Brian Winston is a senior executive with over 30 years of experience in luxury retail, e-commerce, and global marketing. He has led large organizations with revenues over $250 million and teams of 45 people. Winston speaks English and has proficiency in French, Italian, and German. He holds a BBA in Economics/Commerce and an EMBA. The presentation discusses Sisley's competitors in the luxury skincare space such as Nordstrom, Saks Fifth Avenue, Sephora, and reviews strategies being used to target and market to millennials and baby boomers. It also provides an overview of Chinese consumers in Canada.

1. 1

2. SISLEY @ HOLT RENFREW
Presented by:
BRIAN WINSTON
WINSTON COLLECTIVE
2

3. BRIAN WINSTON
BMW as he is sometimes referred to is a
dynamic, visionary senior executive
providing guidance and leadership with
strong customer orientation. He has
experienced years of training in the
luxury retail business as well as the
wholesale/e commerce and vertically
integrated channels to marketing for
some of the best companies worldwide.
Brian Winston continues to be a superior
communicator with proven expertise
leading large, complex organizations. He
is focused on successful and positive
relationships with diverse stakeholders
including exporters, investors, leaders in
industry and government. Winston has
spent thirty plus years’ developing and
fine tuning his strategic market
experience and continues to consult on
the globalization of trade as a market
ambassador for Canada and the USA.
Market Insights: United States • Canada •
UK • France • Germany • Italy • Hong
Kong • Peru • Chile • Colombia • Bolivia
P&L: To $250M
Teams: 45
Languages: English,
French/Italian/German – working
proficiency
Academic: BBA ( Economics/Commerce)
York ; EMBA – U of T ( Rotman) 3

4. TNE COMPETITORS
• HBC
• NORDSTROM
• SAKS FIFTH AVENUE
• SEPHORA ( N/A for SISLEY )
• BEAUTY @ SHOPPERS ( N/A for SISLEY )
• DUTY FREE
4

5. • Started as a small Seattle shoe shop to the leading fashion
specialty retailer they are today.
• 323 stores in 39 states and Canada. Customers are served at
121 full-line stores in the U.S. and Canada, 194 Nordstrom
Rack locations,
• five Trunk Club clubhouses—a personalized styling service—
• two Jeffrey boutiques and one clearance store.
• customers online in 96 countries through Nordstrom.com.
And our nordstromrack.com site, which operates in
partnership with our private sale site Haute Look, gives
customers off price opportunities
5

6. Nordstrom /Asians
• Happy Lunar New Year! Celebrate with the gift
that gives:
6

7. NORDSTROMS
7

8. SAKS FIFTH AVENUE
• As of 2013, the New York flagship store generated
around 20% of annual sales at $1 billion.[10]
• On July 29, 2013, the Hudson's Bay Company
(HBC), owner of the competing chain Lord &
Taylor, announced it would acquire Saks Fifth
Avenue's parent company for US$2.9 billion.[11]
• Plans called for up to 7 Saks Fifth Avenues to
open in major Canadian markets to add to their
USA 38 full line stores.
• Strong E commerce business
• Eaton Centre – Feb 18th and Sherway- Feb 25th
8

9. SAKS BEAUTY
9

10. SFA/Social media Outreach
• Come along for the ride as we discover the
wonders of Toronto in our Saks Canada uTOpia
series. We'll be introducing nine notable Toronto-
based influencers as they tell us about their
experiences living and working in
Toronto. #saksuTOpia
• Watch our short-doc series:
https://s5ave.nu/saksutopia-on-youtube
• Get utopian style on saks.com:
https://s5ave.nu/shop-saks-utopia
10

11. SEPHORA
• GIRLS just “wanna” have fun… Rich
Experiences both in store and On Line-
• Reward Points are important
• Exclusives on lines and products- builds
exclusivity and ego
• Build hype with special events, bloggers and
very out going in store staff
11

12. SEPHORA
12

13. THE MILLENIALS
This is what 25-29 LOOKS LIKE
13

14. MILLENIALS
• Presently 18-34 years old
• FUN vs ECONOMICAL ( experiential )
• 80% looking for Product Quality- trade up
potential is possible !!!!
• Convenience is important- busy lives and not
always planning
• Rapid Delivery from E commerce
14

