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On April 30th, students of MSc Fashion Marketing, Design and Brand Strategies presented to Edson MATSUO, Creative Director of Melissa Shoes, the results of the work they carried out during the “Melissa Shoe-No-Shoe Project” workshop.

As part of the Melissa Academy, the aim of the workshop was to define a new brand strategy for Melissa in France. The students were guided by Romain LE TIEC (Designer) and Maurizio SERENA (Head of the program) in order to draw their conclusions built on three practical preliminary studies:

  • Definition of the Melissa woman in France, based on a thorough market research and a deep knowledge of the Melissa Brand universe, through research (photos, videos) and interviews
  • Identification of segmentation and targeting plan after defining the behavior of the French woman consumer, her buying patterns as well as her interest for shoes
  • Creation of plastic accessory line (bags, bangles, necklaces, brooches, etc.) providing additional growth leverage to the brand.

Each group defended its project with strong marketing and financial arguments. At the end the presentations, Edson Matsuo said he was impressed by the creativity and the quality of the projects. He even spotted real talents among the students.


Melissa Shoes is a Brazilian brand created in 1971, well-known for its plastic top-of-the-range shoes as well as its co-branding with famous fashion designers such as Karl Lagerfeld, Vivienne Westwood, Jean-Paul Gautier, Humberto and Fernando Campana, etc.

Founded in 2010, Melissa Academy aims to establish a creative collaboration with Fashion and Design schools, with the target of sharing knowledge between Melissa and the participating schools throughout the world.

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