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SISLEY @ HOLT RENFREWPresented by:

BRIAN WINSTONWINSTON COLLECTIVE

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BMW as he is sometimes referred to is a dynamic, visionary senior executive providing guidance and leadership with strong customer orientation. He has experienced years of training in the luxury retail business as well as the wholesale/e commerce and vertically integrated channels to marketing for some of the best companies worldwide. Brian Winston continues to be a superior communicator with proven expertise leading large, complex organizations. He is focused on successful and positive relationships with diverse stakeholders including exporters, investors, leaders in industry and government. Winston has spent thirty plus years’ developing and fine tuning his strategic market experience and continues to consult on the globalization of trade as a market ambassador for Canada and the USA. Market Insights: United States • Canada • UK • France • Germany • Italy • Hong Kong • Peru • Chile • Colombia • Bolivia P&L: To $250MTeams: 45Languages: English, French/Italian/German – working proficiencyAcademic: BBA ( Economics/Commerce) York ; EMBA – U of T ( Rotman)

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TNE COMPETITORS

• HBC• NORDSTROM• SAKS FIFTH AVENUE• SEPHORA ( N/A for SISLEY )• BEAUTY @ SHOPPERS ( N/A for SISLEY )• DUTY FREE

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• Started as a small Seattle shoe shop to the leading fashion specialty retailer they are today.

• 323 stores in 39 states and Canada. Customers are served at 121 full-line stores in the U.S. and Canada, 194 Nordstrom Rack locations,

• five Trunk Club clubhouses—a personalized styling service—• two Jeffrey boutiques and one clearance store. • customers online in 96 countries through Nordstrom.com. And

our nordstromrack.com site, which operates in partnership with our private sale site Haute Look, gives customers off price opportunities

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Nordstrom /Asians

• Happy Lunar New Year! Celebrate with the gift that gives:

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NORDSTROMS

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SAKS FIFTH AVENUE• As of 2013, the New York flagship store generated

around 20% of annual sales at $1 billion.[10]

• On July 29, 2013, the Hudson's Bay Company (HBC), owner of the competing chain Lord & Taylor, announced it would acquire Saks Fifth Avenue's parent company for US$2.9 billion.[11]

• Plans called for up to 7 Saks Fifth Avenues to open in major Canadian markets to add to their USA 38 full line stores.

• Strong E commerce business• Eaton Centre – Feb 18th and Sherway- Feb 25th

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SAKS BEAUTY

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SFA/Social media Outreach

• Come along for the ride as we discover the wonders of Toronto in our Saks Canada uTOpia series. We'll be introducing nine notable Toronto-based influencers as they tell us about their experiences living and working in Toronto. #saksuTOpia

• Watch our short-doc series:https://s5ave.nu/saksutopia-on-youtube

• Get utopian style on saks.com: https://s5ave.nu/shop-saks-utopia

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SEPHORA

• GIRLS just “wanna” have fun… Rich Experiences both in store and On Line-

• Reward Points are important• Exclusives on lines and products- builds

exclusivity and ego• Build hype with special events, bloggers and

very out going in store staff

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SEPHORA

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THE MILLENIALS

This is what 25-29 LOOKS LIKE

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MILLENIALS

• Presently 18-34 years old • FUN vs ECONOMICAL ( experiential )• 80% looking for Product Quality- trade up

potential is possible !!!!• Convenience is important- busy lives and not

always planning • Rapid Delivery from E commerce

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WHO- MILLENIALS• Millennials- (1982 -2005)• -Babies are special- “Baby on Board “- Hollywood moved to

adorable kids- Fertility Rebound- Child Abuse-Child Safety and Family Values-

• 90’s- adult issues- tax cuts to internet access because of references to the child- NO CHILD LEFT BEHIND- became an educational mantra- Lower Risk Factors Behaviours- started gravitating to Large Institutions and Government Agencies- seeking teamwork, protection against risk - WORK-LIFE- BALANCE

• -Culture less risky- focus on upbeat messages- more conventional with big brands remakes and resurgences of oldies- Close relationship with Parents-

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THE TOP SELLING MILLENIAL BRANDS

1)Cover Girl ( P and G)2)L’Oreal ( Maybelline)3)Neutrogena ( skin care )4)CLINIQUE5)MAC6)BARE MINERALS……………………………………..19) NARS20)ESTEE LAUDER22) CHANEL

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Questions to ML’s

• ANTI AGING CREMES- SURVEY- 40%- Are presently or will be shortly interested

• HAVE AVOIDED DEPT STORES IN PAST – particularly in the luxury channel-So why is CLINIQUE #4 and MAC #5

• The above have the right Marketing Message and the right sweet spot for price.