15. WHO- MILLENIALS
• Millennials- (1982 -2005)
• -Babies are special- “Baby on Board “- Hollywood moved to
adorable kids- Fertility Rebound- Child Abuse-Child Safety
and Family Values-
• 90’s- adult issues- tax cuts to internet access because of
references to the child- NO CHILD LEFT BEHIND- became an
educational mantra- Lower Risk Factors Behaviours- started
gravitating to Large Institutions and Government Agencies-
seeking teamwork, protection against risk - WORK-LIFE-
BALANCE
• -Culture less risky- focus on upbeat messages- more
conventional with big brands remakes and resurgences of
oldies- Close relationship with Parents-
15

16. THE TOP SELLING MILLENIAL BRANDS
1)Cover Girl ( P and G)
2)L’Oreal ( Maybelline)
3)Neutrogena ( skin care )
4)CLINIQUE
5)MAC
6)BARE MINERALS……
………………………………..
19) NARS
20)ESTEE LAUDER
22) CHANEL
16

17. Questions to ML’s
• ANTI AGING CREMES- SURVEY- 40%- Are
presently or will be shortly interested
• HAVE AVOIDED DEPT STORES IN PAST –
particularly in the luxury channel-So why is
CLINIQUE #4 and MAC #5
• The above have the right Marketing Message
and the right sweet spot for price.
• Message is LOUDER and CRISPER
17

18. LOYALTY PROGRAMS
• 63% OF Millennials joined a program vs 55%
of general populace ( GP)
• 25% OF Millennials joined a program –offered
member only events vs 16% GP
• 40% OF Millennials joined to access Member
only sales, Products and Services
• 63% of MILLENIALS joined when the core
values support wellness, sustainability, Charity
18

19. INFLUENCERS/ V BLOGEGRS
• Michelle Phan (.michellephan.com)
• Meghan Rienks(meghanrosette.com)
• Bethany Mota (bethany-mota.com)
• Camila Coehlo(camilacoehlo.com/en)
• Ingrid Nilsen
• Alisha Marie ( www.alishamarie.net)
• Raye Boyce(jasminecole.com/raye-boyce)
• Claire Marshall (Heyclaire.com)
• Lauren Curtis (laurenbeauty.blogspot.com)
19

20. MICHELLE PHAN
20

21. MICHELLE PHAN BIO
• Michelle Phan is a digital pioneer, who trail-blazed her way in the world of fashion and beauty
on YouTube. With a growing global community of over 7.5 million, Michelle’s videos have
been viewed more than 1 billion times, making her one of the most watched talents in the
digital space. She is an award-winning content creator, and was recently honored with the
first-ever Streamy ICON award, and the 2015 People’s Voice Webby Award for Best How-To
and DIY Channel. Michelle has also been on Forbes 2015 30 Under 30 list in the category of
Art and Style and Inc’s 30 Under 30 Coolest Entrepreneurs of 2015. Michelle produces,
directs, stars in and edits all of her own work, and has released over 300 videos since 2007.
Her unprecedented, signature video style is clean, artful, and expertly edited, with clear,
easy-to-follow titles and voiceover instruction.
• In addition to her immensely successful YouTube channel, in 2011 Michelle co-founded ipsy,
the world’s largest and most passionate online beauty community. ipsy is centered around
the award-winning monthly Glam Bag, a personalized beauty sampling service based on
individual style, beauty habits, coloring and preferences. ipsy boasts over 1,000,000
subscribers in the U.S. and Canada and is expanding rapidly. Recently Michelle launched ipsy
Open Studios (ipsyOS for short), a studio space for up-and-coming beauty creators that will
allow access to the tools and advice necessary to develop their creative talents further. In
August 2013, Michelle teamed up with cosmetics titan L’Oreal to launch her make-up line em
Michelle Phan. em is the first makeup line co-created by a community of beauty lovers and a
beauty expert.
• Most recently, Michelle has partnered with Endemol Beyond USA to launch a new premium
lifestyle network named ICON. Creatively led by Michelle, ICON is an online global destination
for the empowerment of viewers through inspirational premium content, conversation, and
community. ICON serves a multi-cultural demographic and features original programming in
beauty, fashion, wellness, DIY, food, human-interest stories, and travel. Michelle also
launched a book in October 2014, called “Make Up: Your Life Guide to Beauty, Style, and
Success – Online and Off 21

