The Brand & Brand values 02
The Change & Change to Lead 03
Target Group 04
Concept Proposal & Benefits 05
Reason to Believe 08
Innovation Strategy & Business Plan 09-10
Welcome to the future of Filling Pieces.
This is a future where digital and global takes over the world. Emotions and culture
are no longer cultivated and people live separately all around the globe. This
is where Filling Pieces comes in to preserve culture and re-unite people in a world
that is so cut off from the real and physical.
In order for Filling Pieces to thrive in the future market and make a positive change
they must adjust to the advancing technologies, whilst uniting people, adding
value to individuals and keeping cultures alive. In this concept book you will learn
about future possibilities for growth and a potential future concept for Filling Pieces.
You will better understand the future world, target group and concept.
Filling Pieces states that the differences between us as individuals, is what makes
us stronger collectively. They encourage us to stray away from the beaten path
and make our own path beyond the boundaries of society.
Filling Pieces is an affordable luxury sneaker brand. Their goal is to bridge the gap
between all cultures and make luxury affordable for everyone.
Filling Pieces envisions a world where boundaries are transcended and cultures
unite by creativity and diversity.
Filling Pieces Design Classic
The Low Top
The first Filling Pieces shoe designed
by Guillaume Philibert. It is till now
the best seller and the symbol of
affordable premium design.
Will it still be the best seller in 10
years from now?
Bridge gaps by being a significant brand, inspiring creativity and providing quality
products at affordable prices.
Filling Pieces Design Classic
The Low Top
The shoe, part of the FP ‘family’ collection-
products based on fictional
characters (the main character the CEO
mom) - she is metaphorically climbing
mountains everyday - FP thought why
not give her the CEO title.
Inclusivity: providing equal access to opportunities and resources for everyone
Diversity: Embracing others just the way they are, with their culture and traditions
Independence: Embracing independence and encouraging to be independent
Ambition: Drive for what you want to achieve and everyone can achieve what
Creativity: Thinking out of the box, innovative designs and conceptual thinking
Individuality: Everyone should be allowed to be themselves and celebrated for
The world has no non-physical borders, everything happens online. Many jobs
now take place from home. This resulted in people moving all around the globe
from their homes. Many of the world’s richest moved to natural lands, tropical regions
and the poor stayed in the big and empty cities.
Climate change caused many climate refugees who now live in many of the urban
areas. There is a complete disconnect with culture and heritage as everything happens
online now on a global scale. There are barely any physical experiences and
people meet each other online. The world is highly digital and tech focused.
Personal data floats around and there is a lack of trust towards brands and government.
The world has become one big economy. Everything gets transported at super
high speeds and consumers are spoilt for choice. There are not many localised
productions. Brands focus on function and trends rather than individual values
and emotions of customers.
CHANGE TO LEAD
People in 2031 want to preserve their culture, as they lack the grip. People who
struggle the most are climate refugees. They had to move quickly and abruptly.
Some had to leave their family behind or the family got separated geographically.
Heritage and culture is important to individuals and therefore in a world that is
global and high tech, we should preserve it otherwise it gets lost and we can never
retrieve it. It is also important to celebrate one’s life and achievements and having
a personal product with a personal message behind it is very important in a
world that is deprived of it.
The ‘young connoisseurs’ continuously search for a richer meaning in life. They
are millennials between the ages of 23-35. They are digital natives and use social
platforms to share their stories, and make a change in the world. They live far from
home and keep in touch with family through social media, however they feel very
detached. They lack physical connections and the feeling of being in the moment.
They are ambitious and creative achievers. They love travelling, meeting new people
from different backgrounds and cultures. They believe that each person’s story
should be treasured.
When it comes to products and the way they dress, they like the ‘simple but good’
approach. They like quality products for a fair price. They prefer to shop responsibly
and they like to do their research before making a purchase. They look for
products that suit their lifestyle and support their values.
The ‘young connoisseurs’ would love to own a product that tells their story. This
draws power from the government and draws power back towards the person.