• Message is LOUDER and CRISPER

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LOYALTY PROGRAMS

• 63% OF Millennials joined a program vs 55% of general populace ( GP)

• 25% OF Millennials joined a program –offered member only events vs 16% GP

• 40% OF Millennials joined to access Member only sales, Products and Services

• 63% of MILLENIALS joined when the core values support wellness, sustainability, Charity

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INFLUENCERS/ V BLOGEGRS

• Michelle Phan (.michellephan.com)• Meghan Rienks(meghanrosette.com)• Bethany Mota (bethany-mota.com)• Camila Coehlo(camilacoehlo.com/en)• Ingrid Nilsen• Alisha Marie ( www.alishamarie.net)• Raye Boyce(jasminecole.com/raye-boyce)• Claire Marshall (Heyclaire.com)• Lauren Curtis (laurenbeauty.blogspot.com)

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MICHELLE PHAN

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MICHELLE PHAN BIO • Michelle Phan is a digital pioneer, who trail-blazed her way in the world of fashion and beauty on YouTube. With

a growing global community of over 7.5 million, Michelle’s videos have been viewed more than 1 billion times, making her one of the most watched talents in the digital space. She is an award-winning content creator, and was recently honored with the first-ever Streamy ICON award, and the 2015 People’s Voice Webby Award for Best How-To and DIY Channel. Michelle has also been on Forbes 2015 30 Under 30 list in the category of Art and Style and Inc’s 30 Under 30 Coolest Entrepreneurs of 2015. Michelle produces, directs, stars in and edits all of her own work, and has released over 300 videos since 2007. Her unprecedented, signature video style is clean, artful, and expertly edited, with clear, easy-to-follow titles and voiceover instruction.

• In addition to her immensely successful YouTube channel, in 2011 Michelle co-founded ipsy, the world’s largest and most passionate online beauty community. ipsy is centered around the award-winning monthly Glam Bag, a personalized beauty sampling service based on individual style, beauty habits, coloring and preferences. ipsy boasts over 1,000,000 subscribers in the U.S. and Canada and is expanding rapidly. Recently Michelle launched ipsy Open Studios (ipsyOS for short), a studio space for up-and-coming beauty creators that will allow access to the tools and advice necessary to develop their creative talents further. In August 2013, Michelle teamed up with cosmetics titan L’Oreal to launch her make-up line em Michelle Phan. em is the first makeup line co-created by a community of beauty lovers and a beauty expert.

• Most recently, Michelle has partnered with Endemol Beyond USA to launch a new premium lifestyle network named ICON. Creatively led by Michelle, ICON is an online global destination for the empowerment of viewers through inspirational premium content, conversation, and community. ICON serves a multi-cultural demographic and features original programming in beauty, fashion, wellness, DIY, food, human-interest stories, and travel. Michelle also launched a book in October 2014, called “Make Up: Your Life Guide to Beauty, Style, and Success – Online and Off

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MEGHAN RIENKS

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MEGHAN RIENKS• Meghan Rienks - YouTube• www.youtube.com/user/meghanrosette• Meghan is a new media phenomenon with over 1.5 million

YouTube subscribers on her comedy/lifestyle sketch channel. Her videos run the gamut from fashion advice to visual poetry, and she has developed an important relationship with her audience based on her ability to express herself in a natural and candid manner. While maintaining a thriving lifestyle brand and fan base, Meghan is also a formally trained actress. Some of her notable credits include "Side Effects" for AwesomenessTV, and the acclaimed web series "Shipping Julia".

