milano retail tour a journey to discover the rules of change

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 | [email protected] | www.milanoretailtour.com

The one and only journey does not consists in seeking new landscapes, but in having new eyes.

(Marcel Proust)

A j o u r n ey to discover th e ru les o f chang e

You and milano retail tour

Who is milano retail tour dedicated to

How does milano retail tour work?


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.



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.



Attractiveness Brand Storytelling Identity Aesthetic Codes Innovation

Passion Experience New Thinking Improvement Problem Solving

WE TALK ABOUT: YOU BRING HOME:



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.



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.



what trends?

SuperGreen Classic Reloaded

Arty

Once upon a time

Luxury WOW

Retro Glamour

Playlife

Randorama

Monomania

Dark Trek

Digitail SuperTrend



What industries?

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.



What routes?

The Tour’s 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.



Street + class

Milano Retail Tour’s 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.



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.



Ethnographer Kit

Participants also have a kit at their disposal, which will act as a sort of compass to direct them through their exploration.



Let’s 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.



Trend watching

Understanding and mapping trends means understanding change and understanding how the socio-cultural scene is changing, and with it the consumer’s desires and purchasing behaviour.



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.



understand



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.



workshop

sharing

Workshop - target # 1


Local + global

Workshop - target #2


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).



Team building



topics • Packaging • Navigability • Multibranding • Brand Storytelling • CRM Evolved • Digitail • Specialization • Customization • Store Lighting

Together with our clients we have been exploring:


Guests • Senior Executives • Sales managers • Retail managers • Marketing managers • Trade Marketing managers • Store Design managers • Visual Brand managers • Product managers • Customers


Our clients dedicated their Retail Tours to:

numbers

• 4 years • 30 retail tours (*) • 450 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!


Top clients


Corso San Gottardo 18 , 20136 Milano Tel. +39 02 97376045 [email protected] www.milanoretailtour.com

Is a brand owned by Creattiva s.r.l.

contacts

We thank Clet Abraham for his “speaking road signs” images.


mailto:[email protected]�



http://www.milanoretailtour.com/�






milano retail tour a journey to discover the rules of change

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