Shoes are something clients buy on trust in their own feet.
Clients can't try shoes on through a screen, so they have to trust before they order. Sinh Vũ gives your shoe brand a face people can trust, from the mark on the insole to a box worth keeping.
Three things first: a mark recognizable on the shoe itself, a box and insole that speak for your quality promise, and a clear size chart so clients fear choosing wrong less. Shoes sold online live or die on that fear.
On the tongue, heel, insole and outsole, compact enough yet still recognizable.
A solid box and a nicely printed insole: clients see the brand took care from the moment they open it.
How to measure the foot, a conversion chart, and advice for wide or slim feet, placed right on the page.
All of it is footwear, but clients buy for different reasons, so what the brand has to prove differs too.
Their customersYoung clients who choose by style, price and the feeling of belonging to a group, and often compare with the big brands.
Brand challengeHave a character distinct enough that clients choose a local shoe over a familiar brand.
Their customersWorking clients who buy rarely and choose carefully, valuing the leather, the stitching and durability.
Brand challengeShow craftsmanship and material through close-up photos, the box and the story of how the shoe is made, so clients trust they are getting their money's worth.
Their customersClients who buy a lot, switch by the season and care about comfort underfoot and easy pairing.
Brand challengeA cheaper item still needs its own mark and box, so it doesn't get lost among hundreds of similar styles.
These are the places where shoe brands tend to lose clients, and a beautiful shoe can't save them.
Clients like the style but worry about quality and turn to a foreign brand at the same price.
Show durability with what can be seen: close-ups of the stitching and material, the story of the workshop that makes the shoes.
Start from this problemClients ask about size again and again, and many abandon the cart for fear it won't fit.
A size chart, foot-measuring steps and advice by foot shape, placed neatly beside the buy button, in the brand's voice.
Start from this problemA plain paper box that dents easily, and clients throw it out as soon as the shoes are out.
A box with its own shape, sturdy enough to store the shoes, printed with the mark and care instructions.
Start from this problemShoes shot on a white background from one angle, so clients can't see the cushioning or the stitching.
A photo template of side angles, material close-ups and real wearers, in one lighting.
Start from this problemAt the Buy stage. Clients already like the style but hesitate in front of the size selector; without clear guidance, they abandon the cart.
Touchpoints are the places where clients see, touch or hear about the brand. You don't need to do everything at once. These five touchpoints decide most of a shoe buyer's trust.
It's the first thing clients hold when the order arrives, and they may keep it for years.
Clients see it every time they put the shoes on, so it is the most lasting mark.
They stand in for trying the shoes on before buying.
Decides whether clients dare to order or abandon the cart.
Shows clients the brand cares about their shoes in the long run.
Listed in the order to do them. A new brand can stop at step two or three; a brand with regular clients goes through them all.
Name, mark, color, type and how the mark sits on the tongue, heel and insole.
Shoe box, bag, wrapping paper and shoe care card.
A shoe photo template: side angles, material close-ups, real wearers.
A sales page with a size chart, foot-measuring steps and selection advice.
A campaign template for new collections.
Sinh Vũ hasn't published a footwear project. The two projects below are close on the problem of boxes, die-cut templates and a mark that lives on the product.
A packaged consumer goods portfolio with many lines, all going to shelf from one shared die-cut: Sinh Vũ built the logo system, identity and packaging…
One die-cut template that produces a whole identity system: close to the problem of a box being the face of the brand.
The founder of estilo left a large corporation to open a premium menswear brand, and needed a mark that held its shape whether printed, embroidered or stamped onto material.
Menswear, but the same problem of a mark that lives on the product.
The principles behind it
Usually on the tongue, heel, insole and outsole. The logo has to be reduced to a small symbol that works in those places, so Sinh Vũ tests it at the smallest size before settling it.
Solid, with its own shape, tastefully printed and with room for a shoe care card. A reusable box gets kept, and that box becomes a signboard inside the client's home.
Include step-by-step foot measuring, a conversion chart and advice for wide and slim feet, placed near the buy button and not buried at the bottom of the page.
Show them with what can be seen: close-ups of stitching and material, the story of the workshop, a carefully made box and insole. Avoid vague claims.
Not necessarily. Many shoe brands sell well online, but you should have a clear size chart and an easy-to-understand return policy so clients feel at ease.
Sinh Vũ hasn't published a footwear project. The closest are the die-cut and identity project, and estilo (menswear).
A few lines about your shoe line, your clients and what is holding you back is enough. Sinh Vũ reads it and replies within one working day.