going global - gabrielle hase

Fifty Shades of the USA9 May 2013

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What we’ll cover

• The pleasure• And the pain• What we love• And what we really don’t like• A primer

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The pleasure…

• It’s a big, developed market

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The pleasure…

• We spend a lot

Source: Conlumino

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The pleasure…

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The pleasure… and the pain

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The pain…

• It’s a crowded market• 50 states, 50 sales taxes• Labeling (country of origin)• Customs and duties

Mickey Drexler, CEO of J.Crew, said:

“There are too many retailers. There are too many brands. There are too many

designers. There are too many discount stores, and the predator online companies

are selling discount like crazy.”Source: Forbes.com

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The pain…

InStyle Magazine US editionApril 2013

• Marketing is expensive

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Models

• Concessions, own stores, online

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We love…

• Anything English

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We love…

• Anything English• A bargain

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We love…

• Anything English• A bargain• Attention

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We love…

• Anything English• A bargain• Attention

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We don’t like…

• Extra letters and wrong words

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We don’t like…

• Extra letters and wrong words• Incorrect calendars

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We don’t like…

• Extra letters and wrong words• Wrong calendars• Your sense of humor

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A primer - Holidays

Holiday DateValentine’s Day

February 14

Tax Day April 15

Mother’s Day mid-May

Memorial Day End May

Independence Day

July 4

Labor Day Early September

Halloween October 31

Thanksgiving End November

Christmas That stays the same

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A primer - terms

UK (wrong) term US (right) termDelivery Shipping

Next – day Delivery Overnight Shipping

Pound and pence Dollar and cents

9/5/2013 5/9/2013

Post code Zip code

Free (phone call) Toll free

Centimetres Inches

Knickers Underpants

• Great blog post on advertising differences with videos from Curveball Media

• Video on language differences• Eddie Izzard at his finest

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Get crackin’!

Gabrielle HaseSoleberry Advisory, Ltd.@SoleberryLtdgabrielle@soleberry.com