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BETHANY MOTA

• Bethany Mota | Bethany-Mota.com | Your #1 Source for Bethany Mota News ...

• bethany-mota.com• Bio: Bethany Mota, 18, (born in Los Banos,

California) is an American video blogger and social media personality who rose to fame through her own YouTube channel.

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INFLUENCER MEDIA KITS

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BLOGGER FOR HIRE

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OverallMILLENNIAL PROFILES

• OPEN TO New Experiences• RESEARCH their purchases- • PREVENTITIVE- to be in the know- • Fashion and Beauty are hobbies – they want the

latest and greatest• Pay great attention to Packaging Design• Store Visuals are important• On-Line• Connecting on Social Media Platforms (below)

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REFERRALS

• Friends/Influencers/Bloggers – ARE essential to get their attention ( they become their authorities)

• Best of Lists- Top Ten – Allure- less reading• They can actually be sponsored ( Cassie Stewart)• Social Platforms- best are Instagram, YouTube,

Reddit and Facebook - how you deliver the message

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POPS UPS-

• ARE an amazing way of building brand awareness in a short time period

• Need to be well publicized and to really exploit Media to get attendance

• Close to the where the Audience lives or plays – Queen or King West

• Use relatable staff – peer group- outgoing- no pressure- “attitude their on your side”- more helpful than pushy-

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40 AND COUNTING….Dawn Shapiro, 39, Vice President and Group Partner at Universal McCann, a Global Advertising Agency

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BABY BOOMERS

• Born between 1946-1964 presently 52-70 years old

• Are generally not shopping as much – financial future- Recession etc.

• Discrepancy between mind and body • “Growing old is inevitable but growing up is

optional”• Focused on looking and staying younger

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WHO- BOOMERS• Baby Boomers- (1943-1960)• -Dr Spock Babies- indulged products of postwar optimism- Father Knows

Best( family order), Strong Community Spirit – determined to never have a sheep following mentality( Hitler, Stalin and Big Brother –Scorn Parents Blue Prints- institutions , civic participation and team playing while seeking self- perfection and deeper meaning

• -Melting Pot- Full time moms, Suburbs, Big Auto came under criticism- led to youth crime, substance abuse, sexual risk taking increases, while academic achievements and SAT were falling-

• -Consciousness peaked with : Vietnam War Protest , Summer of Love ( 67), Democratic National Convention (68) and Woodstock ( 69) and Kent State ( 70)

• -Women challenged the glass ceiling- Equal Pay for Equal Work- Arbitrators of National Values- gravitated towards fields like teaching, religion, journalism, law ,marketing, arts

• In the 80’s- Yuppie reinvention, in the 90’s- “culture war”- politics of meaning- red and blue zones- kids kept close- helicopter parents-

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Sallie Krawcheck, 50Owner of Ellevate Women's Network and Ellevate Asset Managment

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THE MANY FACES OF BABY BOOMERS

Yasmina Rossi, 51Photographer

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Boomers …

• Cosmetic Surgery Pioneers- striving to hang on to their youthful look-

• Quality & Value- willing to pay more for Performance – Want to see quick results- Brand loyalty is waning

• Cautiously Curious- “show me “ • Retailers- role is to educate about quality and new

products – this requires time at the counter approach at counter- no previous research and needing direction

approach at counter- no previous research and needing direction.

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Who’s out there?• GI- (1901-1924)• -good kid reputation and sharpest ever rise in school achievement- development of Miss

America, All American Athletes- • -“The affluent society “suburbs start to emerge and a shift from city center , vaccines,

stable families and conventional mores, - This generation does not get along well with its kids but has strong ties to civic life, focused on action more than values and beliefs

• Responsible presidency (1961-1992)- but also encompassed Vietnam, Watergate , Iran-contra and huge budget deficits

• Silent Generation (1925-1942)• -grew up as the seen but not heard generation- Little Rascals- Shirley temple- Great

Depression and WW II- The “James Deans” –“ Rebels Without a Cause” – risk averse, lonely, early marriages, invisible handshake, climbing the career ladder+ SUCCESS- grey flannel conformists

