MYTHIA
GREEK LEATHER SANDALS
Launch Date: May 26, 2025
Table of Contents
1
Business Overview & Objectives
2
Target Audience Profile
3
Product Strategy & Catalog Organization
4
Theme & Design Recommendations
5
Content Requirements & Development Timeline
6
Technical Setup
7
App Stack & Integrations
8
Pre-Launch Checklist
9
Launch-Day Strategy
10
Post-Launch Optimization & Analytics
11
Timeline & Key Milestones
12
Risks & Mitigation
13
Content Templates
14
Marketing Campaign Components
15
Week-by-Week Action Plan
1. Business Overview & Objectives
Brand Overview
  • Brand Name: Mythia Greek Leather Sandals
  • Product: Premium handcrafted Greek leather sandals
  • USPs: Handcrafted, premium leather, authentic Greek production
  • Price Point: €90-150 per pair
  • Production: Local manufacturing near Kilkis, Greece
  • Inventory Model: Production based on sales with starting inventory in stock
Business Model
  • Primary Channel: Direct-to-consumer via Shopify
  • Geographic Focus:
  • Year 1: Greece only
  • Year 2: Expansion to all Europe via Reinsch fulfillment center in Munich
  • Secondary Channels: Marketplace integration (Skroutz)
Launch Objectives
  • Successfully introduce brand to Greek market by May 26, 2025
  • Establish strong brand identity based on emotional connection campaign
  • Generate initial sales and customer base in Greece
  • Build foundation for European expansion in Year 2
  • Create viral TikTok presence through dance challenge campaign
2. Target Audience Profile
Based on comprehensive market research, we've identified four key customer personas who will be most attracted to Mythia Greek Leather Sandals:
Primary Customer Personas
1. The Conscious Curator (35-45 years)
  • Professional woman with sophisticated taste and disposable income
  • Values quality craftsmanship, authenticity, and sustainability
  • Willing to invest in pieces that tell a story and have cultural significance
  • Appreciates the heritage aspects of handcrafted Greek sandals
  • Connects strongly with your Nostalgia and Calmness campaign themes
  • Shopping behavior: Researches thoroughly, values brand story, less price sensitive
2. The Style Explorer (25-34 years)
  • Fashion-forward woman who values individuality and self-expression
  • Sees footwear as an extension of personal style and identity
  • Influenced by social media but seeks items with uniqueness
  • Appreciates both traditional craftsmanship and modern design
  • Connects with your Rebellion and Fantasy campaign themes
  • Perfect target for your TikTok dance challenge concept
3. The Mindful Traveler (45-55 years)
  • Well-traveled woman with appreciation for cultural experiences
  • Values comfort without sacrificing style
  • Has higher disposable income and willing to invest in quality
  • Appreciates the connection to Greek heritage and craftsmanship
  • Looks for versatile pieces that work in multiple settings
  • Responds to your Freedom and Calmness campaign themes
4. The Sustainable Sophisticate (28-40 years)
  • Environmentally and socially conscious consumer
  • Prioritizes ethical production, local craftsmanship, and sustainable materials
  • Willing to pay premium for products aligned with values
  • Appreciates transparent storytelling about origin and makers
  • Connects with your brand's handcrafted, local production narrative
3. Product Strategy & Catalog Organization
Product Overview
  • Total SKUs: 120 (including all variations)
  • Price range: €90-150
  • Core feature: Handcrafted leather sandals made in Greece
Collection Structure
We recommend organizing your product catalog into these collections to optimize shopper experience:
Primary Collections (Main Navigation)
New Arrivals
Latest styles to highlight freshness
Best Sellers
Popular styles to leverage social proof
Collections by Style
Categorized by design aesthetic:
  • Classic Greek
  • Modern Minimalist
  • Bohemian
  • Statement
Collections by Occasion
Usage-based grouping:
  • Everyday
  • Beach & Resort
  • Evening & Events
  • City Exploration
Secondary Collections (Filter Options)
By Material
Different leather types and treatments
By Color
Neutrals, earth tones, vibrant accents
By Heel Height
Flat, low, medium
By Price
Budget tiers (€90-110, €110-130, €130-150)
Product Page Optimization
Essential Elements:
High-quality photos
Min. 6 angles per product
Lifestyle images
Showing each of the 5 emotional states
Detailed size guide
With EU/US/UK conversions
Material description
Highlighting premium quality
Care instructions
Story element
