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Gensler / Shopping the Globe: Opportunities in International Retail Expansion
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Gensler / Shopping the Globe: Opportunities in International Retail Expansion

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Of the 1 billion new consumers projected by 2025, 600 million will come from newer markets such as China, Mexico, Turkey and South Africa. What do retailers need to be thinking about as they consider ...

Of the 1 billion new consumers projected by 2025, 600 million will come from newer markets such as China, Mexico, Turkey and South Africa. What do retailers need to be thinking about as they consider these vast opportunities?

Gensler and the National Retail Federation hosted this web program in October 2012 to offer trends, statistics and action items to retailers looking to expand their brands in new places. A recording of the program will be available soon through the NRF website.

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Gensler / Shopping the Globe: Opportunities in International Retail Expansion Gensler / Shopping the Globe: Opportunities in International Retail Expansion Presentation Transcript

  • SHOPPING THE GLOBEUnderstanding Opportunitiesfor International Retail Expansion
  • AGENDA1: 2: 3:Introductions Case Studies Q&A & Strategies
  • Irwin Miller Barry Bourbon
  • CANADADevelopedMarkets
  • CANADA FRANCEDevelopedMarkets
  • CANADA GERMANY FRANCEDevelopedMarkets
  • CANADA GERMANY FRANCE ITALYDevelopedMarkets
  • CANADA GERMANY FRANCE ITALY JAPANDevelopedMarkets
  • CANADA GERMANY FRANCE ITALY KOREA JAPANDevelopedMarkets
  • CANADA GERMANY FRANCE ITALY SPAIN KOREA JAPANDevelopedMarkets
  • UNITED CANADA KINGDOM GERMANY FRANCE ITALY SPAIN KOREA JAPANDevelopedMarkets
  • UNITED CANADA KINGDOM GERMANY FRANCE UNITED ITALY SPAIN KOREA JAPAN STATESDevelopedMarkets
  • BRAZILEmergingMarkets
  • CHINA BRAZILEmergingMarkets
  • EGYPT CHINA BRAZILEmergingMarkets
  • EGYPT CHINA INDIA BRAZILEmergingMarkets
  • EGYPT CHINA INDIA BRAZIL MALAYSIAEmergingMarkets
  • EGYPT CHINA MEXICO INDIA BRAZIL MALAYSIAEmergingMarkets
  • RUSSIA EGYPT CHINA MEXICO INDIA BRAZIL MALAYSIAEmergingMarkets
  • RUSSIA EGYPT CHINA MEXICO INDIA BRAZIL MALAYSIA SOUTH AFRICAEmergingMarkets
  • RUSSIA EGYPT CHINA MEXICO THAILAND INDIA BRAZIL MALAYSIA SOUTH AFRICAEmergingMarkets
  • RUSSIA TURKEY EGYPT CHINA MEXICO THAILAND INDIA BRAZIL MALAYSIA SOUTH AFRICAEmergingMarkets
  • 1 BILLION people will ENTER the global consumer class by 2025.Source: McKinsey Global Institute
  • 1 BILLION people will ENTER the global consumer class by 2025. 600 MILLION of them will live in EMERGING markets.Source: McKinsey Global Institute
  • Nielsen, Emerging Markets, Emerging Opportunities, March 2012CONTRIBUTORS TO GROWTH
  • Nielsen, Emerging Markets, Emerging Opportunities, March 2012CONTRIBUTORS TO GROWTH Market Vitality
  • Nielsen, Emerging Markets, Emerging Opportunities, March 2012CONTRIBUTORS TO GROWTH Population Growth Market Vitality
  • Nielsen, Emerging Markets, Emerging Opportunities, March 2012CONTRIBUTORS TO GROWTH Population Growth Product Innovation Market Vitality
  • Nielsen, Emerging Markets, Emerging Opportunities, March 2012CONTRIBUTORS TO GROWTH Middle Class Population Growth Product Innovation Market Vitality
  • Nielsen, Emerging Markets, Emerging Opportunities, March 2012CONTRIBUTORS TO GROWTH Middle Class Population Growth Product Innovation Women Market Consumers Vitality
  • Nielsen, Emerging Markets, Emerging Opportunities, March 2012CONTRIBUTORS TO GROWTH Middle Purchasing Class Power Population Growth Product Innovation Women Market Consumers Vitality
  • Nielsen, Emerging Markets, Emerging Opportunities, March 2012CONTRIBUTORS TO GROWTH Middle Purchasing Class Power Population Growth Product Innovation Women Young Market Consumers Populations Vitality
  • Nielsen, Emerging Markets, Emerging Opportunities, March 2012CONTRIBUTORS TO GROWTH Consumer Connectivity Middle Purchasing Class Power Population Growth Product Innovation Women Young Market Consumers Populations Vitality
  • RULE #1:KNOW YOUR AUDIENCE
  • UNDERSTANDING DIFFERENCES
  • UNDERSTANDING DIFFERENCES
  • UNDERSTANDING DIFFERENCES
  • LAP OF LUXURY
  • LAP OF LUXURY 244,266 VEHICLES SOLD IN CHINA IN SEPTEMBER Source: GM.com
  • RELATIONSHIPS ARE CRITICAL
  • RELATIONSHIPS ARE CRITICALWARM HOSPITALITYAND BUSINESSENTERTAININGARE VITAL
  • RELATIONSHIPS ARE CRITICALWARM HOSPITALITYAND BUSINESSENTERTAININGARE VITALHIERARCHY ISPARAMOUNT
  • RELATIONSHIPS ARE CRITICALWARM HOSPITALITYAND BUSINESSENTERTAININGARE VITALHIERARCHY ISPARAMOUNTEXPECT HARDBARGAINING
  • PERCEPTION OF THE BRAND,PRE- AND POST-OPENING:Professional..................................... + 14%Authentic........................................... + 11%Technical............................................. + 10%High end/premium.................... + 9%Brand/image refresh............... + 21%Source: Nielsen China in-store customer surveysconducted February and April 2012, respectively