22. MEGHAN RIENKS
22

23. MEGHAN RIENKS
• Meghan Rienks - YouTube
• www.youtube.com/user/meghanrosette
• Meghan is a new media phenomenon with over 1.5 million
YouTube subscribers on her comedy/lifestyle sketch
channel. Her videos run the gamut from fashion advice to
visual poetry, and she has developed an important
relationship with her audience based on her ability to
express herself in a natural and candid manner. While
maintaining a thriving lifestyle brand and fan base, Meghan
is also a formally trained actress. Some of her notable
credits include "Side Effects" for AwesomenessTV, and the
acclaimed web series "Shipping Julia".
23

24. BETHANY MOTA
• Bethany Mota | Bethany-Mota.com | Your #1
Source for Bethany Mota News ...
• bethany-mota.com
• Bio: Bethany Mota, 18, (born in Los Banos,
California) is an American video blogger and
social media personality who rose to fame
through her own YouTube channel.
24

25. INFLUENCER MEDIA KITS
25

26. 26

27. 27

28. 28

29. BLOGGER FOR HIRE
29

30. Overall
MILLENNIAL PROFILES
• OPEN TO New Experiences
• RESEARCH their purchases-
• PREVENTITIVE- to be in the know-
• Fashion and Beauty are hobbies – they want the
latest and greatest
• Pay great attention to Packaging Design
• Store Visuals are important
• On-Line
• Connecting on Social Media Platforms (below)
30

31. REFERRALS
• Friends/Influencers/Bloggers – ARE essential
to get their attention ( they become their
authorities)
• Best of Lists- Top Ten – Allure- less reading
• They can actually be sponsored ( Cassie
Stewart)
• Social Platforms- best are Instagram, YouTube,
Reddit and Facebook - how you deliver the
message
31

32. POPS UPS-
• ARE an amazing way of building brand
awareness in a short time period
• Need to be well publicized and to really
exploit Media to get attendance
• Close to the where the Audience lives or plays
– Queen or King West
• Use relatable staff – peer group- outgoing- no
pressure- “attitude their on your side”- more
helpful than pushy-
32

33. 40 AND COUNTING….
Dawn Shapiro, 39, Vice President and Group Partner
at Universal McCann, a Global Advertising Agency
33

34. BABY BOOMERS
• Born between 1946-1964 presently 52-70
years old
• Are generally not shopping as much – financial
future- Recession etc.
• Discrepancy between mind and body
• “Growing old is inevitable but growing up is
optional”
• Focused on looking and staying younger
34

35. WHO- BOOMERS
• Baby Boomers- (1943-1960)
• -Dr Spock Babies- indulged products of postwar optimism- Father Knows Best(
family order), Strong Community Spirit – determined to never have a sheep
following mentality( Hitler, Stalin and Big Brother –Scorn Parents Blue Prints-
institutions , civic participation and team playing while seeking self- perfection and
deeper meaning
• -Melting Pot- Full time moms, Suburbs, Big Auto came under criticism- led to
youth crime, substance abuse, sexual risk taking increases, while academic
achievements and SAT were falling-
• -Consciousness peaked with : Vietnam War Protest , Summer of Love ( 67),
Democratic National Convention (68) and Woodstock ( 69) and Kent State ( 70)
• -Women challenged the glass ceiling- Equal Pay for Equal Work- Arbitrators of
National Values- gravitated towards fields like teaching, religion, journalism, law
,marketing, arts
• In the 80’s- Yuppie reinvention, in the 90’s- “culture war”- politics of meaning- red
and blue zones- kids kept close- helicopter parents-
35

36. THE BABY BOOMERS
Sallie Krawcheck, 50
Owner of Ellevate Women's Network and Ellevate Asset
Managment
36

37. THE MANY FACES OF BABY BOOMERS
Yasmina Rossi, 51
Photographer
"
37

38. Boomers …
• Cosmetic Surgery Pioneers- striving to hang on to their
youthful look-
• Quality & Value- willing to pay more for Performance –
Want to see quick results- Brand loyalty is waning
• Cautiously Curious- “show me “
• Retailers- role is to educate about quality and new
products – this requires time at the counter approach
at counter- no previous research and needing direction
approach at counter- no previous research and needing
direction.
38

