Seminar 27.8.13
AGENDA
13:30 Welcome and brief introduction by the project group
13:45 Statement on the American retail market and a unique
children’s concept by Shawn Parr, Kids77 USA, via Skype
14:15 Statement on Novotex’s experiences on the Japanese market with
shop partnership by Lasse Simonsen, Novotex
14:45 Coffee break
15:00 Presentation on the Chinese retail market and children’s products
by Kim Chan, Barca CHINA
15:30 Rounding off and updating by the project group
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Seminar 27.8.13
Contents
-
Project description
Constellation of the project group
Why Created4kids?
The retail concept
The business concept
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Concept description
Created4kids is a
common retail platform for Danish
children’s products
The object is to create a shop concept focusing on experiences and
edu-tainment.
The remote market like China, where concepts with experiences are of interest
are interesting. Other remote markets such as the USA and Japan will also be
looked at.
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The project group
The constellation
Created4kids
An initiative in the Region’s creative growth strategy which must develop the business areas of the future in the
cross-field between the different creative sectors and between the creative sectors as a whole, and other private
and public players.
There was a round of applications in January 2013, where there are nine partnerships which, during 2013, will
show new ways of realising the potential in the creative companies.
Works to promote innovation and growth in small and medium-size housing, clothing and creative companies.
Innonet applied for inclusion of the project Created4kids in More.Creative and was selected as one of the nine out
of 78 projects.
NEXT
Phase 2 – late 2013:
Selection of five of the nine projects
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The project group
Partners in Created4kids
Designs and produces concepts for the retail sector
TASK: Design of retail concept. Production of equipment.
Works to promote innovation and growth in small and
medium-size interior, clothing and creative companies.
TASK : Project management, networking, and applications for
public funding
Consultancy company specialising in administration,
organisation and branding within the fashion and design sector
TASK: Chinese company, business strategy
Communication house with several bureaus, all with expertise
within marketing and communication.
TASK: Branding and communication platform.
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The foundation
Why does Created4Kids have the potential for success?
- Significant demand in the distant markets for new concepts from the West
- Danish quality and Danish values are desired as “the good life”
- Combining playing with learning is a unique concept which promotes creativity among children by
providing something they don’t normally focus on.
- High growth with many potential consumers
- The concept is innovative and the Nordic countries have/Denmark has a unique DNA
How will we achieve this success?
- Strong branding through the Danish core values
- Communication and partnership with Danish brands
- Danish quality
- Innovative shops - “experiences”
- Strong project management and strategies
- Strong partnership (network)
- Work on several fronts, also via other commercial cultural activities in
cooperation with the embassies and a common Nordic concept
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The foundation
Together we’re stronger!
It’s difficult to break into remote markets. Many markets are having a strong
retail structure where many Danish brands normally use wholesale sales
channels.
Together we’re stronger.
-
One common knowledge platform
-
One concept
-
Solidarity and communication
-
Strong branding
-
Strong strategy and management
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The retail concept
MISSION
Designed with love from Denmark
- let’s explore, play & learn
Result of the strategy tool INSIGHT:
Children love to shop when they set the terms – and at eye height. They’re
happiest in a universe where they move, are involved, become curious and play
- altogether in an attentive interplay with parents and other children.
Children inspire/ look up to adults and children a little older than themselves.
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The retail concept
Setting target groups
Target group: Children aged 0-10
Goal: Create a retail/e-tail platform to market in various remote markets.
Concept: edu-/entertainment
What should we brand? Danish values such as genuine democracy, play &
learn, the world’s happiest people, broad-mindedness/confidence, the whole
person, community/individualism, sustainability and design traditions.
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The retail concept
MOODS
and inspiration:
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The retail concept
MOODS
from the store:
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The retail concept
Shop layout
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The retail concept
EVENTS
from the store:
Movement:
Edu-tainment:
Event:
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Business strategy
The owner
Consumer
(shopping centres)
The
consumer
Value
Proposition
The brand
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Retail/
The
Franchise
Partner
NEXT!
Effect
on retail
operations
NOW
LIFESTYLE
SHOPPING
EXPERIENCE
MULTIBRAND
STORES
SUPER BRANDS/
CONCEPT STORES
BRANDS
PRODUCTS/CONCEPTS
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2001
2015
Business strategy
1) Brand
 Multi brand (testing) platform
 Increase revenues/export share
 Go to market without real/true brand awareness (more a label than a brand)
 Go to market without developed branded retail model (today mainly
wholesale)
 Less pressure on revenue performance (m2 turnover) – you never have a
second chance for a first impression – and yet:
 A second chance for a first impression
 Possibility to develop into stand alone concepts if proven to be a strong
concept
2) Consumer
 Enhanced shopping experience
 Denmark as a shopping destination
 Danish (Children) Lifestyle Shopping Experience and Values
 Cross category shopping experience
 Event based
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Business strategy
3) Property developer
 New strong concepts, innovative labels supported by lifestyle shopping
experience needed to increase and drive traffic
 Looking for new concepts, not just super brands or stand alone mono store
concepts
 Traffic generator: Increased traffic caused by commercial edutainment
lifestyle concept – to the benefit of the entire shopping mall – traffic is a
main issue and we can create overall traffic
4) Retailer/Franchise Partner
 New concept
 Possibility to exchange brands from the platform (more eggs in the basket)
 Shopping experience and edutainment is “next practice”
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Business strategy
Economics
fee
Size -m2
netetc.
Brands
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Small
Medium
Large
300-500
800-1000
1500-1800
25
35
50
Business strategy
Timeline
Past
NOW
Phase 1
Phase 2
Phase 3
June
August
Oct./sep.
end of 2013
beginning of
2014
Introduction
to concept
Market
research
Individual
meetings
Business case Negotiation
with
Retailer/Own
er
Introduction
to potential
markets
Adjusting
concept
Brand mix
Shop layout
Development Production
of concept
DNA
Commitment
fee
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Test shop