Seminar 27.8.

13

AGENDA
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

EMRS 27.08.2013

Seminar 27.8.13

Contents
-

Project description
Constellation of the project group
Why Created4kids?
The retail concept
The business concept

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Concept description

Created4kids 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.

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The project group

The constellation
Created4kids
An 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.
NEXT
Phase 2 late 2013:
Selection of five of the nine projects
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The project group

Partners in
Created4kids
Designs and produces concepts for the retail sector
TASK: 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 funding
Consultancy company specialising in administration,
fashion and design sector
TASK: Chinese company, business strategy

organisation and branding within the

Communication house with several bureaus, all with expertise

and communication.
TASK: Branding and communication platform.

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within marketing

The foundation

Why does Created4Kids have the potential for succes

- 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
DNA

How 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
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27.08.2013
Nordic
concept

The foundation

Together were
stronger!

Its 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 platform

One concept

Solidarity and communication

Strong branding

Strong strategy and management

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The retail concept

MISSION

Designed 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.
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The retail concept

Setting target groups

Target 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, broadmindedness/confidence, the whole person,
community/individualism, sustainability and design traditions.
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The retail concept

MOODS

and inspiration:

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The retail concept

MOODS

from the store:

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The retail concept

Shop layout

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The retail concept

EVENTS

from the store:

Movement:

Edu-tainment:

Event:
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Business strategy

The
Consumer
owner

The
consumer

(shopping
centres)

Value
Proposition
The brand

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Retail/
The
Franchise
Partner

NEXT!

Effect
on retail
operations

NOW

LIFESTYLE
SHOPPING
EXPERIENCE
Lego world
The Venetian

MULTIBRAND
STORES

SUPER BRANDS/
CONCEPT
STORES
BRANDS

PRODUCTS/CON
CEPTS

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200
1

2015

Business strategy

1) Brand
Multi brand (testing) platform
Increase revenues/export share
Go 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 impression
Possibility to develop into stand alone concepts if proven to be a strong
concept
2) Consumer
Enhanced shopping experience
Denmark as a shopping destination
Danish (Children) Lifestyle Shopping Experience and Values
Cross category shopping experience
Event based
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Business strategy

3) Property developer
New strong concepts, innovative labels supported by lifestyle
shopping experience needed to increase and drive traffic
Looking for new concepts, not just super brands or stand alone
mono store concepts
Traffic 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 Partner
New concept
Possibility to exchange brands from the platform (more eggs in
the basket)
Shopping experience and edutainment is next practice

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Business strategy

Economics Small
feenet
etc. 300-500
Size- m2

Brands

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25

Medium

Large

800-1000

1500-1800

35

50

Business strategy

Timelin
e

Past
June

NOW
August

Introductio Market
n to
research
concept

Phase
1

Phase
2

Phase
3

Oct./sep.

end of
2013

beginning
of 2014

Individual
meetings

Business
case

Negotiatio
n with
Retailer/O
wner

Brand mix

Shop
layout

Developm
ent of
concept
DNA

Production

Introductio Adjusting
n to
concept
potential
markets

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Commitme Test shop

nt fee