• -in the 60”s they became the civil rights activists, Rock n Roll, Anti War, Feminists, Public Interest Lawyers- rose to power after Watergate- vast expansion of the legal process- late in life payouts- pensions, retiree health care and golden parachutes

• -entered retirement with hip lifestyles and affluences

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WHO- GEN X • Generation X- (1961-1981)• -grew up in failing school system and failing marriages• -distrust of institutions- including family; sexual revolution; rise in

divorce; R rated culture; latchkey childhood; MTV (80’s)- Hip Hop; Surging Interest in Business and military Careers

• -Teen pregnancy up, greater risk tasking- AIDS• - Xers dated cautiously and married late- building strong families• -prefer Free Agency vs Corporate Loyalty- want to be their own

boss- greatest entrepreneurs in US History- high tech savvy and marketplace silence-

• -largest share of immigrants- volunteering was done but more on one x one basis- more effective

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Holts /Chinese• Target: Affluent Chinese• Market: Toronto & Vancouver• Objective• To communicate Holt Renfrew’s 175th celebrations to Chinese consumers

via targeted 20-day Chinese social media blitz campaign • Strategic• Sina Weibo was strategically chosen to be the key social media platform in

building awareness for Holt Renfrew’s 175th anniversary celebrations. Using culturally relevant messaging and images, 12 key celebratory messages were posted to the Weibo page and further amplified by leveraging key influencers to spread the messages. Social media engagement was generated through a special contest which encouraged Weibo users to become a follower, share with 2 friends and retweet to become eligible to win a Holt Renfrew gift card.

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Holts /Chinese Market

• Results• By centralizing all Chinese social media activity onto a

single branded Holt Renfrew Weibo Page empowered the brand to connect with Chinese consumers directly in conversation.

• 692 new followers within 20 days• 1044 conversations were generated via @mentions• 1047 retweets and 221 comments within 20 day period• More than 868 users participated in special contest

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CHINESE IN CANADA

• In Canada, Chinese are one of the two largest "visible minority" populations in the country -- totaling 1.3 million, with correspondingly strong population growth of 29 percent between 2001 and 2011. Two metropolitan areas alone -- Toronto and Vancouver -- contain 71 percent of all Chinese in the country.

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ASIANS

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ASIAN STRATEGY• Strategy• With our cultural understanding of the targeted Chinese consumer, we were

able to identify the path to purchase for each segment and leverage these insights in our media strategy. We intersected and connected at relevant touchpoints with an intriguing consumer message using a “social, local and mobile approach” infused with online advertising

• Social: Leveraged Sina Weibo and local community forums• Local: Connected with consumers at targeted high-end hair salons and resto-

lounges in the Greater Toronto Area via exclusive Community Media Network• Mobile: Integrating QR codes into local marketing collateral to bridge offline

to online• Digital: Flash banner ads on Chinese sites to generate awareness and drive

click-through to the first-ever Chinese Landing Page within the holtrenfrew.com domain

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Holts….• Target:• Young & Affluent - Chinese females aged 15-34

Aspiring Immigrant – Chinese females aged 35-55• Market: • Toronto• Objectives: • (1) Position Beauty Boutique as the #1 destination for holiday

beauty and gift giving while reinforcing value propositions of Health, Beauty, and Convenience. (2) Drive new customer acquisitions via building brand presence and awareness (3) Strengthen affinity towards the Beauty Boutique brand by connecting with Chinese customers through grassroots events.

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• Clear business opportunities in this demographics.

• Evidence of larger deposits in bank accounts and higher savings rates

• Predisposition to spend more money on new vehicle purchases,

• Earlier-adoption of new technology products and services, higher frequency for international travel and per-trip spending...

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Asian characteristics

• Educated and Affluent:• Chinese communities in North America demonstrate

high levels of both educational attainment, and household affluence. For example, in the U.S., Chinese are almost twice as likely as all Americans to hold Bachelor's degrees, more than twice as likely as all Americans to hold advanced degrees (M.A. and beyond), and boast a median household income that exceeds that for all Americans by $15K.

