milano retail tour, a journey to discover the rules of change

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  1. 1. MILANO RETAIL TOUR A journey to discover the rules of change The only format aimed at companies to explore emerging Trends in Milanese and International Retail. C.So San Gottardo, 18 - 20136 Milano | t. +39 02 97 37 60 45 | info@milanoretailtour.com | www.milanoretailtour.com
  2. 2. The one and only journey does not consists in seeking new landscapes, but in having new eyes. (Marcel Proust) A journey to discover the rules of change
  3. 3. You and milano retail tour Who is milano retailtour dedicatedto How does milano retailtour work? A journey to discover the rules of change
  4. 4. we believe that inspired people can change the world. The incentives that participants receive during the Tour fuel their lateral thinking and creativity, building a sensational creative potential for the business of the companies in which they operate. A journey to discover the rules of change Who is milano retailtour dedicatedto
  5. 5. Milano Retail Tour guides the explorers through an experiential journey to discover the location of the most innovative retail, to achieve three objectives : integrate your company knowledge of contemporary retail business through an immersion in real life; translate new knowledge into ideas to be used in your business (your brand, your product, your stores); associate an effective and fun team building activity to the learning experience. A journey to discover the rules of change Who is milano retailtour dedicatedto
  6. 6. Attractiveness Brand Storytelling Identity Aesthetic Codes Innovation Passion Experience New Thinking Improvement Problem Solving WE TALK ABOUT: YOU BRING HOME: A journey to discover the rules of change You and milano retail tour
  7. 7. Milano Milano is one of the four fashion capitals of the world together with London, Paris and New York. It hosts the fashion week. There are 14 fashion schools that attract more than 6,000 students mostly foreigners. In 2015 is planned the inauguration of the City of Fashion and the Museum of Fashion. According to a survey of 2011 by Trip Advisor, the largest travel review website in the world, Milano was crowned as the European city with the best trend looking inhabitants, taking first place in the ranking of the most fashionable cities in Europe, ahead of Paris. Milano has also been defined as the third shopping capital of the world, right behind New York and London, but ahead of Paris, Dubai and Tokyo, and it has induced a significant tourism for shopping. A journey to discover the rules of change You and milano retail tour
  8. 8. What retail? Milano Retail Tour is based on a monographic map of emerging trends in International retailing, as well as on a specific database of the Milan retail scene, consisting of around one hundred selected and clustered stores. A journey to discover the rules of change You and milano retail tour
  9. 9. whattrends? SuperGreen Classic Reloaded Arty Once upon a time Luxury WOW Retro Glamour Playlife Randorama Monomania Dark Trek Digitail SuperTrend You and milano retail tour A journey to discover the rules of change
  10. 10. Whatindustries? FOOD it has always been an incubator of new trends...and EXPO 2015 will talk about it a lot! DESIGN - Milan and Italy typically offer many tips and successful examples in its retail. FASHION the capital of the fashion world is constantly a work in progress in fashion retail , from the temples of luxury to the novelty of fast fashion. You and milano retail tour A journey to discover the rules of change
  11. 11. Whatroutes? The Tours urban routes are designed with a single selection criterion in mind, namely to identify places that exemplify a specific trend and that therefore hold a special place in the contemporary social imagination. A journey to discover the rules of change You and milano retail tour
  12. 12. Street+class Milano Retail Tours training approach is based on a dual outdoor and indoor setting, in which a first-hand observation exercise, into the field, is followed by a workshop session. Milano Retail Tour uses a training approach known as Research Based Learning, which is derived from the well known Learning by Doing system. A journey to discover the rules of change You and milano retail tour
  13. 13. A journey to discover the rules of change How does milano retailtour work?
  14. 14. Brief&breakfast Participants become ethnographers for a day since they have to observe and document everything they see, driven by an observation task assigned to them at the start of the day. How does milano retailtour work? A journey to discover the rules of change
  15. 15. Ethnographer Kit Participants also have a kit at their disposal, which will act as a sort of compass to direct them through their exploration. A journey to discover the rules of change How does milano retailtour work?
  16. 16. Lets go Retail scene offers a special view on consumers mindstyle dynamics because it gathers and absorbs the emerging trends. Whether they are emerging or mainstyle these trends find a physical space in which to display themselves and to come alive. A journey to discover the rules of change How does milano retailtour work?
  17. 17. Trendwatching Understanding and mapping trends means understanding change and understanding how the socio-cultural scene is changing, and with it the consumers desires and purchasing behaviour. A journey to discover the rules of change How does milano retailtour work?
  18. 18. Travel notes The fieldwork phase, overseen by an expert trendwatcher and with the assistance of the ethnographer kit provided to participants, begins with the allocation of tasks that will help to direct the participants visits and discoveries in every step of the route. A journey to discover the rules of change How does milano retailtour work?
  19. 19. understand A journey to discover the rules of change How does milano retailtour work?
  20. 20. The final workshop session is aimed at providing some time for reflection, where the experience out in the field can be shared and discussed within the group. A journey to discover the rules of change How does milano retailtour work? workshop
  21. 21. sharing Workshop - target #1 A journey to discover the rules of change
  22. 22. Local+ global Workshop - target #2 A journey to discover the rules of change
  23. 23. Wrap up With the aid of the trainers (professional trendwatchers and trend analysts), the results of the observation tasks will be analyzed, converted into interpretation patterns and diagrams and finally into multi-level conceptual maps (text, graphics and iconographics). A journey to discover the rules of change Workshop - target #3
  24. 24. Team building Workshop - target #4 A journey to discover the rules of change
  25. 25. topics Packaging Navigability Multibranding Brand Storytelling CRM Evolved Digitail Specialization Customization Store Lighting Together with our clients we have been exploring: A journey to discover the rules of change
  26. 26. Guests Senior Executives Sales managers Retail managers Marketing managers Trade Marketing managers Store Design managers Visual Brand managers Product managers Customers A journey to discover the rules of change Our clients dedicated their Retail Tours to:
  27. 27. numbers 3,5 years 25 retail tours (*) 360 ethnographers for a day (*) in March 2013 Paris Retail Tour was added to our offer. in February 2014 London Retail Tour has been added, too. in 2015 New York Retail Tour will start! A journey to discover the rules of change
  28. 28. Top clients A journey to discover the rules of change
  29. 29. CorsoSanGottardo 18, 20136Milano Tel.+39 02 97376045 info@milanoretailtour.com www.milanoretailtour.com Is abrand owned by Creattivas.r.l. contacts We thank Clet Abraham for his speaking road signs images. A journey to discover the rules of change

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