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Filippa K - Goto Market Strategy 2016
1. Filippa K
Go-To Market Strategy for Germany
Team:
Katharina Redlefsen, Magnus Hannemann,
Oscar Fernandez, Jacob Claussen, Rolf Martin Falch,
Thassilo Nowacka, Janne Müller-Wieland
4.03.2016
2. ‘As a general rule,
for every two retail stores opened across Europe,
one store has closed down.’
Market Line 2015
3. TODAY’S GOALS
Understand German Retail Market
Check Brand Awareness
Know Market Development Strategy
Find Store Locations
4. AGENDA
1 FILIPPA K
2
3
4
5
6
GLOBAL PEERS
GERMAN RETAIL MARKET
LOCATION ANALYSIS
CUSTOMER POTENTIAL
MARKET DEVELOPMENT STRATEGY7
BENCHMARK SWEDEN
6. FILIPPA K - MISSION & VISION
SUSTAINABILITY AS THE GUIDE TO GRWOTH
“I set out to build a brand with substance and
truth, not dependent on the superficial trends
of the fashion industry.”
Filippa Knutsson
Founder of ‘Filippa K.’
Long Lasting Simplicity
Reducing
Repairing
Reusing
Recycling
Frontrunner
Filippa K – Lease
Secure Labor Standards
Code of Conduct
ELLE Conscious Award
9. TARGET GROUP FOR FILIPPA K
Actively interested in design
Could afford to choose which
brands they bought
Sustainable consumption and tired of
bad choices and wasteful shopping
Desires comfort and doesn't want to be reminded
of their clothes when they´re wearing them
Busy, educated and confident
30-45 years old- at this age a customer has the
buying capacity to choose selectively
Easy, simple, long-lasting fashion
Simplicity as a form of luxury
15. SUSTAINABLE MATERIALS
Tencel fabric
Corozo buttons
RECYCLABLE
TRANSPARENT SUPPLY
CHAIN
MINIMAL USE OF
RESOURCES
MINIMAL WASTE
Optimized sewing patterns
LESS CHEMICALS
MINIMAL EMISSIONS
RESPECT FOR PEOPLE &
ANIMALS
LONG-LASTING DESIGN &
QUALITY
PERFECT FIT & COMFORT
LONG-LASTING SIMPLICITY
SUSTAINABILITY AT FILIPPA K
FRONT RUNNER
17. SUCCESS FACTORS SWEDEN
A BENCHMARK
Scandinavian design tradition
Filippa K as ‘Wonder of Swedish Fashion’
Chain store concept throughout Sweden
Mayor Players in Swedish
Fashion Industry
Issues
Swedish fashion brands present in all Scandinavian markets
Importance of cities as markets
Importance of traveling and the resulting preferences
Potential
Germany and the Netherland are well established markets for Swedish
fashion
Germany is by tradition Sweden largest export country
19. TOTAL APPAREL RETAIL GROWTH
UNTIL 2019
7,4%
GERMANY
Now 58 Bil.€
2019 62,3 Bil.€
Denmark
5,7%
Now 4 Bil.€
2019 4,2 Bil.€
Sweden
Now 6,7 Bil.€
2019 7,0 Bil.€
5,7%
Source: Market Line Research 2015
20. MARKET SEGMENTATION AND
DISTRIBUTION
Womenswear
54,4% Menswear
31,4%
Kidswear
14,3%
Retailers OthersDepartment
Stores
DiscountersSupermarkets
58.6%
26.3%
7.6% 6.5%
0.1%
83.4%
1.4% 4.9% 0.1%
10.2%
Source: Market Line Research 2015
30. People Interviewed: 100
WHICH MEDIA DO YOU USE WHEN IT COMES
TO FASHION?
Magazines 73% | Blogs 52% | Facebook 45% | Pinterest 20% | Twitter 9%Instagram 51% |
37. MULTI-CHANNEL STRATEGY
SALES
Growth in all channels
Hamburg: AEZ / Nikolai Quartier
Online: Control Distribution and Discounts
Focus on boutiques, selected department
stores & CS in Hamburg and Munich1.
2.