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Retention of existing customers• ASSUMING we are speaking of mostly Baby Boomers- skin care needs- will

definitively move towards “Maintenance” and Products Related to Ageing. Quick Fixes

• NEGATIVES- incomes may be declining ( or at least feel that way ) and client base ageing- can also be looked at you as an opportunity to change the client regime and take market share .

• Maybe there can be pushes to spread the purchases over a period of months- Yearly spends- product of the month

• LARGE demographic- travels frequently- will have to compete with DFS in this realm- How to compete. Discounts of up to 30%. Most DFS do not carry SISLEY in a major way. YOU must be their authority

• SERVICE- Service- Service- not as a pest and must be sincere. More sampling of new products, perhaps new treatment introductions ( shorter time and if they like it they can book again for the complete package )

• AUTHENTICITY- what does that mean- being natural about how you promote and speak about the products you use and that you advise upon

• -Build upon Company’s (HOLT RENFREW)Loyalty program- add a free product or service when you reach different levels of expenditure-

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RETENTION OF CLIENTS• REFERALS- a Friend- “Share the secrets”- need to have them purchase something

and give an e mail for direct marketing purposes. Become a part of the best kept secret- GIVE THEM SOMETHING

• Product Knowledge Sessions- perhaps a small “petite dejeuner” set up in the store- to introduce a new product, market a different product – perhaps an outward reach- women’s club-

• When the Brand becomes available at the Competitors- SFA, Nordstrom in Canada- the exclusivity issue will then be shared by more. So Equity Relationships become that much more important. How do you build upon the history that you have- how do you deepen the ties to the customer- client history, product updates etc

• What are the insecurities of your customers- how can you satisfy or put their mind to rest on these issues? Become important to them-

• Communication from The Brand Manager/ The Buyers- What’s New- What is Relevant to the Brand and What is NEW?-Responsibility to be the leader at the forefront /to be the key advisors- the authority

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CANADA DUTY FREEMarketing done to attract.

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DUTY FREE-ASIANS

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DUTY FREE • Savvy Savings• Guaranteed through Government Licensing and Customs

Allowances. • Did you know land border duty free stores offer greater savings

than Canadian and U.S. retail stores?• 30-50% savings on Liquor – also offer many duty free exclusive

brands• 10-20% savings on Wine & Beer• 15-30% savings on Fragrances, Skin Care and Beauty products• 15-25% savings or more on a myriad of other products including

confectionary, jewellery, handbags, sunglasses and much more

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Take away’s• Expanding the business – one convert at a time• Be their trusted advisors- WIN their trust and not have them feel you are being pushy to sell

product. ‘’BE EXTRAORDINARY’’• Being Authentic- is essential • Reaching out to the community- finding ways to spread the word-such as women’s clubs,

investment club, professional women’s clubs- ask to be a key note speaker- develop a 5 minute Youtube video to promote

• Samples • Rewards for referrals- link in a local café- lunches – perhaps the 3 of you could attend –

building up the relationship• Forwarding relative industry related ‘interest” materials as a Point of Reference• Millennial packaging- small sizes – cool packaging- GOOD PRICING- ASPIRATIONALS• For Millennials- “push the in the know” as well as the bloggers/authority card – REACH OUT

TO YOUR LOCAL INFLUENCERS- bring them in to convert them. • Send them samples- with a handwritten note- • Local TV talk shows- hostess – do their make up/skin care segments- offer a SISLEY day• Pop Up- grab some attention- network with ML thru Pop UP to develop the next aspirational

and potential customers

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More take away’s…• Thank you for the business and diarize when they should run out-

text/call/e before• Delivery @ No Charge- Drop off “if an emergency “• New Product announcements and education• Create buzz- make a day a month- to promote a certain product- to

connect with your clients• Drop the attitude – Push the sincerity• Never down grade but rather suggest alternatives• Avoid confrontational topics- keep it professional- no political/religious/

issues • Get to know what’s important to them- the dog, their girlfriends, social or

charitable causes- become their good friend – make yourselves into the only person and place they would want to shop.

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THANK YOU ..