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Veja - example of the brand Veja
marketing and markets
EM Lyon Business School
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GROUP 5 - Veja - The “Esplar” shoe
Brice Desarnauts
Leila Haoudi
Noah Caron
Victoire Pouret
1. Client brief
Veja is a French shoe brand created in 2003 by Sébas7en Kopp and François-Ghislain Morillion with the intent of filling a gap in the shoe market by crea7ng an ethical shoe made of recycled materials. At the 7me, there was liHle to no company crea7ng shoes that have such a low impact on the environment (the vegan Dr Marten’s and the recycled Nike and Adidas appeared years later), which helped Veja gain the approval of the increasingly numerous and loyal climate-conscious and environmentalists customers (oPen called “Bobos”).
2. Needs and offering review
The clientele targeted by the Veja Esplar brings together women and men who are mostly between 15 and 40. Most of them are looking for sneakers or city shoes quite classic but which stays in current trends. For that, this model is perfect because the brand chose sober colors that can be worn with all types of ouZit. A part of this market is quite young but also involved in the ecological fight which takes place currently. With their philosophy and the Esplar model, Veja answers perfectly these expecta7ons by
only using biological materials and quite simply with the name « Esplar » which is nothing else than a NGO, which promotes biological agriculture in Brazil, linked to the brand. Finally, this shoe model is suitable for every budget by pricing less than 100€ which is affordable for shoes of this type of quality.
3. Competitor analysis
If a customer is interested only by the looks of the “Esplar” shoe, then Adidas, with its best- selling “Stan Smith” shoe, is Veja’s biggest compe7tor, as they basically share the same aesthe7c as well as the same affordable pricing (compared to most footwear companies’ pricing), with each pair cos7ng roughly 85 dollars. Yet when it comes to the customer demanding an ethically-made and responsible shoe, another brand might be seen as Veja’s compe7tor, despite many accusa7ons of greenwashing: Nike’s “Blazer” shoe is made of recycled materials (cork, suede, leather and cloth) and many of the prints include flowers and leaves, which could speak to Veja’s clientele who may regret the lack of variety of the brand. However, the Nike “Blaker” retails for 110 euros: a consequent difference with Veja’s pricing that benefits the laHer. Veja’s got a great poten7al for growth, though, as people all over the world are becoming more and more aware of climate change and of our planet’s fragility, which might encourage them to buy eco- friendly and transparent products made with care and consciousness, just like the “Esplar” shoe. The brand also has quite a lot of poten7al for innova7on, notably through a focus on variety: if Nike turns out to be one of Veja’s biggest compe7tor, it is because it focuses on diversifying the prints, colors and materials used, whereas Veja offers a lot of models very similar to the “Esplar” shoe, mainly white from the sole to the laces. Therefore, Veja’s poten7al for innova7on is undeniable but not reached yet.
4. Environmental analysis
Veja is a firm whose heart lies on being environmentally and socially conscious. Every part of the produc7on chain - from the coHon and material selected to the work condi7ons of laborers to even the marke7ng of their product - has one goal : fabricate and sell shoes responsibly. Today, more and more people realise that the planet needs saving : that is why this firm is all the more relevant. Youngsters, especially, will buy the “Esplar” shoe to have stylish footwear but also to reduce their carbon footprint. It’s a win-win. Because it’s a responsible firm, all stakeholders are in harmony with the firm’s ac7vity. For instance, legally, Veja is careful to follow every law regarding environmental and social impact, in every country in which they’re implemented. They even have a head start on the legisla7on. Their employees are paid more than the minimum wage.
However, their ac7vity is not without fault. Their website for online shopping has bank partners linked to tax havens. They used to use vegetable leather, however with the increase of cost, they had to change that prac7ce. The biggest thing that needs to change is that this brand is a fast-fashion brand which
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Veja - example of the brand Veja
Matière: marketing and markets
Université: EM Lyon Business School
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