Pain: Far away from home, missing physical experiences, unable to escape from
the mundane, too big of a choice
Desire: Brands that speak to them personally, brands that care and support them,
help them understand and show who they are instead of masking it
Tasks/actions/behaviour: They appreciate simplicity, comfort and quality, they are
creative thinkers, they like to preserve their culture and heritage, they like to share
stories and experiences, they like to travel and learn about other cultures
Pain reliever: Something tangible that can help convey feelings and bring back
emotion, re-create a physical experience, piece of home, escapism from the mundane
Benefit generator: Better understanding of oneself and surroundings, reconnection
to feelings and emotions in an ‘Empty online world’, inspires to go on a physical
adventure, recognition in a competitive world, feeling of inclusivity.
TAKING A STAND
INVEST IN VALUABLE
'SIMPLE BUT GOOD
In 2031 people will come from many different places in the world and culture is no
longer preserved. It is important for people to keep their culture and connect with
it personally. It is important for them to remember the physical experiences and
keep the most precious memories close to their hearts.
Sneakers can now be a personal possession with high emotional value. They serve
as a canvas for storytelling. Every time the customer wants to re-live their story or
share it they open the Filling Pieces storytelling app and scan the chips.
By exhibiting customer’s individual designs on FP’s website, the brand helps people
to connect through sharing stories. Many of these stories will be from the previous
world, when nature thrived and many things were accessible. People want
more real stories of real people.
For a young Connoisseur, Filling Pieces brings storytelling sneakers. Filling Pieces
is the only brand that gives you sneakers as a personal possession with high emotional
value so that you can connect with your heritage and culture close to your
heart every second of your day.
In a world deprived of emotions, heritage and social interactions, the story shoe is
a personal product reminding people of who they are. It improves mental health
and re-fuels the emotional state of an individual. People who can’t see their family
or visit their country benefit from this the most. By reconnecting people to their
culture and memories of the physical, customers can create new memories in line
with their purpose and true to oneself.
The chip with the abilities to tell
real stories of people.
The website serves as a space to
customize your Horizon shoe. You
can choose the lifestyle that suits
you best and the website suggests
the best product to fit your lifestyle
needs. You can customize further
by choosing the colours for your
Want to 3D print your HORIZON?
Finally, you get to tell your story,
you can do this through picking an
appointment and uploading photos
of your experiences so Filling
Pieces can provide you with the
best visualization of your experiences.
The customer may also want to
design their own AR filter via the
Filling Pieces HORIZON designer
website. They can use their phone
camera to scan in objects easily.
The chips can be purchased separately
via the main website or the
Filling Pieces storytelling app (New
app is for viewing
stories with the
stories and connecting
making new orders
The app has a
sleep and minimalistic
and is easy to
navigate. To view
the full story you
can hover over
the product from
all sides. This way
you can see the
full story in 3D.
REASON TO BELIEVE
Nano chip technology is an electronic integrated circuit measured in a nanometer
scale only. In 2031 technology is highly advanced and nano chips can contain
a lot of data and are cheap to produce. Until recently, the microscopic transistors
squeezed onto silicon chips have been getting half the size each year. Graphene
and carbon nanotubes could one day replace silicon. They have existing electrical,
mechanical and thermal properties that go much beyond what can be done with
silicon-based devices and IBM has demonstrated a possible route for storing data
on a single atom.
3D printing has been used to produce fully-functional PCBs with unique geometry,
interconnect architecture, and various levels of component embedding. The
ability to 3D print integrated circuits and other semiconductor devices directly
into a PCB allows for various future opportunities in the clothing market. We can
assume that by 2031 chips can also be implemented into 3D printing. In this way
the customer can design their own AR filters and the information will be registered
into the printer so that the product prints with the chips already implemented into
AR technology is advanced and many people specialise in making the experience
as real as possible. Phone in 2031 are highly advanced and portable
how will this work for customer?
In a world where big data is everywhere and there is no privacy, FP offers individuals
to share their story and information with the brand personally, building more
trust with the brand. It puts the individual in control.
