Going Global: Taking Your Brand to New Markets, Part 1
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Transcript of Going Global: Taking Your Brand to New Markets, Part 1
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Going Global: Taking Your Brand to New Markets, Part 1
ALBERTO SERRENTINO, Founding Partner, Varese RetailARTUR GRYNBAUM, CEO, Boticario Group
MEG LUSTMAN, CEO, HobbsDARREN WILLIAMS, International Director, T2 Tea
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Going International • Domestic market saturation, opportunities, strategicWHY
• Exclusive merchandise vs. multi-brand/ “commodity based”WHO
• Resources, innovation, partnerWHEN• Greenfield vs. acquisition; • Corporate vs. JV vs. franchising; • Stores vs. online vs. multichannel
HOW
• Proximity, similarity, partnersWHERE
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Key issuesLong-term perspectiveKeep the core values and the culture – adapt the executionIt takes time, capital, people Harder for multi-brand and mainstream retailersHidden barriers (culture, bureaucracy, regulatory environment, local competition)
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