How Cool Brands Stay Hot @ World Retail Congress 2011

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How Cool Brands Stay Hot @ World Retail Congress 2011

  1. 1. //Template 1• Tekst
  2. 2. Usage of mobile phone in buying process “ At a grocery retailer, I am interested in these apps…” 1 Discounts when checking-in 37% 28% 29% 2 Special deals offered 26% 28% 3 Product information via barcodes 28% 23% 4 Payment 21% 23% 5 Augmented reality to try out products 18% 18% 6 Most efficient shopping route 22% 19% 7 Share shopping list 20% 21% 8 Dedicated store web sites 15%Source: MasterCard 2 country study August 2011 –respondents aged 18-30 in UK and GermanyN (Germany) = 290 / N (UK) = 297 / Filter: Only grocery brands and if have mobile phone
  3. 3. Usage of mobile phone in buying process “ At a fashion retailer, I am interested in these apps…” 61% 1 Special deals offered 50% 53% 2 Discounts when checking-in 49% 45% 3 Product information via barcodes 40% 23% 41% 4 Payment 21% 38% 42% 5 Dedicated store web sites 33% 33% 6 Most efficient shopping route 34% 35% 7 Augmented reality to try out products 29% 26% 8 Share shopping list 25%Source: MasterCard 2 country study August 2011 –respondents aged 18-30 in UK and GermanyN (Germany) = 293 / N (UK) = 298 / Filter: Only fashion brands and if have mobile phone
  4. 4. 1. People will appreciate you for it. And they might spend some more money. free Wifi.2. You can welcome your customers.3. People are encouraged to talk about you and your offering.
  5. 5. // I WILL NEVER FORGET THE DAY… Happy Extreme experience (e.g. skydiving, mount climbing) When I was dumped by my partner Graduated Meeting the love of my life Becoming a sport Surprise Death of a person champion N = 40 close to me Happiness Anger My first kiss N = 156 N = 13 Got my driving license When I got in a fight Fear Disgust N = 30 N = 14 New school Sadnes Discovered I had no s real friends when I N = 93 Moved needed them most Encountered aggression Was diagnosed Being dumped by my with a serious boy/girl friend Parents got illness divorcedSource; InSites Consulting 16 country study January 2011 – 4,065 respondents aged 15-25 in USA, UK, Russia, Germany, France, Denmark, Sweden, Netherlands, Belgium, Spain, Italy,Romania, Poland, Brazil, India, and China.
  6. 6. Happy
  7. 7. Source: InSites Consulting 16 country study January 2011 – 4,065 respondents aged 15-25 in USA, UK, Russia, Germany, France,Denmark, Sweden, Netherlands, Belgium, Spain, Italy, Romania, Poland, Brazil, India, and China.
  8. 8. R2=.57 R2=.62 R2=.74InSites Consulting Brand Model tested by path analysis
  9. 9. I have a CRUSH on… H&M Mean Scores In UK and Germany H&M has really positive scores on self-identification, happiness and leverage. 7,5 7,3 7,2 6,8 6,5 6,1 5,9 6,2 6,3 6,3 Brand 7,3 Leverage 7,1N (Germany) = 284 N(UK) = 272// Filter: If know H&M at least reasonably well
  10. 10. I have a CRUSH on… Zara Mean Scores Zara has positive scores (especially in UK), but a lower S & H score in Germany, leading to lower brand leverage! 7,5 7,5 7,3 7,0 7,2 6,7 5,1 5,7 6,1 5,4 Brand 7,2 Leverage 6,9N (Germany) = 158 N(UK) = 208// Filter: If know Zara at least reasonably well
  11. 11. Brand knowledge“Coolest grocery brand is…” Tesco 22 % Rewe 14 % ASDA 13 % Edeka 9% Sainsbury’s 10 % Lidl 8% Waitrose 8% Aldi 7% Morrison’s 4% Kaufland 6% Aldi 1% Real 5%Marks & Spencer 1% Netto 3% Lidl 1% Penny 2% Globus 2% Tegut 1%Source: MasterCard 2 country study August 2011 –respondents aged 18-30 in UK and GermanyN (Germany) = 300 / N (UK) = 302 / Filter: Only grocery brands
  12. 12. Brand knowledge“Coolest fashion brand is…”Topshop/ Topman 12 % H&M 9% River Island 8% Esprit 7% Next 7% New Yorker 4% Nike 5% Jack & Jones 4% H&M 5% S. Oliver 3% Newlook 5% Nike 3% Zara 3% Zara 3% Asos 3% Adidas 3% Super dry 2% C&A 2% Debenhams 2% Diesel 2%Source: MasterCard 2 country study August 2011 –respondents aged 18-30 in UK and GermanyN (Germany) = 307 / N (UK) = 305 / Filter: Only fashion brands
