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 FOOTLOCKER 110 CHICO’S 390 FAMILY DOLLAR 390 GYMBOREE 900, ALL PAYLESS FROM 4400-2100, AND NOW ALL
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 %
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
WOM DIRECT EMAIL
REMEMBER IDENTIFY SATISFY
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?
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
A GENERAL INSIGHT 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% of your business
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
THE BLACK SWAN A metaphor for an event that comes as a surprise, has a major effect, and is often inappropriately rationalized after the fact with the benefit of hindsight.
BEST PRACTICES in Building a Collection
The Three Styles to a Last/ Construction Theory
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
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
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
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
• Started in March 2016 • 1 Million pair in second year • Valued at $1.4 Billlion
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 •
IS ALLBIRDS A BLACK SWAN? 25,000,000 RECYCLED WATER BOTTLES
SMALLER IS BETTER NICHE IS BETTER SPECIAL IS BETTER
SMALLER IS BETTER NICHE IS BETTER CUSTOM IS THE BEST SPECIAL IS BETTER
SMALLER IS BETTER NICHE IS BETTER CUSTOM IS THE BEST SPECIAL IS BETTER
SMALLER IS BETTER NICHE IS BETTER FASTER IS BETTER SPECIAL IS BETTER
TPSA EXAMPLES
TPSA EXAMPLES
TPSA EXAMPLES
TPSA EXAMPLES
What are the trends? What is Fashion? My One Slide course in Fashion.
THE FASHION CYCLE • Shape • Color Color Shape Material Construction • MATERIAL • Construction
TO SUMMARIZE • RETAIL APOCALYPSE • ENVIRNOMENTAL APOCALYPSE • SATISFYING MIGHT BE HARDER THAN INDENTIFYING • SMALLER, SPECIAL, NICHE, FASTER • THE GREAT COLLECTION IMPROVEMENTS DURING THE TPSA
TERIMAH KASIH
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
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