Connecting to brand heritage
Add-on Recommendations:
  • 360° product viewer for key styles
  • "How it's made" short video clips
  • User-generated content integration
  • "Shop the look" related products
4. Theme & Design Recommendations
Shopify Theme Selection
  • Selected Theme: Pipeline (already purchased)
  • Theme Strengths: Clean aesthetic, excellent product showcase features, mobile optimization
Brand Implementation
Customize Pipeline theme with your brand elements:
Visual Customization
Color Implementation:
  • Primary: Rich Terracotta for accents and CTAs
  • Secondary: Aegean Olive for secondary elements
  • Tertiary: Warm Ivory for backgrounds
  • Text: Deep Graphite
  • Accents: Antique Gold for special elements
Typography Settings:
  • Headings: Your bespoke serif or premium foundry alternative
  • Body text: Clean humanist sans-serif for readability
  • Apply the specified letter spacing and capitalization rules
Pattern & Texture Integration
Subtle meander pattern
As section dividers
Laurel icon
For bullets and decorative elements
Light textures
Leather grain or marble textures for backgrounds
UX/UI Considerations
Homepage Design:
  • Hero slider featuring the 5 emotional campaign themes
  • Clear category navigation emphasizing collections
  • Featured products section with lifestyle context
  • Brand story snippet with link to full About page
  • Instagram feed integration showing lifestyle content
Mobile Experience:
  • Simplified navigation with quick category access
  • Optimized product images for mobile loading
  • Prominent search functionality
  • Easy checkout process optimized for mobile
5. Content Requirements & Development Timeline
The following content must be created for your store launch. Each section includes target completion dates to ensure everything is ready for the May 26th launch.
A. Essential Product Content (Target: May 1-10)
Product Descriptions:
  • Unique description for each product family (15-20 groups)
  • Technical specifications (size range, materials, care)
  • Storytelling element connecting to Greek heritage
  • SEO-optimized with relevant keywords
Product Photography:
  • Studio shots with white background for all 120 SKUs
  • Detail shots highlighting craftsmanship
  • Lifestyle outdoor photography for 15 hero SKUs representing the emotional spectrum
B. Core Store Pages (Target: May 1-15)
  • Homepage - Hero sliders, featured collections, brand intro
  • About Us Page - Brand story, craftsmanship narrative, production process
  • Collections Pages - Structure and descriptions for each collection
  • Contact Page - Contact form, customer service details, shipping information
  • FAQ Page - Common questions about sizing, materials, shipping, returns
C. Policy Pages (Target: May 10-15)
Shipping Policy
Delivery options, timeframes, costs for Greece
Returns & Exchanges
Process, timeframes, conditions
Privacy Policy
GDPR-compliant data handling practices
Terms of Service
Legal terms for website usage and purchasing
D. Marketing Content (Target: May 1-20)
  • Email Templates - Welcome series, post-purchase, promotional
  • Blog Posts - 3-5 initial articles about brand story, craftsmanship, styling tips
  • Social Media Assets - Profile images, cover photos, post templates
  • TikTok Campaign Materials - Dance challenge concept videos, hashtag strategy
Content Development Timeline
6. Technical Setup
A. Domain & SSL
Domain Selection:
  • Recommended primary domain: Mythiagreeksandals.com or Mythia.com
  • Purchase domain through Shopify or connect existing domain
  • Set up 301 redirects for www and non-www versions
SSL Configuration:
  • Enable Shopify's free SSL certificate
  • Verify secure checkout functionality
B. Payment Gateway Setup
Primary Payment Methods:
  • Credit/Debit Cards (Shopify Payments)
  • PayPal
  • Apple Pay
  • Google Pay
Alternative Payments:
  • Klarna (Buy Now, Pay Later option)
Currency Settings:
  • Primary: Euro (€)
  • Display format: €90,00 (European format)
C. Shipping Configuration
Year 1 (Greece Only):
  • Standard shipping (2-3 business days)
  • Express shipping (1 business day)
  • Free shipping threshold: €150
Shipping Rates:
  • Standard: €4.90
  • Express: €9.90
Courier Integration:
  • Box Now integration for pickup points
  • Standard courier service for home delivery
D. Tax Settings
Greece VAT Configuration:
Set tax rate at 24% (current Greek VAT)
Price Display:
Include VAT in displayed prices (tax-inclusive pricing)
Documentation:
Configure tax receipt generation
E. Analytics & Tracking
