COLLECTION STRATEGIES DURING THE APOCALYPSE Phil Zwibel In - - PowerPoint PPT Presentation

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COLLECTION STRATEGIES DURING THE APOCALYPSE Phil Zwibel In - - PowerPoint PPT Presentation

May 06, 2023 91 likes •528 views

COLLECTION STRATEGIES DURING THE APOCALYPSE Phil Zwibel In Partnership with: Workshop Delivered by: Project Executed by: THE RETAIL APOCALYPSE TOYS R US 735 STARBUCKS 150 BEST BUY 250 GAP AND BANANA REPUBLIC 200, THEN 50% OF GAP GLOBAL

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Workshop Delivered by: Project Executed by:

In Partnership with:

COLLECTION STRATEGIES DURING THE APOCALYPSE

Phil Zwibel

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THE RETAIL APOCALYPSE

TOYS R US 735 STARBUCKS 150 BEST BUY 250 GAP AND BANANA REPUBLIC 200, THEN 50% OF GAP GLOBAL FOOTLOCKER 110 CHICO’S 390 FAMILY DOLLAR 390 GYMBOREE 900, ALL PAYLESS FROM 4400-2100, AND NOW ALL

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THE RETAIL APOCALYPSE

IN THE FIRST QUARTER OF 2019, STORE CLOSINGS ARE UP 23 % IN THE FIRST QUARTER OF 2019, STORE OPENINGS ARE DOWN 50 %

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What’s the Plural of Apocalypse?

  • Baby boomers are being replaced by Millennials
  • Our cultures are evolving faster and faster.
  • The world is smaller and smaller
  • Our social connections are wider and wider
  • Authenticity
  • Fair Trade
  • Sustainability
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WOM

DIRECT EMAIL

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REMEMBER

IDENTIFY SATISFY

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Was IDENTIFY the hard part?

  • Does your product satisfy a

demand?

  • If it did once, does it still ?
  • And what will they want or

need tomorrow?

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A Specific Insight

MOST FOOTWEAR SME collections are TOO BIG

  • Can’t find the winners
  • Confusing to buyers and consumers
  • Lack of focus
  • Lack of intention
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The 80/20 Rule

  • 80% of your sales will be on 20% of your

products

  • This is true, across a great many things
  • To maximize your business you need to

build on the 20% that is giving you 80%

  • f your business

A GENERAL INSIGHT

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How to maximize the 20%

  • Initiate contact with customers to get

feedback from actual sales, actual consumers.

  • LEARN FROM YOUR of poor sellers.
  • KEEP YOUR GOOD EXISTING

CUSTOMERS HAPPY!

  • ACTIVE LISTENING

BUT

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THE BLACK SWAN

A metaphor for an

event that comes as

a surprise, has a major effect, and is

  • ften

inappropriately rationalized after the fact with the benefit of hindsight.

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BEST PRACTICES in Building a Collection

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The Three Styles to a Last/ Construction Theory

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SO, this is what do we know about biggest sandal maker in the world

▪LOCOMOTIVE is BIRKENSTOCK BRAND ▪ARIZONA (2 strap) is flagship item ▪They are focussed on sandals, footbeds, comfort ▪They operate in 3 segments, comfort, fashion and discount, ▪They occupy the best segments in the sandal matrix

EVERY SINGLE SANDAL HAS A BUCKLE FOR BETTER FIT

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MATURE DISTRIBUTION ISSUE

✓WHEN YOU’RE SELLING EVERYONE YOU WANT ✓OCCUPYING THE BEST SEGMENTS IN THE MATRIX ✓YOU’VE REACHED A PLATEAU ✓SO YOU DIVERSIFY ✓OR TRY TO

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A NEW COMPANY IN THE MOST COMPETITIVE SEGMENT OF THE MARKET

It is estimated that “sneakers” account for up to 60% of the American footwear market.

It is also estimated that the top 4 brands have 60% of the market, and that the other 40% are low priced copies

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So, Only a crazy person would try to launch a sneaker brand in direct competition with the big 4

❑ MERINO WOOL FROM NEW ZEALAND ❑ MADE IN KOREA ❑ SOLD ONLY ON THE INTERNET ❑And now pop-up stores

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  • Started in

March 2016

  • 1 Million pair

in second year

  • Valued at

$1.4 Billlion

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FEATURES of ALLBIRDS

✓merino wool, 70 times finer than a human hair ✓Sustainable, soft, lightweight, breathable, flexible, natural,

renewable.

✓Minimizes odor, regulates temperature, wicks away moisture, ✓60% lower carbon footprint than synthetic ✓Castor bean insole (NOT PU) is sustainable. ✓Box uses 40% less material than standard shoe box, patent

pending

✓New Zealand Yarn is made into material in Italy. ✓Shoe is the simplest design possible, UNDERSTATED logos ✓Comfortable, machine washable

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IS ALLBIRDS A BLACK SWAN?

25,000,000 RECYCLED WATER BOTTLES

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SMALLER IS BETTER NICHE IS BETTER SPECIAL IS BETTER

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SMALLER IS BETTER NICHE IS BETTER SPECIAL IS BETTER

CUSTOM IS THE BEST

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SMALLER IS BETTER NICHE IS BETTER SPECIAL IS BETTER

CUSTOM IS THE BEST

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SMALLER IS BETTER NICHE IS BETTER SPECIAL IS BETTER

FASTER IS BETTER

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TPSA EXAMPLES

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TPSA EXAMPLES

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TPSA EXAMPLES

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TPSA EXAMPLES

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What are the trends? What is Fashion?

My One Slide course in Fashion.

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THE FASHION CYCLE

  • Construction
  • MATERIAL
  • Color
  • Shape

Shape

Color

Construction

Material

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TO SUMMARIZE

  • RETAIL APOCALYPSE
  • ENVIRNOMENTAL APOCALYPSE
  • SATISFYING MIGHT BE HARDER THAN

INDENTIFYING

  • SMALLER, SPECIAL, NICHE, FASTER
  • THE GREAT COLLECTION IMPROVEMENTS

DURING THE TPSA

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TERIMAH KASIH

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For further information, please contact the Project Office in Jakarta, Indonesia: Canada-Indonesia Trade and Private Sector Assistance Project (TPSA) Canada Centre, World Trade Centre 5, 15th Floor

  • Jl. Jend. Sudirman Kav 29-31 Jakarta 12190, Indonesia

Phone +62 21 5296 0376, 5296 0389 Fax +62 21 5296 0389