Webinar presenation for Marketing Book of The Year

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THANK YOU ! For non-voters: now you know better

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Mattias Behrer

Gert Kerkstoel

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Opening Forever 21 Antwerp

1000 waiting

23000 visited in one day

2 min on national news

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1984, Los Angeles, CA

Chang Family

480+ stores

2010 Europe

On trend product

Several Lines, shoes accessories

Daily new styles

Wide, not deep

Very (very) affordable

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Huge stores

Hi street A-locations & malls

Great merchandising

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Fashion Blogging

Streetstyle Hunting

Haul videos

Social media

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Source: InSites Consulting 16 country study January 2011 – 4,065 respondents aged 15-25 in USA, UK, Russia, Germany, France,

Denmark, Sweden, Netherlands, Belgium, Spain, Italy, Romania, Poland, Brazil, India, and China.

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R2=.57

R2=.74

R2=.62

InSites Consulting Brand Model tested by path analysis

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//COOL =

0.38*Original

Cool

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//COOL =

0.20*Popular

Cool

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Cool

#146

Cool

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Insert movie Adidas

Real

Real

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QUESTION: What/Who are the most credible information sources to decide whether a jeans brand is appropriate for you?

Source: InSites Consulting BENELUX study for LEVI’s Europe 2008

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Real

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Real

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//Uniqueness by stealing from other industries

Unique

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Unique

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Happy

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