With ‘The Storytelling shoe’, one can create their own path and Filling Pieces can
support it. Filling Pieces values culture and heritage and wants to cultivate and
INNOVATION STRATEGY &
Shifting focus off the functional and superficial to something more intimate and personal will
add a new value to the market. In an emotionless and digital world where all data is owned
by the government, Filling Pieces is the only brand that gives people power to own their stories.
Clothes tell stories by default but the innovative aspect of this concept is that the story is
captured in a chip rather than the clothing itself. This means that the story can live on in any
storytelling Filling Pieces clothing through the transfer and implementation of the story chip.
I intend to offer a storytelling nanochip for Filling Pieces shoes and clothing to the ‘Young
Connoisseurs’, so that they will be able to reconnect with their culture wherever they are and
share their story.
Business to consumer, Razor & Blades model
The storytelling shoe is the startup product for the chip (this is how the chip will be introduced
into the market)
The main product is the storytelling chip which can be placed on items from the Storytelling
line. Hence, you cannot put it on any Filling Pieces product.
You can make your purchase online via the customiser page, where you can select and customize
your sneaker. You can sign up for an online appointment where you tell your story
and Filling Pieces AR team designs the filters. Once you have the HORIZON shoe or any other
product from the storytelling line you can purchase the chips separately and add them to
your Filling Pieces products. Considering the future of Filling Pieces they will start producing
more clothing and accesories, hence it is important to keep this in mind for the upcoming
years. Depending on the product the costs will change.
Horizon shoe (storytelling shoe + 1st chip)
Product sold (storytelling shoes) Pieces p/y Price Income Cost Profit Investors 2% Yearly result for Filling Pieces
Amount of shoes sold with one chip 12000 300 3,600,000.0 1,608,000.00 1,992,000.00 39840
Additional chip sold 5,000 40 200,000.0 40,000.00 160,000.00 3200
Amount of products sold 17,000 3,800,000 1,648,000.00 2,152,000.00 43,040.00 2,108,960.00
Costs total (yearly) per shoe
packaging 12,000 1.00
distribution 72,000 6
AR technology (chip) 96,000 8 B2C, D2C, Razor & Blades
production costs 420,000 40 Revenue streams Y1 Y2 Y3
other costs 500,000 41.7 Amount of shoes sold 12000 14000 13000
marketing budget 100,000 8.3 Amount of chips sold 5,000 8,000 9,000
Revenue shoe 3600000 4,200,000.0 3,900,000.0
≈ total costs excluding marketing 96.67 Revenue additional chip 200,000.0 320,000.0 360,000.0
total revenue 3,800,000.0 4,520,000.0 4,260,000.0
mark up 30% cost shoes 1,608,000.0 1,751,000.0 1,679,500.0
mark up value 29 cost chip 40,000.0 64,000.0 72,000.0
Total cost of product 134.00 profit before 3rd party investor pay 2,152,000.0 2,705,000.0 2,508,500.0
added value- idea 203.33 300 investor pay 43,040.0 54,100.0 50,170.0
added value- idea(chip) 32 40 profit 2,108,960.0 2,650,900.0 2,458,330.0
Product sold (chip) Pieces p/y Price Income Cost Profit Investors 2% Yearly result for Filling Pieces
Amount of chips sold 5,000 40 200,000 146,250.0 53,750.0 1,075 52,675.0
Costs total (yearly) per chip
packaging 2,500 0.50
distribution 15,000 3
Design of AR + installation 50,000 10
production costs 175,000 5
marketing budget 100,000 4.0 B2C, Razor & Blades
Revenue streams Y1 Y2 Y3
Amount of chips sold 5,000 8,000 9,000
≈ total costs excluding marketing 22.50 Revenue chip 200,000.0 320,000.0 360,000.0
Cost chip 146,250.0 86,000.0 1,935.0
mark up 30% Pofit before 3rd party investor pay 53,750.0 234,000.0 358,065.0
mark up value 6.75 investor pay 1,075.0 4,680.0 7,161.3
Total cost of product 29.25 Profit 52,675.0 229,320.0 350,903.7
added value- idea 17.50
“Filling Pieces Presents AW20 Editorial ‘Au Revoir’, Shot in Morocco by Miftha Bahardeen.” Numéro Magazine, 4 Nov. 2020, www.numeromag.nl/filling-pieces-presents-aw20-editorial-au-revoir-shot-morocco-miftha-bahardeen.