Essential Tracking Setup:
  • Google Analytics 4 integration
  • Facebook Pixel
  • TikTok Pixel
  • Google Search Console verification
E-commerce Tracking:
  • Enhanced e-commerce events
  • Conversion tracking
  • Product performance metrics
7. App Stack & Integrations
A. Essential Apps (Initial Setup)
B. Future App Considerations (Post-Launch)
C. Integration Requirements
ERP Integration (Soft1):
  • Product sync (inventory, prices)
  • Order export
  • Customer data sync
Marketplace Integration (Skroutz):
  • Product feed setup
  • Inventory sync
  • Order management
Shipping Integration (Box Now):
  • Pickup point selection
  • Shipping label generation
  • Tracking information sync
8. Pre-Launch Checklist
A. Store Functionality (Complete by May 20)
1
Test checkout process
With all payment methods
2
Verify tax calculation accuracy
3
Test shipping calculator
With various addresses
4
Verify mobile responsiveness
On multiple devices
5
Check all page links and navigation
6
Test contact forms and email notifications
7
Verify automatic email sequences
B. Content Review (Complete by May 20)
Proofread all website copy
Check image optimization and loading speed
Verify product information accuracy
Ensure consistent branding throughout site
Review policy pages for legal compliance
Check sizing information and guides
C. Marketing Readiness (Complete by May 22)
Email Marketing:
  • Set up and test email marketing flows
Social Media:
  • Prepare social media content calendar
  • Schedule launch announcements
Influencer Marketing:
  • Brief influencers for TikTok campaign
Paid Advertising:
  • Prepare paid advertising campaigns
  • Test tracking pixels and conversion events
D. Technical SEO (Complete by May 22)
Set up URL structure and redirects
Implement meta titles and descriptions
Create XML sitemap
Set up 404 page
Check website loading speed
Verify mobile optimization
E. Final Approval (Complete by May 24)
  • Stakeholder review of complete store
  • Final testing across devices and browsers
  • Backup of store data
  • Verify analytics are recording correctly
  • Test order process end-to-end with real transaction
9. Launch-Day Strategy
A. Technical Preparation (May 25)
  • Final comprehensive store testing
  • Create complete backup of store data
  • Ensure team members have proper access levels
  • Prepare monitoring dashboard for traffic and sales
  • Have development team on standby for immediate issue resolution
B. Launch Sequence (May 26)
C. Launch Promotions
Opening Offer
10% discount for first 100 orders
Free Shipping
On all orders during launch week
Gift with Purchase
Branded dustbag with every order
Early Bird Special
Special code for email subscribers
Social Media Contest
Share and tag for chance to win
D. Customer Support
  • Live chat hours extended (9 AM - 9 PM) during launch week
  • Dedicated email support team with 2-hour response window
  • FAQ page prominently featured
  • Detailed sizing guide accessible throughout the shopping experience10. Post-Launch Optimization & Analytics
A. Week 1 Analysis (May 27-June 2)
Daily Metrics Review:
  • Sales volume and revenue
  • Traffic by source
  • Conversion rate by channel
  • Average order value
  • Top-selling products
  • Abandoned cart rate
Technical Performance:
  • Website loading speed
  • Error monitoring
  • Payment gateway success rate
  • Mobile vs. desktop usage
B. Week 2-4 Optimization (June 3-23)
Content Refinement:
  • Update product descriptions based on search behavior
  • Enhance top-landing pages
  • Address common customer questions in FAQ
  • Create additional blog content based on interest
Conversion Optimization
Implement A/B testing on key pages
Optimize checkout process based on analytics
Refine email automation based on performance
Adjust paid advertising targeting
C. One-Month Review (June 26)
  • Comprehensive performance analysis
  • Customer feedback compilation
  • Return rate assessment
  • Product performance evaluation
  • Marketing channel effectiveness review
  • Team retrospective on launch success
D. Ongoing Analytics Schedule
11. Timeline & Key Milestones
A. Pre-Launch Phase (April 24-May 25)
B. Launch Phase (May 26-June 9)
C. Post-Launch Phase (June 10-August 31)
12. Risks & Mitigation
A. Technical Risks
B. Operational Risks
C. Marketing Risks
D. Business Risks
13. Content Templates
A. About Us Page Template
Our Story
  • Mythia Greek Leather Sandals was born from a passion for timeless craftsmanship and a deep respect for Greek sandal-making traditions that date back thousands of years.
