Download - Filippa K - Goto Market Strategy 2016
Filippa KGo-To Market Strategy for Germany
Team:
Katharina Redlefsen, Magnus Hannemann,
Oscar Fernandez, Jacob Claussen, Rolf Martin Falch,
Thassilo Nowacka, Janne Müller-Wieland4.03.2016
‘As a general rule, for every two retail stores opened across Europe,
one store has closed down.’Market Line 2015
TODAY’S GOALS
Understand German Retail Market
Check Brand Awareness
Know Market Development Strategy
Find Store Locations
AGENDA
1 FILIPPA K
2
3
4
5
6
GLOBAL PEERS
GERMAN RETAIL MARKET
LOCATION ANALYSIS
CUSTOMER POTENTIAL
MARKET DEVELOPMENT STRATEGY7
BENCHMARK SWEDEN
FILLIPPA K
FILIPPA K - MISSION & VISIONSUSTAINABILITY AS THE GUIDE TO GRWOTH
“I set out to build a brand with substance and
truth, not dependent on the superficial trends
of the fashion industry.”
Filippa Knutsson
Founder of ‘Filippa K.’
Long Lasting Simplicity
Reducing
Repairing
Reusing
Recycling
Frontrunner
Filippa K – Lease
Secure Labor Standards
Code of Conduct
ELLE Conscious Award
THE LOOK
GLOBAL PEERS
TARGET GROUP FOR FILIPPA K
Actively interested in design
Could afford to choose which brands they bought
Sustainable consumption and tired of bad choices and wasteful shopping
Desires comfort and doesn't want to be reminded of their clothes when they´re wearing them
Busy, educated and confident
30-45 years old- at this age a customer has the buying capacity to choose selectively
Easy, simple, long-lasting fashion
Simplicity as a form of luxury
GLOBAL COMPANIES
GLOBAL COMPETITOR MATRIX
Style
Price
MainstreamClassic Fancy
Mediu
mL
ow
Hig
h
NUMBER AND AVG. PRICE PER ITEM
€#
Mal
eFe
mal
e
NUMBER AND AVG. PRICE PER ITEM
7 27 585 66
200 €
450 €
110 €
350 €
90 €
16 25 20 25 30
130 €
300 €
130 €
280 €
80 €
1952
1858 84
220 €
320 €
150 €
300 €
80 €
1755
3417
3470 €
90 €
50 €
120 €
40 €
€#
Mal
eFe
mal
e
SUSTAINABILITY AT FILIPPA KFRONT RUNNER
SUSTAINABLE MATERIALSTencel fabric
Corozo buttons
RECYCLABLE
TRANSPARENT SUPPLY CHAIN
MINIMAL USE OF RESOURCES
MINIMAL WASTEOptimized sewing patterns
LESS CHEMICALS
MINIMAL EMISSIONS
RESPECT FOR PEOPLE & ANIMALS
LONG-LASTING DESIGN & QUALITY
PERFECT FIT & COMFORT
LONG-LASTING SIMPLICITY
SUSTAINABILITY AT FILIPPA KFRONT RUNNER
BENCHMARKSWEDEN
SUCCESS FACTORS SWEDEN A BENCHMARK
Scandinavian design tradition
Filippa K as ‘Wonder of Swedish Fashion’
Chain store concept throughout Sweden
Mayor Players in Swedish
Fashion Industry
Issues Swedish fashion brands present in all Scandinavian markets
Importance of cities as markets
Importance of traveling and the resulting preferences
Potential Germany and the Netherland are well established markets for Swedish
fashion
Germany is by tradition Sweden largest export country
GERMAN RETAIL MARKET
TOTAL APPAREL RETAIL GROWTH UNTIL 2019
7,4%GERMANY
Now 58 Bil.€
2019 62,3 Bil.€
Denmark
5,7%Now 4 Bil.€
2019 4,2 Bil.€
Sweden
Now 6,7 Bil.€
2019 7,0 Bil.€
5,7%
Source: Market Line Research 2015
MARKET SEGMENTATION AND DISTRIBUTION
Womenswear
54,4% Menswear
31,4%Kidswear
14,3%
Retailers OthersDepartment
StoresDiscountersSupermarkets
58.6%
26.3%
7.6% 6.5%0.1%
83.4%
1.4% 4.9% 0.1%10.2%
Source: Market Line Research 2015
TOP SHOPPING METROPOLISES
Berlin
Hamburg
Munich
Cologne
Frankfurt
Düsseldorf
Demographic
Forecast (%)
2012-2030
Retail Relevant
Purchasing Power
Index 2013
Source: CBRE 2014
3%
5%
-0.3%
10%
10%
8%
TOP SHOPPING METROPOLISES
Berlin
Hamburg
Munich
Cologne
Frankfurt
Düsseldorf
Demographic
Forecast (%)
2012-2030
Retail Relevant
Purchasing Power
Index 2013
114.2
110.1
107.2
123
108.7
97.3
Source: CBRE 2014
CITY ANALYSIS ON RENT PRICE VS. PURCHASING POWER AND AVG. FREQUENCY
Berlin
Bonn
DortmundDüsseldorf
Essen
Hamburg Neuer Wall
Hamburg -Mönckeberg
Karlsruhe
Köln
MunichMarienplatz
MunichTheatinerstr.
Stuttgart
75
125
175
225
275
325
375
88 93 98 103 108 113 118 123 128
Avg.
