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 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

  1. 1. SHOPPING THE GLOBEUnderstanding Opportunitiesfor International Retail Expansion
  2. 2. AGENDA1: 2: 3:Introductions Case Studies Q&A & Strategies
  3. 3. Irwin Miller Barry Bourbon
  4. 4. CANADADevelopedMarkets
  5. 5. CANADA FRANCEDevelopedMarkets
  6. 6. CANADA GERMANY FRANCEDevelopedMarkets
  7. 7. CANADA GERMANY FRANCE ITALYDevelopedMarkets
  8. 8. CANADA GERMANY FRANCE ITALY JAPANDevelopedMarkets
  9. 9. CANADA GERMANY FRANCE ITALY KOREA JAPANDevelopedMarkets
  10. 10. CANADA GERMANY FRANCE ITALY SPAIN KOREA JAPANDevelopedMarkets
  11. 11. UNITED CANADA KINGDOM GERMANY FRANCE ITALY SPAIN KOREA JAPANDevelopedMarkets
  12. 12. UNITED CANADA KINGDOM GERMANY FRANCE UNITED ITALY SPAIN KOREA JAPAN STATESDevelopedMarkets
  13. 13. BRAZILEmergingMarkets
  14. 14. CHINA BRAZILEmergingMarkets
  15. 15. EGYPT CHINA BRAZILEmergingMarkets
  16. 16. EGYPT CHINA INDIA BRAZILEmergingMarkets
  17. 17. EGYPT CHINA INDIA BRAZIL MALAYSIAEmergingMarkets
  18. 18. EGYPT CHINA MEXICO INDIA BRAZIL MALAYSIAEmergingMarkets
  19. 19. RUSSIA EGYPT CHINA MEXICO INDIA BRAZIL MALAYSIAEmergingMarkets
  20. 20. RUSSIA EGYPT CHINA MEXICO INDIA BRAZIL MALAYSIA SOUTH AFRICAEmergingMarkets
  21. 21. RUSSIA EGYPT CHINA MEXICO THAILAND INDIA BRAZIL MALAYSIA SOUTH AFRICAEmergingMarkets
  22. 22. RUSSIA TURKEY EGYPT CHINA MEXICO THAILAND INDIA BRAZIL MALAYSIA SOUTH AFRICAEmergingMarkets
  23. 23. 1 BILLION people will ENTER the global consumer class by 2025.Source: McKinsey Global Institute
  24. 24. 1 BILLION people will ENTER the global consumer class by 2025. 600 MILLION of them will live in EMERGING markets.Source: McKinsey Global Institute
  25. 25. Nielsen, Emerging Markets, Emerging Opportunities, March 2012CONTRIBUTORS TO GROWTH
  26. 26. Nielsen, Emerging Markets, Emerging Opportunities, March 2012CONTRIBUTORS TO GROWTH Market Vitality
  27. 27. Nielsen, Emerging Markets, Emerging Opportunities, March 2012CONTRIBUTORS TO GROWTH Population Growth Market Vitality
  28. 28. Nielsen, Emerging Markets, Emerging Opportunities, March 2012CONTRIBUTORS TO GROWTH Population Growth Product Innovation Market Vitality
  29. 29. Nielsen, Emerging Markets, Emerging Opportunities, March 2012CONTRIBUTORS TO GROWTH Middle Class Population Growth Product Innovation Market Vitality
  30. 30. Nielsen, Emerging Markets, Emerging Opportunities, March 2012CONTRIBUTORS TO GROWTH Middle Class Population Growth Product Innovation Women Market Consumers Vitality
  31. 31. Nielsen, Emerging Markets, Emerging Opportunities, March 2012CONTRIBUTORS TO GROWTH Middle Purchasing Class Power Population Growth Product Innovation Women Market Consumers Vitality
  32. 32. Nielsen, Emerging Markets, Emerging Opportunities, March 2012CONTRIBUTORS TO GROWTH Middle Purchasing Class Power Population Growth Product Innovation Women Young Market Consumers Populations Vitality