Our Heritage
In our workshop near Kilkis in northern Greece, skilled artisans create each pair of Mythia sandals by hand, combining age-old techniques with contemporary design sensibilities. Every cut, stitch, and finish represents the meeting of history and modern style.
Our Philosophy
We believe that footwear should be more than merely functional—it should be an extension of your identity and emotional state. Whether you're feeling rebellious, calm, nostalgic, fantastical, or free, Mythia sandals adapt to become part of your personal journey.
Our Commitment
Every pair of Mythia sandals represents our commitment to:
  • Authentic Craftsmanship: Traditional techniques passed down through generations
  • Premium Materials: The finest Greek leather, carefully selected and treated
  • Sustainable Practices: Local production, minimal waste, and ethical labor
  • Timeless Design: Styles that transcend seasonal trends while honoring Greek aesthetic heritage
The Artisans
Meet the master craftspeople who bring Mythia sandals to life. Each artisan specializes in a particular aspect of the sandal-making process, from leather selection to cutting, stitching, and finishing.
[Artisan photos and brief bios]
We invite you to experience the difference that passionate craftsmanship makes with every step you take in your Mythia Greek Leather Sandals.
B. Product Description Template
[Product Name]
[One-line emotional description connecting to one of the campaign themes]
Handcrafted in our workshop near Kilkis, Greece, [Product Name] embodies the perfect balance between traditional Greek craftsmanship and contemporary style. Each pair is meticulously created by our master artisans using premium leather that molds to your feet for exceptional comfort.
Craftsmanship Details
  • Hand-cut from premium Greek leather
  • Traditional [specific technique] stitching for durability
  • Leather footbed that shapes to your feet over time
  • Hand-finished edges and details
  • [Specific unique feature of this style]
Materials
  • Upper: 100% full-grain Greek leather
  • Footbed: Vegetable-tanned leather
  • Outsole: Natural rubber with leather overlay
  • Hardware: [material description]
Fit & Sizing
  • [Specific fit notes for this style]
  • Available in EU sizes 35-42
  • [Width information]
  • See our size guide for detailed measurements
Styling Versatility
[Product Name] transitions effortlessly from [context] to [context], pairing beautifully with [outfit suggestions].
Each pair of Mythia sandals is unique with subtle variations that celebrate their handmade nature. Your sandals will develop a beautiful patina over time, telling the story of your journeys together.
All Mythia sandals come with a protective cotton dustbag for storage and care.
C. Size Guide Template
Finding Your Perfect Fit
At Mythia, we want your sandals to feel like they were made just for you. Use this guide to find your ideal size.
Size Conversion Chart
How to Measure Your Feet
  1. Stand on a piece of paper with your heel against a wall
  1. Mark the longest part of your foot on the paper
  1. Measure the distance from the wall to your mark
  1. Use the foot length in the chart above to find your size
Fit Notes
  • If you're between sizes, we recommend sizing up
  • Our sandals are designed for medium width feet
  • The leather will mold to your feet over time for a custom fit
Style-Specific Notes
[Include any specific fit guidance for different sandal styles]
Still not sure? Contact our customer service team for personalized fit advice.
