We interviewed 30 recent buyers from Buttero and evaluated on what Buttero stood for them.
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"Your brand is what people say about you when you leave the room.”
That’s how Jeff Bezos, Founder and CEO of Amazon.com, defines company branding.
Each outward ripple reflects the brand perception of Buttero.
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Despite being a high quality shoe, there are certain flaw on the part of the brand. Shoes are heavy and it takes time to break the leather.
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So what we propose is take your most selling model and turn it into a light weight affordable shoe.
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Both of these shoes before they hit the stores were sold out. The prime reason being colored and affordiblity. Every season when Vans x Kenzo releases the shoes people sleep outside the store just to own a pair.
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Buttero originally stood for Texan made high premium cowboy boots. The company was established in the 1980's when western spaghetti were its paramount. Cowboys don't exist any more a new generation has be to target
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So who is the new consumer?
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It was summer when we proposed this concept. What is the best relief when we talk about hot damp summers. A POPSICKLE!
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Imagine yourself visiting Milan during one of the most prestigious fashion events. Its really hot and hear the bells of an ice cream truck.
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To your surprise this truck consists not of the ice creams, but colorful delight of affordable shoes arranged as if they were popsicles! Surprising isn't it.
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Target, such pop up stores during major fashion events in Milan.
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Buttero Le leggere
The Buttero brand embodies what it means to be an Italian company: family owned, with a zest for quality, craftsmenship and a passion for tradition, creativity and authenticity. From shoes, boots and sneakers to sandals, belts and bags, Buttero is one of the best and oldest footwear companies in Italy.
With products made of the nest leather and craftsmanship, Buttero came to Domus Academy’s Business Design Master to help reintroduce the brand itself and to its customers. The company seemed to lack the luster and wanted to innovate while capitalizing on its long-standing traditions and best practices.