  • PERCEPTION OF THE BRAND,PRE- AND POST-OPENING:Professional..................................... + 14%Authentic........................................... + 11%Technical............................................. + 10%High end/premium.................... + 9%Brand/image refresh............... + 21%Source: Nielsen China in-store customer surveysconducted February and April 2012, respectively
  • TOO SEXY
  • TOO SEXY TOO EXPENSIVE
  • TOO SEXY TOO EXPENSIVE TOO D.I.Y.
  • RULE #2: BRING SOMETHINGNEW TO THE MARKET
  • EXPERIMENT WITH DESIGN
  • REVERSE INNOVATION TOTAL MOBILE- CELLULAR SUBSCRIPTIONS REACHED ALMOST 6 BILLION BY THE END OF 2011, CORRESPONDING TO A GLOBAL PENETRATION OF 86% Source: International Telecommunications Union
  • SMARTPHONE SERVICE
  • CREATE A BUZZ
  • SOMETIMES BRINGING SOMETHING NEWMEANS NEW BRANDS
  • I WISH I COULD START FRESH WITHAN ENTIRELY NEW LIFESTYLE.China......................................................... 70%Brazil......................................................... 59%Japan......................................................... 48%UK............................................................... 38%US................................................................ 36%I SOMETIMES FEEL UNCULTURED;I WISH I KNEW MORE ABOUTTHE ARTS, LITERATURE,OTHER COUNTRIES, ETC.China......................................................... 61%Brazil......................................................... 55%Japan......................................................... 53%US................................................................ 31%UK............................................................... 30%Source: EuroRSCG, The New Consumer, June 2010
  • I WISH I COULD START FRESH WITHAN ENTIRELY NEW LIFESTYLE.China......................................................... 70%Brazil......................................................... 59%Japan......................................................... 48%UK............................................................... 38%US................................................................ 36%I SOMETIMES FEEL UNCULTURED;I WISH I KNEW MORE ABOUTTHE ARTS, LITERATURE,OTHER COUNTRIES, ETC.China......................................................... 61%Brazil......................................................... 55%Japan......................................................... 53%US................................................................ 31%UK............................................................... 30%Source: EuroRSCG, The New Consumer, June 2010
  • I WISH I COULD START FRESH WITHAN ENTIRELY NEW LIFESTYLE.China......................................................... 70%Brazil......................................................... 59%Japan......................................................... 48%UK............................................................... 38%US................................................................ 36%I SOMETIMES FEEL UNCULTURED;I WISH I KNEW MORE ABOUTTHE ARTS, LITERATURE,OTHER COUNTRIES, ETC.China......................................................... 61%Brazil......................................................... 55%Japan......................................................... 53%US................................................................ 31%UK............................................................... 30%Source: EuroRSCG, The New Consumer, June 2010
  • RULE #3:FIND THE RIGHT PARTNERS
  • QUALITY CONTROL
  • QUALITY CONTROLMONITOR PROJECTPROGRESS
  • QUALITY CONTROLMONITOR PROJECTPROGRESSSTATE DEFINITIONS OFCONTROL UP FRONT
  • QUALITY CONTROLMONITOR PROJECTPROGRESSSTATE DEFINITIONS OFCONTROL UP FRONTENSURE PROPER BRANDIMPLEMENTATION
  • PROTECTING TRADEMARKS
  • LOCATION, LOCATION, LOCATION
  • OPEN FOR BUSINESS
  • COLLABORATIVE PARTNERSHIPS
  • COLLABORATIVE PARTNERSHIPS
  • PROTECTIONIST PRACTICES
  • TECHNICAL RESERVE
  • RESOURCES:
  • RESOURCES:
  • RESOURCES:
  • RESOURCES:
  • RESOURCES:
  • RULE #4:DON’T LOSE FOCUS ONYOUR HOME MARKET
  • TIMING IS EVERYTHING
  • TIMING IS EVERYTHING“ We had so much to accomplish in the US. We spent the last 10 years repositioning and elevating the brand. It was really important for us to get things right. It was important for us to come [into Asia] in an elegant, calculated way. ” – Jenna Lyons, J.Crew Creative Director
  • EXTENDING THE BRAND
  • EXTENDING THE BRAND
  • EXTENDING THE BRAND
  • MADE FOR ALL
  • MADE FOR ALL
  • MADE FOR ALL
  • THE RULES
  • THE RULES1. KNOW YOUR AUDIENCE
  • THE RULES1. KNOW YOUR AUDIENCE2. BRING SOMETHING NEW TO MARKET
  • THE RULES1. KNOW YOUR AUDIENCE2. BRING SOMETHING NEW TO MARKET3. FIND THE RIGHT PARTNERS
  • THE RULES1. KNOW YOUR AUDIENCE2. BRING SOMETHING NEW TO MARKET3. FIND THE RIGHT PARTNERS4. DON’T LOSE FOCUS ON YOUR HOME MARKET
  • QUESTIONS?
  • Irwin Miller Barry BourbonPrincipal, Gensler Los Angeles Principal, Gensler San Franciscoirwin_miller@gensler.com barry_bourbon@gensler.com+1 (213) 327-3720 + 1 (415) 836-4106