D. Email Welcome Series Template
Email 1: Welcome & Brand Introduction (Triggered on signup)
Subject: Welcome to Mythia - Where Greek Craftsmanship Meets Personal Style
Email 2: Our Craftsmanship Story (Day 2)
Subject: The Hands That Create Your Mythia Sandals
Email 3: Style Guide & Versatility (Day 4)
Subject: 5 Ways to Style Your Mythia Sandals
Email 4: Special Offer (Day 6)
Subject: A Special Gift for Our New Friends
Email 5: Care Instructions (Post-Purchase)
Subject: Caring for Your Mythia Sandals - Ensure Years of Beauty
14. Marketing Campaign Components
A. TikTok Dance Challenge Campaign
Campaign Tagline: "There's a MYTH that you cannot make this dance with our SANDALS"
Challenge Name: #MythiaDanceMyth or #DanceInMythia
Campaign Structure:
1
Phase 1: Seeding (May 20-25)
  • Partner with 3-5 Greek micro-influencers (dance background)
  • Create initial "myth-busting" videos showing difficult dance moves in Mythia sandals
  • Establish challenge rules and visual style
2
Phase 2: Launch (May 26-June 5)
  • Official challenge announcement coordinated with store launch
  • Daily content from brand account showcasing different sandal styles
  • Influencer push with targeted dance challenges
  • Paid promotion to reach target demographics
3
Phase 3: Community Growth (June 6-20)
  • Feature user submissions on brand channels
  • Weekly "best of" compilations
  • Engagement with participants
  • Contest element with prizes for most creative/impressive videos
Production Requirements:
  • Professional videographer for brand content
  • Clear style guide for consistent visual identity
  • Music selection (licensed or original)
  • Written scripts/scenarios for brand videos
  • Influencer brief with key messaging
B. Emotional Spectrum Campaign
Campaign Concept: "Mythia: Chameleon of Personal Style"
This visual campaign showcases Mythia Greek Sandals as extensions of emotion, identity, and personal style through five distinct emotional themes:
1. Rebellion
  • Visual Aesthetic: Bold, edgy, urban setting with high-contrast photography
  • Styling: Fashion-forward, unexpected pairings, statement accessories
  • Tone: Confident, boundary-pushing, expressive
  • Target Persona: Style Explorer (25-34)
2. Calmness
  • Visual Aesthetic: Serene, nature-infused moments with earthy tones
  • Styling: Relaxed silhouettes, natural fabrics, minimal accessories
  • Tone: Peaceful, mindful, grounded
  • Target Persona: Mindful Traveler (45-55)
3. Nostalgia
  • Visual Aesthetic: Warm, vintage-inspired with golden-hour lighting
  • Styling: Timeless silhouettes, heritage-inspired elements
  • Tone: Sentimental, authentic, timeless
  • Target Persona: Conscious Curator (35-45)
4. Fantasy
  • Visual Aesthetic: Ethereal, surreal visuals blending mythology with modernity
  • Styling: Dramatic, artistic, unexpected combinations
  • Tone: Imaginative, transportive, dreamy
  • Target Persona: Style Explorer (25-34)
5. Freedom
  • Visual Aesthetic: Open landscapes, barefoot elegance, sense of movement
  • Styling: Flowy fabrics, unconstrained silhouettes
  • Tone: Liberating, adventurous, joyful
  • Target Persona: Mindful Traveler (45-55) and Sustainable Sophisticate (28-40)
Implementation Across Channels
  • Website homepage slider featuring all five themes
  • Instagram grid organized by emotional theme (blocks of coordinated content)
  • Email campaigns focusing on one theme per send
  • Blog content exploring each emotional connection
  • In-store displays and packaging elements that reference the emotional spectrum
C. Email Marketing Strategy
List Building Tactics:
Pre-launch landing page
With signup incentive (10% off first order)
Pop-up with discount offer
Exit intent and timed
Social media promotion
Of exclusive content for subscribers
Contest entry
Requiring email signup
Key Email Sequences:
1. Welcome Series (4 emails):
  • Brand introduction and story
  • Craftsmanship highlight
  • Product spotlight
  • First purchase incentive
2. Abandoned Cart (3 emails):
  • Reminder with product image (1 hour after)
  • Social proof and reviews (24 hours after)
  • Limited-time incentive to complete purchase (48 hours after)
3. Post-Purchase (4 emails):
  • Order confirmation
  • Shipping confirmation with tracking
  • Care guide for leather sandals
  • Review request (7 days after delivery)
4. Re-engagement (3 emails):
  • "We miss you" message (30 days inactive)
  • New arrivals or seasonal promotion (45 days inactive)
  • Feedback request with incentive (60 days inactive)
Email Content Calendar (First Month):
15. Week-by-Week Action Plan
This detailed week-by-week plan covers all activities from now (April 24) until your launch day (May 26).