Hig
hest R
en
t P
rices in E
UR
Purchsing Power Index
Bubble Size: Avg. Frequency per Hour on Saturday
Reference: Munich Marienplatz: 14000+
Source: Engel&Völkers 2015
LOCATION ANALYSIS
CITY OF HAMBURG
Source: ESRI / CITY of Hamburg 2015
CENTER OF HAMBURG WITH DISPOSABLE INCOME
National avg.: 20,900€Data: esri 2015
Source: ESRI / CITY of Hamburg 2015
CENTER OF HAMBURGDISPOSABLE INCOME WITH POPULATION DENSITY
Source: ESRI / CITY of Hamburg 2015
TARGET AREA: HARVESTEHUDE INDEX: 115 (West-Germany: 100)
Target Area
Source: ESRI / CITY of Hamburg 2015
CUSTOMER POTENTIAL
People Interviewed: 100
WHICH MEDIA DO YOU USE WHEN IT COMES TO FASHION?
Magazines 73% | Blogs 52% | Facebook 45% | Pinterest 20% | Twitter 9%Instagram 51% |
Scandinavian
POTENTIAL CUSTOMER PERCIEVED FILIPPA K AS…
Quality
Modern
S
u
s
t
a
i
n
a
b
l
e
Stylish
Cle
an
Classic Simple
& Elegant
DO YOU KNOW FILIPPA K IS SUSTAINABLE ORIENTED?
YES
88%12%
72k
541k
31k
231k 274k115k
33k210k
355k
45 50 10 40 2,000 40 6 30 40
Followers
79k
1000k
8k219k
413k37k 51k 210k 396k
1,300 910 150 1,800 4,600 500 600 3,200 1,500
2k
24k
1k6k
36k
k
11k
20k27k
771 1,500 355 714 2,900 0 3,300 3,500 2,400
✖ ✔ ✔ ✔ ✔ ✔ ✔ ✔✖
Avg.
Likes
per Post
ONLINE COMMUNICATION ITENSITY
USER RESPONSE IN SOCIAL MEDIA RATIO
Drykorn
Filippa K
Lala Berlin
& Other StoriesSandro
Kooples
COS
HIGH
LOW
Source: Obtained Online Data
ORIGINAL CONTENT IN SOCIAL MEDIA
Kooples
& Other Stories
Lala Berlin
DrykornSandro
Acne
Filippa K
HIGH
LOW
Qualitative Analysis
FILIPPA – K MARKET DEVELOPMENTSTRATEGY
MULTI-CHANNEL STRATEGYSALES
Growth in all channels
Hamburg: AEZ / Nikolai Quartier
Online: Control Distribution and Discounts
Focus on boutiques, selected department
stores & CS in Hamburg and Munich1.
2.
Today
Open New
Concept Stores
Berlin
Hamburg - Eppendorf
München
Control Online Sales
Zalando
Filippa K - Shop
Boutiques
Online Boutiques
Go into Multi-
Branded Stores
Earned
MULTI-CHANNEL STRATEGYCOMMUNICATION
BoughtOwned
In-Store
Adverts
Advertising
TVCTraining
Brochures
PR / Online
Social Media
Bloggers
Add BOUGHT media to EARNED & OWNED
activities (maybe TV campaign)
Primary focus on EARNED & OWNED media
Secondary focus on BOUGHT media
(ads in selected magazines)
1.2.
3.
Today
MAGAZ
INES
STORE LOCATION RECOMMENDATION
TARGET AREA: HARVESTEHUDE INDEX: 115 (West-Germany: 100)
Target Area
Source: ESRI / CITY of Hamburg 2015
EPPENDORFER BAUM SHOPPING AREA AS PRIME RETAIL LOCATION
Multi-Branded Retailers
Liedloff
Petra Teufel
Anita Hass
GOSCHE
Paula
Classico
Mili (Nordic Style)
Queen for a Day
Concept Stores
Liebeskind
MAC
Palmers
Source: ESRI / CITY of Hamburg 2015
ATTRACTIVE FLOORSPACE WITH HIGH VISITOR FREQUENCY
4.000€Rent per Month
251m² 138m²Total Sales Floor
Source: Dannemann Immobilien – 27.02.2016
QUESTIONS?
THANKS!
0 2 4 6 8 10 12 14 16
Quality
Modern
Sustainability
Stylish
Clean
Classic
Simple & Elegant
Scandinavian
What Do You Associate With Filippa K?
People Interviewed: 100
Answered: 41
0 20 40 60 80
Female
Male
Gender
0 10 20 30 40 50 60
20-29
30-39
40 -
Age
People Interviewed: 100
0 5 10 15 20 25 30 35 40 45
No
Yes
Do You Know Filippa K Is Sustainable Oriented?
People Interviewed: 100
Answered: 45
0 2 4 6 8 10 12
Sustainable
Classic
Durable
Simple
Similar
Unknown Brand
Timeless
How Is Filippa K’s Image in Comparison With The Other Brands?
People Interviewed: 100
Answered: 45
8
20
52
73
51
9
45
0 10 20 30 40 50 60 70 80
Other
Modewebsites / Blogs
Magazine
Which Media Do You Use When It Comes To Fashion?
People Interviewed: 100
0 10 20 30 40 50 60 70
Tiger of Sweden
Kooples
Drykorn
Lala Berlin
Sandro
Acne
Stella McCartney
Filippa K
Do You Know?
People Interviewed: 100
Answered: 86