39. Who’s out there?• GI- (1901-1924)
• -good kid reputation and sharpest ever rise in school achievement- development
of Miss America, All American Athletes-
• -“The affluent society “suburbs start to emerge and a shift from city center ,
vaccines, stable families and conventional mores, - This generation does not get
along well with its kids but has strong ties to civic life, focused on action more than
values and beliefs
• Responsible presidency (1961-1992)- but also encompassed Vietnam, Watergate ,
Iran-contra and huge budget deficits
• Silent Generation (1925-1942)
• -grew up as the seen but not heard generation- Little Rascals- Shirley temple-
Great Depression and WW II- The “James Deans” –“ Rebels Without a Cause” – risk
averse, lonely, early marriages, invisible handshake, climbing the career ladder+
SUCCESS- grey flannel conformists
• -in the 60”s they became the civil rights activists, Rock n Roll, Anti War, Feminists,
Public Interest Lawyers- rose to power after Watergate- vast expansion of the legal
process- late in life payouts- pensions, retiree health care and golden parachutes
• -entered retirement with hip lifestyles and affluences
39

40. WHO- GEN X
• Generation X- (1961-1981)
• -grew up in failing school system and failing marriages
• -distrust of institutions- including family; sexual revolution; rise in
divorce; R rated culture; latchkey childhood; MTV (80’s)- Hip Hop;
Surging Interest in Business and military Careers
• -Teen pregnancy up, greater risk tasking- AIDS
• - Xers dated cautiously and married late- building strong families
• -prefer Free Agency vs Corporate Loyalty- want to be their own
boss- greatest entrepreneurs in US History- high tech savvy and
marketplace silence-
• -largest share of immigrants- volunteering was done but more on
one x one basis- more effective
40

41. Holts /Chinese
• Target: Affluent Chinese
• Market: Toronto & Vancouver
• Objective
• To communicate Holt Renfrew’s 175th celebrations to Chinese
consumers via targeted 20-day Chinese social media blitz campaign
• Strategic
• Sina Weibo was strategically chosen to be the key social media
platform in building awareness for Holt Renfrew’s 175th
anniversary celebrations. Using culturally relevant messaging and
images, 12 key celebratory messages were posted to the Weibo
page and further amplified by leveraging key influencers to spread
the messages. Social media engagement was generated through a
special contest which encouraged Weibo users to become a
follower, share with 2 friends and retweet to become eligible to win
a Holt Renfrew gift card.
41

42. Holts /Chinese Market
• Results
• By centralizing all Chinese social media activity onto a
single branded Holt Renfrew Weibo Page empowered
the brand to connect with Chinese consumers directly
in conversation.
• 692 new followers within 20 days
• 1044 conversations were generated via @mentions
• 1047 retweets and 221 comments within 20 day period
• More than 868 users participated in special contest
42

43. CHINESE IN CANADA
• In Canada, Chinese are one of the two largest
"visible minority" populations in the country --
totaling 1.3 million, with correspondingly
strong population growth of 29 percent
between 2001 and 2011. Two metropolitan
areas alone -- Toronto and Vancouver --
contain 71 percent of all Chinese in the
country.
43

44. ASIANS
44

45. ASIAN STRATEGY
• Strategy
• With our cultural understanding of the targeted Chinese consumer, we
were able to identify the path to purchase for each segment and leverage
these insights in our media strategy. We intersected and connected at
relevant touchpoints with an intriguing consumer message using a “social,
local and mobile approach” infused with online advertising
• Social: Leveraged Sina Weibo and local community forums
• Local: Connected with consumers at targeted high-end hair salons and
resto-lounges in the Greater Toronto Area via exclusive Community Media
Network
• Mobile: Integrating QR codes into local marketing collateral to bridge
offline to online
• Digital: Flash banner ads on Chinese sites to generate awareness and drive
click-through to the first-ever Chinese Landing Page within the
holtrenfrew.com domain
45

46. Holts….
• Target:
• Young & Affluent - Chinese females aged 15-34
Aspiring Immigrant – Chinese females aged 35-55
• Market:
• Toronto
• Objectives:
• (1) Position Beauty Boutique as the #1 destination for
holiday beauty and gift giving while reinforcing value
propositions of Health, Beauty, and Convenience. (2) Drive
new customer acquisitions via building brand presence and
awareness (3) Strengthen affinity towards the Beauty
Boutique brand by connecting with Chinese customers
through grassroots events.
46

47. • Clear business opportunities in this
demographics.
• Evidence of larger deposits in bank accounts
and higher savings rates
• Predisposition to spend more money on new
vehicle purchases,
• Earlier-adoption of new technology products
and services, higher frequency for
international travel and per-trip spending...
47

48. Asian characteristics
• Educated and Affluent:
• Chinese communities in North America
demonstrate high levels of both educational
attainment, and household affluence. For
example, in the U.S., Chinese are almost twice as
likely as all Americans to hold Bachelor's degrees,
more than twice as likely as all Americans to hold
advanced degrees (M.A. and beyond), and boast
a median household income that exceeds that for
all Americans by $15K.
48

