PowerPoint-prsentation

13:30 Welcome and brief introduction by the project group

13:45 Statement on the American retail market and a unique childrens concept by Shawn Parr, Kids77 USA, via Skype

14:15 Statement on Novotexs experiences on the Japanese market with shop partnership by Lasse Simonsen, Novotex

14:45 Coffee break

15:00 Presentation on the Chinese retail market and childrens products by Kim Chan, Barca CHINA

15:30 Rounding off and updating by the project group

Seminar 27.8.13AGENDAEMRS 27.08.2013Project descriptionConstellation of the project groupWhy Created4kids?The retail concept The business concept

ContentsSeminar 27.8.13EMRS 27.08.2013Created4kids is a common retail platform for Danish childrens products

The object is to create a shop concept focusing on experiences and edu-tainment. The remote market like China, where concepts with experiences are of interest are interesting. Other remote markets such as the USA and Japan will also be looked at.Concept descriptionEMRS 27.08.2013An initiative in the Regions creative growth strategy which must develop the business areas of the future in the cross-field between the different creative sectors and between the creative sectors as a whole, and other private and public players.There was a round of applications in January 2013, where there are nine partnerships which, during 2013, will show new ways of realising the potential in the creative companies.

Works to promote innovation and growth in small and medium-size housing, clothing and creative companies.Innonet applied for inclusion of the project Created4kids in More.Creative and was selected as one of the nine out of 78 projects.

NEXTPhase 2 late 2013:Selection of five of the nine projects

The constellation Created4kids The project groupEMRS 27.08.2013Designs and produces concepts for the retail sectorTASK: Design of retail concept. Production of equipment. Works to promote innovation and growth in small and medium-size interior, clothing and creative companies.TASK : Project management, networking, and applications for public fundingConsultancy company specialising in administration, organisation and branding within the fashion and design sector TASK: Chinese company, business strategy

Communication house with several bureaus, all with expertise within marketing and communication.TASK: Branding and communication platform.

Partners in Created4kidsThe project groupEMRS 27.08.2013Why does Created4Kids have the potential for success?- Significant demand in the distant markets for new concepts from the West- Danish quality and Danish values are desired as the good life - Combining playing with learning is a unique concept which promotes creativity among children by providing something they dont normally focus on.- High growth with many potential consumers- The concept is innovative and the Nordic countries have/Denmark has a unique DNAHow will we achieve this success?- Strong branding through the Danish core values- Communication and partnership with Danish brands- Danish quality - Innovative shops - experiences- Strong project management and strategies- Strong partnership (network)- Work on several fronts, also via other commercial cultural activities in cooperation with the embassies and a common Nordic concept

The foundationEMRS 27.08.2013Its difficult to break into remote markets. Many markets are having a strong retail structure where many Danish brands normally use wholesale sales channels.

Together were stronger. One common knowledge platformOne conceptSolidarity and communicationStrong brandingStrong strategy and management

Together were stronger!The foundationEMRS 27.08.2013MISSIONDesigned with love from Denmark- lets explore, play & learn

Result of the strategy tool INSIGHT:Children love to shop when they set the terms and at eye height. Theyre happiest in a universe where they move, are involved, become curious and play - altogether in an attentive interplay with parents and other children.

Children inspire/ look up to adults and children a little older than themselves. The retail conceptEMRS 27.08.2013Designed with love from DenmarkThe products were designed in Denmark/the Nordic countriesWere famous for design within fashion, furniture...

With respect tp the branding, Denmark is:Denmark is perceived in this context as a brand with values.As a place to holiday, were known for togetherness, experiences and activities for the whole family.Lego, Hans Christian Andersens tales, Kjeldsens Cookies and the Tivoli are other positive associations.

With love

The love between children and adults is the biggest thing, universal and understood globally.Involeement and interaction are important for childrens experiences.Couple the communication concept to Visit Denmark and tourisms branding of Denmark.Next step: We develop the final name and logo with a clear identity and at child height.

Lets Explore, play & learn

Children invite others to play urge everybody to join in.We move at child height.Children invite/are invited within a universe where they move, are involved, become curious and play.The Pay-off inclkues the discovery, play and learning. Fun is implicit we have fun when we play together, children and adults.Learning/education and entertainment coupled together in a sentence its important for aprents in China.

8Setting target groupsTarget group: Children aged 0-10

Goal: Create a retail/e-tail platform to market in various remote markets. Concept: edu-/entertainment

What should we brand? Danish values such as genuine democracy, play & learn, the worlds happiest people, broad-mindedness/confidence, the whole person, community/individualism, sustainability and design traditions.

The retail conceptEMRS 27.08.2013and inspiration:

The retail conceptMOODSEMRS 27.08.2013from the store:

The retail conceptMOODSEMRS 27.08.2013

The retail conceptShop layoutEMRS 27.08.2013from the store:

Movement:

Edu-tainment:

Event:

The retail conceptEVENTSEMRS 27.08.2013Value PropositionThe consumerConsumerThe brand The owner(shopping centres)Retail/The Franchise PartnerBusiness strategyEMRS 27.08.2013

BRANDSPRODUCTS/CONCEPTSLIFESTYLE SHOPPING EXPERIENCELego worldThe Venetian20012015Effecton retail operationsSUPER BRANDS/CONCEPT STORESMULTIBRAND STORES

nowNext!EMRS 27.08.20131) BrandMulti brand (testing) platformIncrease revenues/export shareGo to market without real/true brand awareness (more a label than a brand)Go to market without developed branded retail model (today mainly wholesale)Less pressure on revenue performance (m2 turnover) you never have a second chance for a first impression and yet:A second chance for a first impressionPossibility to develop into stand alone concepts if proven to be a strong concept

2) ConsumerEnhanced shopping experienceDenmark as a shopping destinationDanish (Children) Lifestyle Shopping Experience and ValuesCross category shopping experienceEvent based

Business strategyEMRS 27.08.20133) Property developerNew strong concepts, innovative labels supported by lifestyle shopping experience needed to increase and drive trafficLooking for new concepts, not just super brands or stand alone mono store conceptsTraffic generator: Increased traffic caused by commercial edutainment lifestyle concept to the benefit of the entire shopping mall traffic is a main issue and we can create overall traffic

4) Retailer/Franchise PartnerNew conceptPossibility to exchange brands from the platform (more eggs in the basket)Shopping experience and edutainment is next practice

Business strategyEMRS 27.08.2013Economics- fee etc.SmallMediumLargeSize m2 net300-500800-10001500-1800Brands253550Business strategyEMRS 27.08.2013TimelinePastJuneNOWAugustPhase 1Oct./sep.Phase 2 end of 2013Phase 3 beginning of 2014Introduction to concept

Marketresearch

IndividualmeetingsBusiness caseNegotiation withRetailer/OwnerIntroduction to potential marketsAdjusting conceptBrand mixShop layoutDevelopment of concept DNAProductionCommitment fee

Test shopBusiness strategyEMRS 27.08.2013