footwear - santimolinerjounou.files.wordpress.com file- global apparel industry overview - pestel -...
TRANSCRIPT
Footwear
Jordi Pedrero - Paula Sancho - Santi Moliner - Anna Perea
- Global Apparel Industry Overview
- PESTEL
- Footwear analysis Spain
- Asics vs Nike
- Objectives
- Strategy
Global Apparel Industry Overview Categories
- Apparel- Footwear- Jewellery & watches- Luggage & leather goods- Accesories
Global Apparel Industry Overview
1100
1150
1200
1250
1300
2007 2008 2009 2010 2011
€Billion
The global apparel, accessories and luxury goods market grew by 4.3% in 2011 to reach a value of $1,778.5 billion. The compound annual growth rate of the market in the period 2007–11 was 3%.
Global Apparel Industry Overview Grow Trends
3,6
3,775
3,95
4,125
4,3
2011 2012 2013 2014 2015 2016
Growth%
In 2016, the global apparel, accessories and luxury goods market is forecast to have a value of $2,155.1 billion, an increase of 21.2% since 2011.
Global Apparel Industry Overview Segmentation
3%
4%
13%
14%
66%
ApparelFootwearJewellery & WatchesLussase & leather goodsAccessories
4%
27%
33%
36%
AmericasEuropeAsia - PacificRoW
Global Apparel Industry Overview Market Key Competitors
Spanish Apparel Industry Overview
7000
7750
8500
9250
10000
2009 2010 2011 2012 2013
€billion
The Spanish apparel & non-apparel manufacturing market had total revenues of $10.1bn in 2013, representing a compound annual rate of change (CARC) of -1.8% between 2009 and 2013. In comparison, the French and German markets grew with compound annual growth rates (CAGRs) of 0.5% and 4.3% respectively, over the same period, to reach respective values of $22.3bn and $22bn in 2013.
SPANISH Apparel Industry Overview Grow Trends
-2,5
-1,25
0
1,25
2,5
3,75
5
2013 2014 2015 2016 2017 2018
%Growth
In 2018, the Spanish apparel & non-apparel manufacturing market is forecast to have a value of $12,286.1 million, an increase of 17.5% since 2013.
SPANISH Apparel Industry Overview Segmentation
28%
10%
20%
21%
21%
France Germany United Kingdom Spain Rest of Europe
Spain accounts for 7.1% of the European apparel & non-apparel manufacturing market value. France accounts for a further 15.8% of the European market.
Key Facts from PESTEL Analysis
Digital New opportunities on e-commerce
Technological Technology is being integrated in new accessories
EnvironmentalFashion industry uses lot of water and chemical products.“Eco-fashion” is becoming the first alternative for concerned consumers on sales and are made with natural or recycled fibers, natural dyeing processes and low impact manufacturing chains.
Footwear analysis Spain
5100
5250
5400
5550
5700
2009 2010 2011 2012 2013
€milion
The Spanish footwear market has been contracting recently at an accelerating rate. Recovery is expected in the forecast period, with annual growth largely remaining below 1.5%.
The Spanish footwear market had total revenues of $6.9bn in 2013.
Footwear analysis Spain
Growth Trends
-5
-3,75
-2,5
-1,25
0
1,25
2,5
3,75
5
2013 2014 2015 2016 2017 2018
Región 1
In 2018, the Spanish footwear market is forecast to have a value of $7,569.4 million, an increase of 10.1% since 2013. The compound annual growth rate of the market in the period 2013–18 is predicted to be 2%
Footwear analysis Spain
Distribution market
7%8%
32%
53%
Clothing, footwear, and sportswear retailersDepartment storesHypermarket, supermarket, and discountersOther
Clothing, footwear, and sportswear retailers form the leading distribution channel in the Spanish footwear market, accounting for a 53.1% share of the total market's value.
Department stores accounts for a further 32.4% of the market.
Footwear analysis Spain
Geography Segmentation
56%
7%
11%
12%
14%
UK Germany France Spain Rest of Europe
Spain accounts for 7% of the European footwear market value.
The United Kingdom accounts for a further 14.1% of the European market.
