Filippa K - Goto Market Strategy 2016
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This document provides a go-to market strategy for Filippa K in Germany. It summarizes research on the German retail market, key competitors, and proposes a multi-channel strategy for market development. Customer research in Hamburg found high brand awareness of Filippa K and a perception as a sustainable, Scandinavian brand. The strategy recommends opening new concept stores in Berlin, Hamburg and Munich while controlling online sales. A focus on earned and owned media is suggested to support expansion.
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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
- 5. FILLIPPA K
- 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
- 7. THE LOOK
- 8. GLOBAL PEERS
- 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
- 10. GLOBAL COMPANIES
- 11. GLOBAL COMPETITOR MATRIX Style Price MainstreamClassic Fancy MediumLowHigh
- 12. NUMBER AND AVG. PRICE PER ITEM €# MaleFemale
- 13. NUMBER AND AVG. PRICE PER ITEM 7 27 5 85 66 200 € 450 € 110 € 350 € 90 € 16 25 20 25 30 130 € 300 € 130 € 280 € 80 € 19 52 18 58 84 220 € 320 € 150 € 300 € 80 € 17 55 34 17 34 70 € 90 € 50 € 120 € 40 € €# MaleFemale
- 14. SUSTAINABILITY AT FILIPPA K FRONT RUNNER
- 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
- 16. BENCHMARK SWEDEN
- 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
- 21. TOP SHOPPING METROPOLISES Berlin Hamburg Munich Cologne Frankfurt Düsseldorf Demographic Forecast (%) 2012-2030 Retail Relevant Purchasing Power Index 2013 Source: CBRE 2014
- 22. 3% 5% -0.3% 10% 10% 8% TOP SHOPPING METROPOLISES Berlin Hamburg Munich Cologne Frankfurt Düsseldorf Demographic Forecast (%) 2012-2030 Retail Relevant Purchasing Power Index 2013 114.2 110.1 107.2 123 108.7 97.3 Source: CBRE 2014
- 23. CITY ANALYSIS ON RENT PRICE VS. PURCHASING POWER AND AVG. FREQUENCY Berlin Bonn Dortmund Düsseldorf Essen Hamburg Neuer Wall Hamburg - Mönckeberg Karlsruhe Köln Munich Marienplatz Munich Theatinerstr. Stuttgart 75 125 175 225 275 325 375 88 93 98 103 108 113 118 123 128 Avg.HighestRentPricesinEUR Purchsing Power Index Bubble Size: Avg. Frequency per Hour on Saturday Reference: Munich Marienplatz: 14000+ Source: Engel&Völkers 2015
- 25. CITY OF HAMBURG Source: ESRI / CITY of Hamburg 2015
- 26. CENTER OF HAMBURG WITH DISPOSABLE INCOME National avg.: 20,900€ Data: esri 2015 Source: ESRI / CITY of Hamburg 2015
- 27. CENTER OF HAMBURG DISPOSABLE INCOME WITH POPULATION DENSITY Source: ESRI / CITY of Hamburg 2015
- 28. TARGET AREA: HARVESTEHUDE INDEX: 115 (West-Germany: 100) Target Area Source: ESRI / CITY of Hamburg 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% |
- 31. Scandinavian POTENTIAL CUSTOMER PERCIEVED FILIPPA K AS… Quality Modern S u s t a i n a b l e Stylish Clean Classic Simple & Elegant
- 32. DO YOU KNOW FILIPPA K IS SUSTAINABLE ORIENTED? YES 88% 12%
- 33. 72k 541k 31k 231k 274k 115k 33k 210k 355k 45 50 10 40 2,000 40 6 30 40 Followers 79k 1000k 8k 219k 413k 37k 51k 210k 396k 1,300 910 150 1,800 4,600 500 600 3,200 1,500 2k 24k 1k 6k 36k k 11k 20k 27k 771 1,500 355 714 2,900 0 3,300 3,500 2,400 ✖ ✔ ✔ ✔ ✔ ✔ ✔ ✔✖ Avg. Likes per Post ONLINE COMMUNICATION ITENSITY
- 34. USER RESPONSE IN SOCIAL MEDIA RATIO Drykorn Filippa K Lala Berlin & Other StoriesSandro Kooples COS HIGH LOW Source: Obtained Online Data
- 35. ORIGINAL CONTENT IN SOCIAL MEDIA Kooples & Other Stories Lala Berlin DrykornSandro Acne Filippa K HIGH LOW Qualitative Analysis
- 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
- 38. Earned MULTI-CHANNEL STRATEGY COMMUNICATION Bought Owned In-Store Adverts Advertising TVC Training Brochures PR / Online Social Media Bloggers Add BOUGHT media to EARNED & OWNED activities (maybe TV campaign) Primary focus on EARNED & OWNED media Secondary focus on BOUGHT media (ads in selected magazines) 1. 2. 3. Today MAGAZ
- 40. TARGET AREA: HARVESTEHUDE INDEX: 115 (West-Germany: 100) Target Area Source: ESRI / CITY of Hamburg 2015
- 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
- 43. QUESTIONS?
- 44. THANKS!
- 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
- http://picture.immobilienscout24.de/files/video001/N/460/907/532/460907532-0.pdf http://www.immobilienscout24.de/expose/86976873