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.