Footwear analysis Spain
Key Competitors
Footwear analysis Spain
Consumer
Athletic footwear consumers can be segmented by final use:
1.Sport- Inspired: Fashion trend, not used to perform sport activities.(This consumer buys footwear as casual footwear)
2. Performance: Used for actually doing exercise3. Outdoor: Shoes for outdoor activities
ASICS BRANDTOUCHPOINTS
Comfortable dynamic
visual technical security
trend
What the product does for me? How I would describe the product?
Unique authentic
light healthy brand
visual balanced
How the brand makes me look? How the brand makes me feel?
Healthy trended athletic sport
My own way Healthy feel free effort social loyalty
FACTS&SYMBOLS
Ritual Zen Asia 1949
BRAND PERSONALITY
Light Blue
Athletic Unisex
Independent
ASICS BRAND ARCHITECTURE
ASICS MISSION - VALUES
Mission: ASICS (Anima Sana in Copore Sano). Being the first brand for the real lovers of sports.
Vision: Pushing the limits of what we can learn of the body and his needs in the athletic march. Promising to take harmony to the body and to the soul.
VALUES
Development
TechnicalHealthy
Harmony
Quality
Asics vs Nike
Owned Media
Web Site
Youtube
https://www.facebook.com/nikerunningspain?fref=ts
Web Site
Youtube
Owned Media
Paid Media
TV
Graphic
Billboards
Street Marketing
https://www.youtube.com/watch?v=VUVSH8FeozYSpot TV
Graphic
Billboards
Street Marketing
Paid Media
TV
Graphic
Billboards
Spot TV https://www.youtube.com/watch?v=7bv8pdA1y2k
Graphic
Billboards
Earned Media
Earned Media
Brand
Owned
Web Site Facebook Twitter Youtube
Web Site Facebook Twitter
Instagram Youtube
PaidTV
Graphic Billboards
TV Graphic
Billboards Street Mkt
Earned Low #Shares & #Comments High #Shares &#Comments
Summary
Objectives
Business Objectives
-Grow Marketshare in Spain by 20% next year
Communication Objectives
- Increase brand-awareness- Differentiate from competitors
Communication strategy
1. Asics Instagram
2. Event “Balance for runners”
3. Branded content “FCB and ASICS”
ASICS, YOUR PEACE
What we want to inspire people!
Message
Message
ASICS
Parent Company ASICS
Category Apparel and Accessories
Sector Lifestyle and Retail
Tagline/ Slogan Sound mind sound body
USP Shoes for Sports Enthusiast
STP
Segment People Enthusiastic about sports
Target Group Men and women from the upper middle class and upper class
Positioning Zen Culture
Asics InstagramIn this case what we have to do is to create a communication strategy on Instagram:
We want to create a communication strategy on Instagram.
How?
We want to create a contest . PEOPLE WILL BE PUT A RELAXING PHOTO WITH THE HASHTAG #AsicsYourPeace
The winner will win a custom designed sneakers
KPIS
-Mentions- followers
ASICS WELLNESS: Event “Balance for runners”
The "Asics Wellness", will begin in Barcelona with a slightly different marathon to other marathons, the aim of the career is not finishing the first one is just finishing. For it, a condition to take part and to come to the goal will be groups form minimum of three persons promoting the teamwork and the sum of efforts; to complete the career, the whole group will have to come.
Besides the career, the Asics Wellness will have also a session of easing grupal of Ioga guided by world experts in the matter and a few gastronomic seasons with recipes and advices to establish a healthy and balanced diet complementary with the sports exercise that the brand proposes for his public
Branded content “FCB and ASICS” - ASICS AND FCB
The main objective of this communication strategy is to get more awareness. The first action that we want to develop using the zen culture, is to create an action of branded content.
FCB and ASICS are to kind of brands that can work both. The action consists in the next: Total Running is a new weekly program on Discovery Max that will turn on the world of running. And this action use the trend of the runners in our country. Designed by OMD and with the help of big brands like ASICS and FCB insurance. This action of branded content have been done by the producer Total Media.
Some of the main embassadors of ASICS, I’ve chosen two embassadors: Pablo Villalobos and Alessandra Aguilaro. In this program will participate journalists and famous persons. Moreover specialits and doctors will give their owns opinions showhing to the runners the best way to be the best runner.
The project will have different profile on the RRSS. Facebook, Twitter (Total_Running) y Youtube to get an active community for the world of runnig.
Using this profiles, we will show the an exclusive content, and using all the potential of ASICS and DKV.
Thank You!