  13. 13. Cool
  14. 14. //COOL =0.38*Original Cool
  15. 15. //COOL =0.20*Popular Cool
  16. 16. Cool
  17. 17. Cool//Template 1• Tekst
  18. 18. Cool//Template 1• Tekst
  19. 19. Cool//Template 1• Tekst
  20. 20. Cool//Template 1• Tekst
  21. 21. Cool //Template 1①Act, don’t tell • Tekst①Innovate and surprise①Friends are the COOL filter
  22. 22. Real//Template 1• Tekst Insert movie Adidas
  23. 23. Real//Template 1• Tekst
  24. 24. //Authenticity forGeneration Y Real
  25. 25. Real
  26. 26. Real//Template 1• Tekst
  27. 27. //Humanbranding Real
  28. 28. QUESTION: What/Who are the most credible information sources to decide whether a jeans brand is appropriate for you?Source: InSites Consulting BENELUX study for LEVI’s Europe 2008
  29. 29. //re-Humanizingmarketing Real
  30. 30. Touch points- Impact ranking of contact moments “ Positive impact on the image of grocery retailer…” 1 Website 60% 36% 43% 2 Advertising 65% 57% 3 Shop staff 49% 17% 4 Call center 11% 7% 5 Events or shows 16% 10% 6 Social media pages 12% 6% 7 Blogs 10%Source: MasterCard 2 country study August 2011 –respondents aged 18-30 in UK and GermanyN (Germany) = 290 / N (UK) = 297 / Filter: Only grocery brands and if have mobile phone
  31. 31. Touch points- Impact ranking of contact moments “ Positive impact on the image of fashion retailer…” 1 Website 67% 58% 46% 2 Advertising 47% 39% 3 Shop staff 45% 16% 4 Social media pages 15% 11% 5 Events or shows 17% 13% 6 Call center 10% 8% 7 Blogs 8%Source: MasterCard 2 country study August 2011 –respondents aged 18-30 in UK and GermanyN (Germany) = 290 / N (UK) = 297 / Filter: Only grocery brands and if have mobile phone
  32. 32. Brand knowledge“I have “friended” these fashion brands on Facebook…” Next 12 % H&M 17 % H&M 10 % Esprit 15 % Zara 7% Boss 11 % Gap 7% C&A 11 % Diesel 7% Diesel 10 %Source: MasterCard 2 country study August 2011 –respondents aged 18-30 in UK and GermanyN (Germany) = 307 / N (UK) = 305 / Filter: Only fashion brands and if know the brands at least reasonably well
  33. 33. Brand knowledge“I have “friended” these grocery brands on Facebook…” Tesco 9% Lidl 7% ASDA 5% Aldi 5% Morrison’s 4% Kaufland 4% Marks & Spencer 4% Edeka 4% Sainsbury’s 3% Penny 4%Source: MasterCard 2 country study August 2011 –respondents aged 18-30 in UK and GermanyN (Germany) = 300 / N (UK) = 302 / Filter: Only grocery brands and if know the brands at least reasonably well
  34. 34. //Template 1• Tekst
  35. 35. Real①Stay true to your roots, but don’t shout //Template 1 • Tekst②Warm is the new cool①Be open and respectful, listen (like friends)
  36. 36. Unique//Template 1• Tekst
  37. 37. Local, regional, Fresh Legen sehr viel Wert auf Bioprodukte.
  38. 38. Quality, Choice, Overviewsteht für beste Qualität
  39. 39. Quality, Elegance, Cut klassischer eleganter Schnitt
  40. 40. Levis gibt es schon lange und habe die jeans gerne getragen. hat eine gute qualität Quality, price, tradition
  41. 41. More upmarket than other supermarkets. Upmarket, Natural
  42. 42. Style, character, personality i like its style, creativity and fashion concepts
  43. 43. Unique//Uniqueness by stealing from other industries //Template 1 • Tekst
  44. 44. Unique//Template 1• Tekst
  45. 45. Recipe stallsat KochhausBERLIN
  46. 46. Unique
  47. 47. Unique//Evolution of the environment in denim //Template 1 • Tekst
  48. 48. Unique //Template 1①Sustain your unique proposition & style • Tekst①But adapt to the changing environment①Not forgetting about your core audience
  49. 49. Unique//The core target group… //Template 1 • Tekst
  50. 50. & genYGOOD LUCK TO ALL OF YOU
  51. 51. //Template 1• Tekst

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