Milano retail tour, a journey to discover the rules of change

MILANO RETAIL TOUR
A journey to discover the rules of change
The only format aimed at companies to explore emerging
Trends in Milanese and International Retail.
C.So San Gottardo, 18 - 20136 Milano | t. +39 02 97 37 60 45 | info@milanoretailtour.com | www.milanoretailtour.com

The one and only journey does not
consists in seeking new landscapes,
but in having new eyes.
(Marcel Proust)

You and milano retail tour
Who is milano retailtour dedicatedto
How does milano retailtour work?

we believe that inspired people can change the world.
The incentives that participants receive during the Tour fuel their
lateral thinking and creativity, building a sensational creative
potential for the business of the companies in which they
operate.

Milano Retail Tour guides the explorers through an experiential journey to
discover the location of the most innovative retail, to achieve three objectives :
• integrate your company knowledge of contemporary retail business through an
immersion in real life;
• translate new knowledge into ideas to be used in your business (your brand,
your product, your stores);
• associate an effective and fun team building activity to the learning experience.

 Attractiveness
 Brand Storytelling
 Identity
 Aesthetic Codes
 Innovation
 Passion
 Experience
 New Thinking
 Improvement
 Problem Solving
WE TALK ABOUT: YOU BRING HOME:

Milano
Milano is one of the four fashion capitals of the world together
with London, Paris and New York. It hosts the fashion week.
There are 14 fashion schools that attract more than 6,000
students mostly foreigners. In 2015 is planned the
inauguration of the City of Fashion and the Museum of
Fashion.
According to a survey of 2011 by Trip Advisor, the largest travel
review website in the world, Milano was crowned as the
European city with the best trend looking inhabitants, taking
first place in the ranking of the most fashionable cities in
Europe, ahead of Paris.
Milano has also been defined as the third shopping capital of
the world, right behind New York and London, but ahead of
Paris, Dubai and Tokyo, and it has induced a significant
tourism for shopping.

What retail?
Milano Retail Tour is based on a
monographic map of emerging trends
in International retailing, as well as on a
specific database of the Milan retail
scene, consisting of around one
hundred selected and clustered stores.

whattrends?
SuperGreen
Classic Reloaded
Arty
Once upon a time
Luxury WOW
Retro Glamour
Playlife
Randorama
Monomania
Dark Trek
Digitail
SuperTrend

Whatindustries?
 FOOD – it has always been an incubator of new trends...and EXPO
2015 will talk about it a lot!
 DESIGN - Milan and Italy typically offer many tips and successful
examples in its retail.
 FASHION – the capital of the fashion world is constantly a work in
progress in fashion retail , from the temples of luxury to the novelty of
fast fashion.

Whatroutes?
The Tour’s urban routes are designed
with a single selection criterion in mind,
namely to identify places that exemplify
a specific trend and that therefore hold
a special place in the contemporary
social imagination.

Street+class
Milano Retail Tour’s training
approach is based on a dual
outdoor and indoor setting,
in which a first-hand
observation exercise, into
the field, is followed by a
workshop session.
Milano Retail Tour uses a
training approach known as
Research Based Learning,
which is derived from the
well known Learning by
Doing system.

Brief&breakfast
Participants become
ethnographers for a day
since they have to observe
and document everything
they see, driven by an
observation task assigned to
them at the start of the day.

Ethnographer Kit
Participants also have a kit at
their disposal, which will act
as a sort of compass to direct
them through their
exploration.

Let’s go
Retail scene offers a special
view on consumers
mindstyle dynamics because
it gathers and absorbs the
emerging trends. Whether
they are emerging or
mainstyle these trends find a
physical space in which to
display themselves and to
come alive.

Trendwatching
Understanding and mapping
trends means understanding
change and understanding
how the socio-cultural scene is
changing, and with it the
consumer’s desires and
purchasing behaviour.

Travel notes
The fieldwork phase, overseen
by an expert trendwatcher and
with the assistance of the
ethnographer kit provided to
participants, begins with the
allocation of tasks that will
help to direct the participants’
visits and discoveries in every
step of the route.

understand

The final workshop session is
aimed at providing some time
for reflection, where the
experience out in the field can
be shared and discussed
within the group.
workshop

sharing
Workshop - target #1

Local+ global

Wrap up
With the aid of the trainers
(professional trendwatchers
and trend analysts), the
results of the observation
tasks will be analyzed,
converted into interpretation
patterns and diagrams and
finally into multi-level
conceptual maps (text,
graphics and iconographics).

Team building

topics
• Packaging
• Navigability
• Multibranding
• Brand Storytelling
• CRM Evolved
• Digitail
• Specialization
• Customization
• Store Lighting
Together with our clients we have been
exploring:

Guests
• Senior Executives
• Sales managers
• Retail managers
• Marketing managers
• Trade Marketing managers
• Store Design managers
• Visual Brand managers
• Product managers
• Customers
Our clients dedicated their Retail Tours to:

numbers
• 3,5 years
• 25 retail tours (*)
• 360 ethnographers for a day
(*) in March 2013 Paris Retail Tour was added to our offer.
in February 2014 London Retail Tour has been added, too.
in 2015 New York Retail Tour will start!

Top clients

CorsoSanGottardo 18, 20136Milano
Tel.+39 02 97376045
info@milanoretailtour.com
www.milanoretailtour.com
Is abrand owned by Creattivas.r.l.
contacts
We thank Clet Abraham for his “speaking road signs” images.

Milano retail tour, a journey to discover the rules of change

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Milano retail tour, a journey to discover the rules of change