  33. 33. 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
  34. 34. RULE #1:KNOW YOUR AUDIENCE
  35. 35. UNDERSTANDING DIFFERENCES
  36. 36. UNDERSTANDING DIFFERENCES
  37. 37. UNDERSTANDING DIFFERENCES
  38. 38. LAP OF LUXURY
  39. 39. LAP OF LUXURY 244,266 VEHICLES SOLD IN CHINA IN SEPTEMBER Source: GM.com
  40. 40. RELATIONSHIPS ARE CRITICAL
  41. 41. RELATIONSHIPS ARE CRITICALWARM HOSPITALITYAND BUSINESSENTERTAININGARE VITAL
  42. 42. RELATIONSHIPS ARE CRITICALWARM HOSPITALITYAND BUSINESSENTERTAININGARE VITALHIERARCHY ISPARAMOUNT
  43. 43. RELATIONSHIPS ARE CRITICALWARM HOSPITALITYAND BUSINESSENTERTAININGARE VITALHIERARCHY ISPARAMOUNTEXPECT HARDBARGAINING
  44. 44. 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
  45. 45. 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
  46. 46. TOO SEXY
  47. 47. TOO SEXY TOO EXPENSIVE
  48. 48. TOO SEXY TOO EXPENSIVE TOO D.I.Y.
  49. 49. RULE #2: BRING SOMETHINGNEW TO THE MARKET
  50. 50. EXPERIMENT WITH DESIGN
  51. 51. 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
  52. 52. SMARTPHONE SERVICE
  53. 53. CREATE A BUZZ
  54. 54. SOMETIMES BRINGING SOMETHING NEWMEANS NEW BRANDS
  55. 55. 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
  56. 56. 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
  57. 57. 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
  58. 58. RULE #3:FIND THE RIGHT PARTNERS
  59. 59. QUALITY CONTROL
  60. 60. QUALITY CONTROLMONITOR PROJECTPROGRESS
  61. 61. QUALITY CONTROLMONITOR PROJECTPROGRESSSTATE DEFINITIONS OFCONTROL UP FRONT
  62. 62. QUALITY CONTROLMONITOR PROJECTPROGRESSSTATE DEFINITIONS OFCONTROL UP FRONTENSURE PROPER BRANDIMPLEMENTATION
  63. 63. PROTECTING TRADEMARKS
  64. 64. LOCATION, LOCATION, LOCATION
  65. 65. OPEN FOR BUSINESS
  66. 66. COLLABORATIVE PARTNERSHIPS
  67. 67. COLLABORATIVE PARTNERSHIPS
  68. 68. PROTECTIONIST PRACTICES
  69. 69. TECHNICAL RESERVE
  70. 70. RESOURCES:
  71. 71. RESOURCES:
  72. 72. RESOURCES:
  73. 73. RESOURCES:
  74. 74. RESOURCES:
  75. 75. RULE #4:DON’T LOSE FOCUS ONYOUR HOME MARKET
  76. 76. TIMING IS EVERYTHING
  77. 77. 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
  78. 78. EXTENDING THE BRAND
  79. 79. EXTENDING THE BRAND
  80. 80. EXTENDING THE BRAND
  81. 81. MADE FOR ALL
  82. 82. MADE FOR ALL
  83. 83. MADE FOR ALL
  84. 84. THE RULES
  85. 85. THE RULES1. KNOW YOUR AUDIENCE
  86. 86. THE RULES1. KNOW YOUR AUDIENCE2. BRING SOMETHING NEW TO MARKET
  87. 87. THE RULES1. KNOW YOUR AUDIENCE2. BRING SOMETHING NEW TO MARKET3. FIND THE RIGHT PARTNERS
  88. 88. THE RULES1. KNOW YOUR AUDIENCE2. BRING SOMETHING NEW TO MARKET3. FIND THE RIGHT PARTNERS4. DON’T LOSE FOCUS ON YOUR HOME MARKET
  89. 89. QUESTIONS?
  90. 90. 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

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