How Cool Brands Stay Hot @ World Retail Congress 2011

transcript

//Template 1 • Tekst

Usage of mobile phone in buying process

37% 28%

N (Germany) = 290 / N (UK) = 297 / Filter: Only grocery brands and if have mobile phone

1 Discounts when checking-in

28% 28%

2 Special deals offered

3 Product information via barcodes

4 Payment

5 Augmented reality to try out products

6 Most efficient shopping route

7 Share shopping list

8 Dedicated store web sites

Source: MasterCard 2 country study August 2011 –respondents aged 18-30 in UK and Germany

“ At a grocery retailer, I am interested in these apps…”

Usage of mobile phone in buying process

61% 50%

N (Germany) = 293 / N (UK) = 298 / Filter: Only fashion brands and if have mobile phone

2 Discounts when checking-in 53%

40% 45%

1 Special deals offered

3 Product information via barcodes

4 Payment

7 Augmented reality to try out products

6 Most efficient shopping route

8 Share shopping list

5 Dedicated store web sites

“ At a fashion retailer, I am interested in these apps…”

38% 41%

free Wifi. 1. People will appreciate you for it. And they might spend some more money.

2. You can welcome your customers. 3. People are encouraged to talk about you

and your offering.

// I WILL NEVER FORGET THE DAY…

Surprise

Sadness

Disgust

Meeting the love

of my life

Becoming a sport

champion

My first kiss

Extreme experience (e.g.

skydiving, mount climbing)

Parents got

divorced

New school

Encountered aggression

When I was dumped

by my partner

Death of a person

close to me

Was diagnosed

with a serious

illness

When I got in a fight

Discovered I had no

real friends when I

needed them most Moved

Graduated

Got my driving license

Being dumped by my

boy/girl friend

N = 40

N = 13

N = 14

N = 93

N = 30

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.

Happiness N = 156

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.

R2=.57

R2=.74

R2=.62

InSites Consulting Brand Model tested by path analysis

I have a CRUSH on… H&M

Mean Scores

In UK and Germany H&M has really positive scores

on self-identification, happiness and leverage.

Brand Leverage

N (Germany) = 284 N(UK) = 272// Filter: If know H&M at least reasonably well

I have a CRUSH on… Zara

Mean Scores

Zara has positive scores (especially in UK), but a lower S

& H score in Germany, leading to lower brand leverage!

Brand Leverage

N (Germany) = 158 N(UK) = 208// Filter: If know Zara at least reasonably well

Brand knowledge

Tesco 22 %

“Coolest grocery brand is…”

Sainsbury’s

Waitrose

Morrison’s

Marks & Spencer

Rewe 14 %

Kaufland

Globus

N (Germany) = 300 / N (UK) = 302 / Filter: Only grocery brands

Brand knowledge

Topshop/ Topman 12 %

“Coolest fashion brand is…”

River Island

Newlook

H&M 9 %

Esprit

New Yorker

Jack & Jones

S. Oliver

Adidas

Diesel

N (Germany) = 307 / N (UK) = 305 / Filter: Only fashion brands

Super dry

Debenhams

//COOL =

0.38*Original

//COOL =

0.20*Popular

//Template 1 • Tekst ①Act, don’t tell

①Innovate and surprise

①Friends are the COOL filter

Insert movie Adidas

//Authenticity for

Generation Y

//Human

branding

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

//re-Humanizing

marketing

Touch points- Impact ranking of contact

moments

1 Website

2 Advertising

3 Shop staff

4 Call center

5 Events or shows

6 Social media pages

7 Blogs

6% 10%

“ Positive impact on the image of grocery retailer…”

Touch points- Impact ranking of contact

moments

1 Website

45% 39%

2 Advertising

3 Shop staff

6 Call center

5 Events or shows

4 Social media pages

7 Blogs

“ Positive impact on the image of fashion retailer…”

Brand knowledge

Next 12 %

“I have “friended” these fashion brands on Facebook…”

Diesel

Esprit

N (Germany) = 307 / N (UK) = 305 / Filter: Only fashion brands and if know the brands at least reasonably well

Brand knowledge

Tesco 9 %

“I have “friended” these grocery brands on Facebook…”

Sainsbury’s

Marks & Spencer

Morrison’s

Kaufland

N (Germany) = 300 / N (UK) = 302 / Filter: Only grocery brands and if know the brands at least reasonably well

①Stay true to your roots, but don’t shout

②Warm is the new cool

①Be open and respectful, listen (like friends)

Unique

Local, regional, Fresh Legen sehr viel Wert auf Bioprodukte.

Quality, Choice, Overview

steht für beste Qualität

Quality, Elegance, Cut klassischer eleganter Schnitt

Levis gibt es schon lange und habe die jeans gerne getragen. hat eine gute qualität

Quality, price, tradition

More upmarket than other supermarkets.

Upmarket, Natural

Style, character, personality i like its style, creativity and fashion concepts

//Uniqueness by stealing from other industries

Unique

Recipe stalls at Kochhaus BERLIN

Unique

//Evolution of the environment in denim

Unique

①Sustain your unique proposition & style

①But adapt to the changing environment

①Not forgetting about your core audience

Unique

//The core target group…

Unique

GOOD LUCK TO ALL OF YOU

& genY

How Cool Brands Stay Hot @ World Retail Congress 2011

Business