Week 1 (April 24-30): Foundation Setup
Day 1-2: Theme & Store Setup
  • Finalize Pipeline theme purchase and installation
  • Set up Shopify account with Advanced plan
  • Configure basic store settings (currency, language, etc.)
  • Create initial navigation structure
  • Design homepage layout based on emotional spectrum concept
Day 3-4: Product Setup Foundations
  • Create product types and collections structure
  • Set up initial products (10-15 core styles)
  • Configure inventory tracking settings
  • Establish size chart and variant structure
  • Define basic shipping rates for Greece
Day 5-7: Integration Planning
  • Meet with Box Now team for shipping integration requirements
  • Document Soft1 ERP integration specifications
  • Research and select initial app stack
  • Plan Skroutz marketplace integration requirements
  • Define payment gateway setup requirements
Week 2 (May 1-7): Content Development & Core Setup
Content Development:
  • Begin product descriptions for all SKUs
  • Schedule and conduct product photography sessions
  • Draft About Us page content
  • Create sizing guide with detailed measurements
  • Develop care instructions for leather sandals
Technical Setup:
  • Configure payment gateways (credit card, PayPal, Apple Pay, Google Pay)
  • Set up Klarna integration for buy now, pay later
  • Complete tax settings for Greece
  • Configure shipping zones and rates
  • Set up customer accounts and registration process
Marketing Preparations:
  • Create email signup landing page
  • Design email templates for welcome series
  • Set up social media accounts and basic profiles
  • Begin planning TikTok challenge concept videos
  • Draft initial promotional offers for launch
Week 3 (May 8-14): Integration & Extended Setup
Store Enhancements:
  • Complete all product uploads (120 SKUs)
  • Install and configure essential apps
  • Set up product reviews system
  • Create FAQ page content
  • Develop shipping and returns policy pages
Technical Integrations:
  • Complete Box Now shipping integration
  • Begin Soft1 ERP integration process
  • Set up Google Analytics and Facebook Pixel
  • Configure inventory sync settings
  • Test checkout process end-to-end
Marketing Development:
  • Begin influencer outreach for TikTok campaign
  • Create initial social media content calendar
  • Design launch announcement assets
  • Set up email marketing automation flows
  • Develop blog content for initial posts
Week 4 (May 15-21): Testing & Optimization
Quality Assurance:
  • Comprehensive mobile and desktop testing
  • Cross-browser compatibility checks
  • Test all payment methods with real transactions
  • Verify shipping calculations for different locations
  • Check all email automations and notifications
Content Finalization:
  • Complete all product descriptions and images
  • Finalize all policy pages and legal content
  • Complete blog posts for launch period
  • Optimize all pages for SEO
  • Prepare 404 page and search results page
Marketing Finalization:
  • Finalize TikTok challenge assets and briefs
  • Complete email templates and sequences
  • Prepare social media announcement posts
  • Set up Google and social media ad campaigns
  • Finalize launch day promotional offers
Week 5 (May 22-25): Final Preparations
Pre-Launch Checklist:
  • Final store review by all team members
  • Complete backup of all store data
  • Test site speed and optimize if needed
  • Verify all integrations are functioning
  • Ensure inventory counts are accurate
Marketing Launch Prep:
  • Brief all influencers for day-of activities
  • Schedule social media announcements
  • Prepare email campaigns for sending
  • Set up advertising campaigns for activation
  • Finalize customer support protocols
Team Preparation:
  • Conduct team training on Shopify admin
  • Assign launch day roles and responsibilities
  • Create launch day communication plan
  • Prepare monitoring dashboards
  • Finalize escalation procedures for issues
Launch Day (May 26):
1
8:00 AM
Final pre-launch check
2
9:00 AM
Remove store password protection
3
9:30 AM
Verify store is live and functioning
4
10:00 AM
Send announcement email
5
10:30 AM
Publish social media announcements
6
11:00 AM
Activate advertising campaigns
7
12:00 PM
Launch TikTok challenge
8
2:00-6:00 PM
Monitor performance and address issues
By following this week-by-week plan, your Mythia Greek Leather Sandals store will be fully prepared for a successful launch on May 26, 2025, with all necessary elements in place for a strong market entry.