Today
Open New
Concept Stores
Berlin
Hamburg - Eppendorf
München
Control Online Sales
Zalando
Filippa K - Shop
Boutiques
Online Boutiques
Go into Multi-
Branded Stores
41. EPPENDORFER BAUM SHOPPING AREA
AS PRIME RETAIL LOCATION
Multi-Branded Retailers
Liedloff
Petra Teufel
Anita Hass
GOSCHE
Paula
Classico
Mili (Nordic Style)
Queen for a Day
Concept Stores
Liebeskind
MAC
Palmers
Source: ESRI / CITY of Hamburg 2015
42. ATTRACTIVE FLOORSPACE WITH HIGH
VISITOR FREQUENCY
4.000€Rent per Month
251m² 138m²
Total Sales Floor
Source: Dannemann Immobilien – 27.02.2016
45. 0 2 4 6 8 10 12 14 16
Quality
Modern
Sustainability
Stylish
Clean
Classic
Simple & Elegant
Scandinavian
What Do You Associate With Filippa K?
People Interviewed: 100
Answered: 41
46. 0 20 40 60 80
Female
Male
Gender
0 10 20 30 40 50 60
20-29
30-39
40 -
Age
People Interviewed: 100
47. 0 5 10 15 20 25 30 35 40 45
No
Yes
Do You Know Filippa K Is Sustainable Oriented?
People Interviewed: 100
Answered: 45
48. 0 2 4 6 8 10 12
Sustainable
Classic
Durable
Simple
Similar
Unknown Brand
Timeless
How Is Filippa K’s Image in Comparison With The Other
Brands?
People Interviewed: 100
Answered: 45
49. 8
20
52
73
51
9
45
0 10 20 30 40 50 60 70 80
Other
Pinterest
Modewebsites / Blogs
Magazine
Instagram
Twitter
Facebook
Which Media Do You Use When It Comes To Fashion?
People Interviewed: 100
50. 0 10 20 30 40 50 60 70
Tiger of Sweden
Kooples
Drykorn
Lala Berlin
Sandro
Acne
Stella McCartney
Filippa K
Do You Know?
People Interviewed: 100
Answered: 86
Editor's Notes
This quote is not only for consideration if we look at Filippa Ks history in Germany
But…. It is also an important factor our later findings.
In other words we could say: What has to be changed to be successful and minimize the risk of failure
Survey
Simple but with crucial outcome to our corporate strategy decisions
Interested in design can afford higher prices wants sustainability = tired of disappointments so to say
Busy, educated, confident = a lot of the products a business clothes 30 – 45 years old = we would say even younger
Easy, simple = what we saw when kathatina presented the look and finally simplicity = we will come back to this point later
All those brands are not only global companies but also competitors in some way, because they sell clothes in the fashion industry
As we saw on the slide before, price and style is a big criteria for the target group
This is why we also have Zara and H&M in there, since the latter is also a Swedish brand !
We put all the brands in the matrix with the axis Price and Style
Of course this classification is highly subjective
But on the other hand we are a group of 7 , male and female, different ages, different jobs, and different income
So we see this as presentable
We choose one brand out of every bubble and compared the assortment of dresses, blouses and knitwear for female and t shirt for male
The key outcome is to point out that Filippa k in comparison to the entire market has a very small product range but is expensive at the same time
We choose one brand out of every bubble and compared the assortment of dresses, blouses and knitwear for female and t shirt for male
The key outcome is to point out that Filippa k in comparison to the entire market has a very small product range but is expensive at the same time
Xample: desses and drykorn
Scandinavian design has a long tradition, mostly furniture and interior design
Minimalistic
Particular color scale
“Cloth that are very characteristic for Scandinavia, “clean”, and “simple” cloth with earth colors
Wide acceptance of chain store concept overall Sweden
Standardization and concentration: Accessible and democratic styles
Filippa K as ‘wonder of Swedish fashion”
Inspiration for many women
Well known female entrepreneur in Skandinavia
Important and famous success story in Sweden for design, fashion and retail
Filippa K. developed her recognition during fashion boom in Sweden
Industry consisted of heap and ‘dirty’ fashion / fast fashion
Filippa K. made her mark as ‘bare foot designer’
Few mayor players in Swedish fashion industry that majority of young designer join
Necessity of low cost development allows little possible grows for progressive designers
Newly designers seldom break through
Population:
Berlin
Hamburg
Munich
Cologne
Frankfurt
Duesseldorf
Population:
Berlin
Hamburg
Munich
Cologne
Frankfurt
Duesseldorf
Disposable Income
National avg. 20,900€/year
ESRI: 2015