innovations in Fashion, Art, Design. London: Laurence King Publishing, 2015, Print.

“Footwear Special: Goldfoot.” WeAr Global Magazine (Edizione Italiana). Jan 2019: pp125-143.

Print.

Fraser, Kristopher. “Margherita Missoni named creative director of M Missoni brand.”

Fashion United UK. 03 Oct 2018. Accessed 19 Apr 2019. https://fashionunited.uk/news/people/ margherita-missoni-named-creative-director-of-m-missoni-brand/2018100339285. Web. Fursich, Alanna. “Missoni Brand Analysis.” 18 Feb 2017. Prezi. Accessed 19 Apr 2019. https://prezi. com/weojmhkbsfeq/missoni-brand-analysis/, Web. Gonzalez-Rodriguez, Angela. “Missoni sells 41.2 percent stake to investment fund to remain relevant.” Fashion United. 18 Jun 2018. Accessed 19 Apr 2019. https://fashionunited. uk/news/business/missoni-sells-41-2-percent-stake-to-investment-fund-to-remainrelevant/2018061830278, Web. Hain Saric, Iska. “Carbon Lowers Resin Prices for Production-Scale Applications.” Carbon Inc. 12 Nov 2018. Accessed 7 May 2019. https://www.carbon3d.com/news/carbon-lowers-resin-pricesfor-production-scale-applications/, Web. Hedley, L., Luck, E., and Muratovski, Gjoko. “Co-branding Strategies for Luxury Fashion Brands: Missoni for Target.” 24 Jan 2014. Academia.edu. Accessed 19 Apr 2019. https://www.academia. edu/12203272/Co-branding_Strategies_for_Luxury_Fashion_Brands_Missoni_for_Target_ Book_Chapter_, Web. “How Converse All Stars are Made: Vulcanized Process.” Sneakerfactory.net. 17 Oct 2017.

Accessed 15 Mar 2019. https://sneakerfactory.net/sneakers/2017/10/how-converse-all-stars-aremade-vulcanized-process/, Web. ICanMakeShoes. “How to make a sneaker pattern.” You Tube. 2 Nov 2018. Accessed 2 May 2019. https://youtu.be/4vLekNnRDnI, Web. Ingham, Lucy. “Bespoke, eco-friendly, and high performance: The oncoming rise of 3D Printed Shoes. Verdict Media Limited. 26 Apr 2019. Accessed 7 May 2019. https://www.verdict.co.uk/3dprinted-shoes/ Kuittinen, Rikka. Street Craft. London: Thames and Hudson Ltd., 2015. Print.

Cheskin, Melvyn, Sherkin, Kel, and Bates, Barry. The Complete Handbook of Athletic Footwear.

New York: Fairchild Publications, 1987. Print.

Lee, Ruth. Three-Dimensional Textiles. London: Anova Company Books Ltd., 2010, Print.

Choklat, Aki. Footwear Design. London: Laurence King Publishing, 2012, Print.

“M-Missoni.” Missoni S.p.A., 2000-2019. Accessed 19 Apr 2019. https://www.missoni.com/it/mmissoni, Web.

“Collections” Moschino S.p.A., Accessed 19 May 2019. https://www.moschino.com/it_it/moschino. html, Web. “Converse: Unlacing the Life Cycle of an All Star.” AppState.edu. Accessed 11 Mar 2019. http:// appstate.edu/~jansennl/02.lifecycle/lifecycle.html, Web. “Donna.” Missoni S.p.A., 2000-2019. Accessed 19 Apr 2019. https://www.missoni.com/it/donna, Web. Elli, Paola. “Extraordinary Missoni.” Issuu. 25 Mar 2017. Accessed 19 Apr 2019. https://issuu.com/ paolaandreaelli/docs/missoni_proj_final, Web.

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“Men’s Shoes.” ETRO S.p.A., Accessed 19 May 2019. https://www.etro.com/en_it/man/shoes.html Web. “Men’s Bags.” ETRO S.p.A., Accessed 19 May 2019. https://www.etro.com/en_it/man/bags.html, Web. “Missoni Charity Line Launches.” WDD.com. Accessed 19 Apr 2019. https://wwd.com/fashionnews/fashion-scoops/missoni-charity-line-launches-5380390/, Web. Modeclix: Molly Makes a Dress. Directed by Peter Richardson. University of Hertfordshire Digital Hack Lab Film. 2016. Accessed on 4 May 2019. https://www.youtube.com/watch?v=2rXjBc5_ WOc, Web. FOOTPRINTS • 129

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CONTRIBUTORS Bini, Vittorio. “RTW.” Polimoda M-PM 2018.

Bogao, Veronica. “Product Management Lead.” Polimoda M-PM 2018.

Ferroni, Alessandra. “Merchandising.” Polimoda M-PM 2019.

Mocali, Francesca. “Technical Sheets: Accessories” Polimoda M-PM 2019.

Moretti, Giuseppe. “Textile Science Course.” Polimoda M-PM 2018.

Pistolesi, Simona. Owner of M.AR.TE. srl. Prato, Italy.

Sbaraglia, Niccolo. “Leather Product Development.” Polimoda M-PM 2019.

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