49. Retention of existing customers
• ASSUMING we are speaking of mostly Baby Boomers- skin care needs- will
definitively move towards “Maintenance” and Products Related to Ageing.
Quick Fixes
• NEGATIVES- incomes may be declining ( or at least feel that way ) and
client base ageing- can also be looked at you as an opportunity to change
the client regime and take market share .
• Maybe there can be pushes to spread the purchases over a period of
months- Yearly spends- product of the month
• LARGE demographic- travels frequently- will have to compete with DFS in
this realm- How to compete. Discounts of up to 30%. Most DFS do not
carry SISLEY in a major way. YOU must be their authority
• SERVICE- Service- Service- not as a pest and must be sincere. More
sampling of new products, perhaps new treatment introductions ( shorter
time and if they like it they can book again for the complete package )
• AUTHENTICITY- what does that mean- being natural about how you
promote and speak about the products you use and that you advise upon
• -Build upon Company’s (HOLT RENFREW)Loyalty program- add a free
product or service when you reach different levels of expenditure-
49

50. RETENTION OF CLIENTS
• REFERALS- a Friend- “Share the secrets”- need to have them purchase
something and give an e mail for direct marketing purposes. Become a
part of the best kept secret- GIVE THEM SOMETHING
• Product Knowledge Sessions- perhaps a small “petite dejeuner” set up
in the store- to introduce a new product, market a different product –
perhaps an outward reach- women’s club-
• When the Brand becomes available at the Competitors- SFA,
Nordstrom in Canada- the exclusivity issue will then be shared by
more. So Equity Relationships become that much more important.
How do you build upon the history that you have- how do you deepen
the ties to the customer- client history, product updates etc
• What are the insecurities of your customers- how can you satisfy or
put their mind to rest on these issues? Become important to them-
• Communication from The Brand Manager/ The Buyers- What’s New-
What is Relevant to the Brand and What is NEW?-Responsibility to be
the leader at the forefront /to be the key advisors- the authority
50

51. CANADA DUTY FREE
Marketing done to attract.
51

52. DUTY FREE-ASIANS
52

53. DUTY FREE
• Savvy Savings
• Guaranteed through Government Licensing and Customs
Allowances.
• Did you know land border duty free stores offer greater
savings than Canadian and U.S. retail stores?
• 30-50% savings on Liquor – also offer many duty free
exclusive brands
• 10-20% savings on Wine & Beer
• 15-30% savings on Fragrances, Skin Care and Beauty
products
• 15-25% savings or more on a myriad of other products
including confectionary, jewellery, handbags, sunglasses
and much more
53

54. Take away’s
• Expanding the business – one convert at a time
• Be their trusted advisors- WIN their trust and not have them feel you are being pushy to
sell product. ‘’BE EXTRAORDINARY’’
• Being Authentic- is essential
• Reaching out to the community- finding ways to spread the word-such as women’s
clubs, investment club, professional women’s clubs- ask to be a key note speaker-
develop a 5 minute Youtube video to promote
• Samples
• Rewards for referrals- link in a local café- lunches – perhaps the 3 of you could attend –
building up the relationship
• Forwarding relative industry related ‘interest” materials as a Point of Reference
• Millennial packaging- small sizes – cool packaging- GOOD PRICING- ASPIRATIONALS
• For Millennials- “push the in the know” as well as the bloggers/authority card – REACH
OUT TO YOUR LOCAL INFLUENCERS- bring them in to convert them.
• Send them samples- with a handwritten note-
• Local TV talk shows- hostess – do their make up/skin care segments- offer a SISLEY day
• Pop Up- grab some attention- network with ML thru Pop UP to develop the next
aspirational and potential customers
54

55. More take away’s…
• Thank you for the business and diarize when they should run out-
text/call/e before
• Delivery @ No Charge- Drop off “if an emergency “
• New Product announcements and education
• Create buzz- make a day a month- to promote a certain product- to
connect with your clients
• Drop the attitude – Push the sincerity
• Never down grade but rather suggest alternatives
• Avoid confrontational topics- keep it professional- no political/religious/
issues
• Get to know what’s important to them- the dog, their girlfriends, social or
charitable causes- become their good friend – make yourselves into the
only person and place they would want to shop.
55

56. THANK YOU ..
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