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Seminar 27.8.13

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

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Seminar 27.8.13

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  1. 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

  2. Seminar 27.8.13 Contents • Project description • Constellation of the project group • Why Created4kids? • The retail concept • The business concept

  3. 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.

  4. 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

  5. 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.

  6. 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 Howwill 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

  7. 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

  8. 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.

  9. The retail concept Setting target groups Target group: Children aged 0-10 Goal: Create a retail/e-tail platform to market in various remotemarkets. 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.

  10. The retail concept MOODS and inspiration:

  11. The retail concept MOODS from the store:

  12. The retail concept Shop layout

  13. The retail concept EVENTS Movement: Edu-tainment: Event: from the store:

  14. Business strategy The owner (shopping centres) The consumer Consumer Value Proposition Retail/ The Franchise Partner The brand

  15. Next! LIFESTYLE SHOPPING EXPERIENCE Lego world The Venetian Effect on retail operations now MULTIBRAND STORES SUPER BRANDS/ CONCEPT STORES BRANDS PRODUCTS/CONCEPTS 2001 2015

  16. 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

  17. 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”

  18. Business strategy Economics - fee etc.

  19. Business strategy

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