“Music.” Filling Pieces, www.fillingpieces.com/pages/music.
“Low Top Ripple Nappa All White.” Filling Pieces, www.fillingpieces.com/collections/low-top/products/low-top-ripple-basic-nappa-all-white.
“Carabiner Ankle Boot Black.” Filling Pieces, www.fillingpieces.com/products/carabiner-ankle-boot-black.
source: Pinterest. (2020). Elvira Andujar
Image: Ayala, Adriana, et al. “The World through the Eyes of Alexis Christodoulou.” DesignWanted, 23 Apr. 2020, designwanted.com/architecture/alexis-christodoulou-interview/.
Image: Login • Instagram, www.instagram.com/gregntore/.
Image: Ad Astra Per Aspera by Viet Huynh
“Filling Pieces® Official Webshop.” Filling Pieces, www.fillingpieces.com/.
REASON TO BELIEVE
Cohen, Ziv. “3D Printing Integrated Circuits: What’s Possible Now and in the Future?” Nano Dimension, www.nano-di.com/blog/2019-3d-printing-integratedcircuits-whats-possible-now-and-in-the-future.
Horwitz, Jeremy. “In 2020, Neural Chips Helped Smartphones Finally Eclipse pro Cameras.” VentureBeat, VentureBeat, 17 Nov. 2020, venturebeat.
INNOVATION STRATEGY & BUSINESS PLAN
Image: Sakany, Words by Lois. “Filling Pieces Travels to Madagascar for ‘Let Us Create’ Collection for Spring 2017.” SNOBETTE, 31 Dec. 2016, snobette.
Average split of costs to produce a sneaker:
“How Much Does It Cost to Make a Sneaker?” How Shoes Are Made: The Sneaker Factory, 5 July 2020, www.sneakerfactory.net/2019/05/cost-to-make-asneaker/.
Solereview, et al. “What Does It Cost to Make a Running Shoe?” Solereview, 26 Dec. 2020, www.solereview.com/what-does-it-cost-to-make-a-running-shoe/.
Goetz, Lisa. “The Economics Behind Sneakers (NKE, ADDYY).” Investopedia, Investopedia, 28 Aug. 2020, www.investopedia.com/articles/investing/030716/
Written By Helen Golubeva Helen Golubeva. “Just Do It: What We Can Learn from Nike’s $39B Marketing Strategy.” Single Grain, 7 Nov. 2019, www.singlegrain.
Distribution & packaging costs:
Spolaor, Fernanda. “International Air Freight Services.” Eurosender.com, www.eurosender.com/en/s/services/air-freight.
“How to Ship Shoes.” UPS, www.ups.com/us/en/services/knowledge-center/article.page?kid=art17199047029.
Greasley, Sara, et al. “How Much Does Packaging Cost in 2020?” How to Buy Packaging, 17 Aug. 2020, howtobuypackaging.com/how-much-does-packagingcost/.
Production of sneakers in Portugal:
“‘Made in Portugal’ Is on the Rise.” The Business of Fashion, 12 Jan. 2015, www.businessoffashion.com/community/voices/discussions/does-made-in-matter/
(www.dw.com), Deutsche Welle. “Portuguese Shoes Shine on Global Stage: DW: 13.10.2017.” DW.COM, www.dw.com/en/portuguese-shoes-shine-on-globalstage/a-40799985.
“Responsibility.” Filling Pieces, www.fillingpieces.com/pages/responsibility.
Estimation of sneakers sold per year for Filling Pieces: