PowerPoint-prsentation
13:30 Welcome and brief introduction by the project group
13:45 Statement on the American retail market and a unique
childrens concept by Shawn Parr, Kids77 USA, via Skype
14:15 Statement on Novotexs 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 childrens
products by Kim Chan, Barca CHINA
15:30 Rounding off and updating by the project group
Seminar 27.8.13AGENDAEMRS 27.08.2013Project
descriptionConstellation of the project groupWhy Created4kids?The
retail concept The business concept
ContentsSeminar 27.8.13EMRS 27.08.2013Created4kids is a common
retail platform for Danish childrens 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.Concept
descriptionEMRS 27.08.2013An initiative in the Regions 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.
NEXTPhase 2 late 2013:Selection of five of the nine projects
The constellation Created4kids The project groupEMRS
27.08.2013Designs and produces concepts for the retail sectorTASK:
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 fundingConsultancy 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.
Partners in Created4kidsThe project groupEMRS 27.08.2013Why 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 dont normally focus on.- High
growth with many potential consumers- The concept is innovative and
the Nordic countries have/Denmark has a unique DNAHow 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
The foundationEMRS 27.08.2013Its difficult to break into remote
markets. Many markets are having a strong retail structure where
many Danish brands normally use wholesale sales channels.
Together were stronger. One common knowledge platformOne
conceptSolidarity and communicationStrong brandingStrong strategy
and management
Together were stronger!The foundationEMRS
27.08.2013MISSIONDesigned with love from Denmark- lets explore,
play & learn
Result of the strategy tool INSIGHT:Children love to shop when
they set the terms and at eye height. Theyre 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. The retail conceptEMRS 27.08.2013Designed with
love from DenmarkThe products were designed in Denmark/the Nordic
countriesWere famous for design within fashion, furniture...
With respect tp the branding, Denmark is:Denmark is perceived in
this context as a brand with values.As a place to holiday, were
known for togetherness, experiences and activities for the whole
family.Lego, Hans Christian Andersens tales, Kjeldsens Cookies and
the Tivoli are other positive associations.
With love
The love between children and adults is the biggest thing,
universal and understood globally.Involeement and interaction are
important for childrens experiences.Couple the communication
concept to Visit Denmark and tourisms branding of Denmark.Next
step: We develop the final name and logo with a clear identity and
at child height.
Lets Explore, play & learn
Children invite others to play urge everybody to join in.We move
at child height.Children invite/are invited within a universe where
they move, are involved, become curious and play.The Pay-off
inclkues the discovery, play and learning. Fun is implicit we have
fun when we play together, children and adults.Learning/education
and entertainment coupled together in a sentence its important for
aprents in China.
8Setting target groupsTarget 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 worlds happiest people,
broad-mindedness/confidence, the whole person,
community/individualism, sustainability and design traditions.
The retail conceptEMRS 27.08.2013and inspiration:
The retail conceptMOODSEMRS 27.08.2013from the store:
The retail conceptMOODSEMRS 27.08.2013
The retail conceptShop layoutEMRS 27.08.2013from the store:
Movement:
Edu-tainment:
Event:
The retail conceptEVENTSEMRS 27.08.2013Value PropositionThe
consumerConsumerThe brand The owner(shopping centres)Retail/The
Franchise PartnerBusiness strategyEMRS 27.08.2013
BRANDSPRODUCTS/CONCEPTSLIFESTYLE SHOPPING EXPERIENCELego
worldThe Venetian20012015Effecton retail operationsSUPER
BRANDS/CONCEPT STORESMULTIBRAND STORES
nowNext!EMRS 27.08.20131) BrandMulti brand (testing)
platformIncrease revenues/export shareGo 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 impressionPossibility to develop into stand alone concepts if
proven to be a strong concept
2) ConsumerEnhanced shopping experienceDenmark as a shopping
destinationDanish (Children) Lifestyle Shopping Experience and
ValuesCross category shopping experienceEvent based
Business strategyEMRS 27.08.20133) Property developerNew strong
concepts, innovative labels supported by lifestyle shopping
experience needed to increase and drive trafficLooking for new
concepts, not just super brands or stand alone mono store
conceptsTraffic 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 PartnerNew conceptPossibility to exchange
brands from the platform (more eggs in the basket)Shopping
experience and edutainment is next practice
Business strategyEMRS 27.08.2013Economics- fee
etc.SmallMediumLargeSize m2
net300-500800-10001500-1800Brands253550Business strategyEMRS
27.08.2013TimelinePastJuneNOWAugustPhase 1Oct./sep.Phase 2 end of
2013Phase 3 beginning of 2014Introduction to concept
Marketresearch
IndividualmeetingsBusiness caseNegotiation
withRetailer/OwnerIntroduction to potential marketsAdjusting
conceptBrand mixShop layoutDevelopment of concept
DNAProductionCommitment fee
Test shopBusiness strategyEMRS 27.08.2013