desirable cities have great retail districts, katherine heiberg

© reteam group.com | creating desirable retail destinations | research, analysis, operational strategy, design, operational branding marketing, leasing, operational pop up administration || mind16.com® by reteam

INTRODUCTION │ Short about reteam

Start

Founded in 2001 by Kathrine Heiberg and Lasse Brodén. reteam has worked with more than 70 retail destinations from 2.000 sqm to big project exceeding 100.000 sqm retail.

reteam cities

In 2008 a client asked if we could make a strategy for a village. We tried. It worked.

Just in 2014 we have developed strategies for

3 cities.

What we do

Based on our consumer understanding and retail experience we deliver competitive and sustainable solution for retail destinations.

Global

We work all over the world. Our head office is in Copenhagen, Denmark, and we have local offices in Canada, The Netherlands, Poland and Sweden.

Basic philosophy

We develop desirable retail destinations.

Research products

mind16®, replacemaking©, retail research©

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reteam hq


WHAT IS SUSTAINABILITY?

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© reteam group.com | creating desirable retail destinations | research, analysis, operational strategy, design, operational branding marketing, leasing, operational pop up administration || mind16.com® by reteam 4



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1. introduction

2. paradigme shift│ markets – department stores – shopping malls –city districts│ needs – wants – why do we buy│ internet

3. replacemaking│ meeting moving market

4. Växjö - case│ zoning│ retail offer

5. Jägersborggade│ what retail can do to criminals│ category mix when consumer decides

Sustainable urban environment

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PARADIGME SHIFT │Markets

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World Nations Regional Global & Local

Society Social Class Social Group Individualism

Technology Low-tech High-tech Enhanced life

Consumption Status Lifestyle Choice- fatigue

Mass

consumption

Marketing led

consumption

mind16

consumption

Departments store

Shopping mall City districts

© reteam group.com | creating desirable retail destinations | research, analysis, operational strategy, design, operational branding marketing, leasing, operational pop up administration || mind16.com® by reteam 8

This seminar: 45%

Oulu: 15%

Tapiola: 12%

This seminar: 12%

Oulu: 21%

Tapiola: 32%

This seminar: 4%

Oulu: 41%

Tapiola:33%

This seminar: 39%

Oulu: 23%

Tapiola: 22%


PARADIGME SHIFT │ Needs

What do the 3 people need to buy

with in the next 12 months?

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PARADIGME SHIFT │Needs

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CategoryMotherNeeds

Daughter Need

GrandsonNeed

1. Accessories No No No

2. Cosmetics/Care/ Hair Yes Yes Yes

3. Electronics No No No

4. Entertainment* No No No

5. Fashion No No Yes

6. Food Yes Yes Yes

7. Food Service No No No

8. Home No No Yes

9. Jewelry / Watches No No No

10. Lingerie No No No

11. Media Yes Yes Yes

12. Optic No No No

13. Others No No No

14. Service Yes Yes No

15. Shoes No No Yes

16. Sport No No Yes

17. Children No Yes Yes

Yes in total 4 5 8


PARADIGME SHIFT │ Wants

Will they buy anyway?

Why?

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PARADIGME SHIFT │ Why we buy

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Indulging, rewarding, temptation, group pressure, bad conscience, news, sustainability, special occasion,

seduction, inspiration, new insight, belonging


PARADIGME SHIFT │ Needs & wants

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Category MotherNeeds

MotherWants

Daughter Needs

DaugtherWants

GrandsonNeeds

GrandsonWants

1. Accessories No Yes No Yes No No

2. Cosmetics/Care/ Hair Yes Yes Yes Yes Yes No

3. Electronics No No No Yes No Yes

4. Entertainment* No Yes No Yes No Yes

6. Fashion No Yes No Yes Yes No

9. Food Yes Yes Yes Yes Yes Yes

10. Food Service No Yes No Yes No Yes

11. Home No Yes No Yes Yes No

12. Jewelry / Watches No Yes No Yes No No

13. Lingerie No Yes No Yes No No

14. Media Yes Yes Yes Yes Yes Yes

15. Optic No Yes No Yes No No

16. Others No No No No No No

17. Service Yes Yes Yes Yes No No

18. Shoes No Yes No Yes Yes No

19. Sport No Yes No Yes Yes Yes

20. Children No Yes Yes Yes Yes Yes

Yes total 4 15 5 16 8 7


PARADIGME SHIFT │ Internet

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1. introduction






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REPLACEMAKING® │ Model description

Why are people here?

There are three reasons for people to be at a public space, meeting, moving or market.

Meeting covers all kind of social activity. It can be a restaurant, but it can also be a meeting spot. You can be out to meet a friend or hope to make contact with people you don’t know yet. Or you use the space as your third place, a place with no obligations or people who tell you what you should do (home and work being first and second place).

Moving is when you are at a location on the way to some other place. Your first priority is to pass the place as easy as possible.

Market is when you are in a place because you want to shop.

Each combination of reasons to be at a marketplace ask for individual solutions with regard to store mix, master planning and design.

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Moving?

Meeting?

Market?


REPLACEMAKING® │ Model description

Meeting: In Copenhagen, Café Norden , Café Europa and the fountain Storkespringvandet is the place to see and be seen. While eating lunch at the café or waiting for your friends by the fountain, you are at the same time exposed to inviting stores teasing you to go inside and spend time and money.

Moving: Thousands of people are rushing through Milano Central station every day. Many small units are offering easy and fast solutions (coffee to go, dry cleaning to pick up after work etc) for peoples needs.

Market: Saks Fifth Avenue, New York. When you see the building, you just

know that this is a place for shopping.

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meeting

marketmoving


1. introduction






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REPLACEMAKING® |Konklusion

Moving:

Växjö C has three major Moving-street: Kungsgatan, Norra Järnvägsgatan and Norrgatan.

Market:

Three market areas: Storgatan with two shopping galleries; Klostergatan and Bäckgatan. There is no reason to enlarge the market are.

Meeting:

The city has limited public meeting public destinations. There is a possibility to create a square at the pedestrian street.

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Meeting Moving Market


REPLACEMAKING® |Meeting

23% of all interviewed in the city was there to meet somebody, out for a walk etc.

It is important for a city district to have a strong social destination to meet, look at others and be seen with no further obligation.

This location has all the prerequisite to become a meeting destination. It is easy to create the sense of a square, there is a huge tree, there is already one café, the pedestrian street on the right side (out of the picture) and 2 min walk to the theatre and other cultural institutions.

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1. introduction






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JÆRGERSBORGGADE


Category % split pr. category

Jægersborggade Frölunda Torg Södra Helsingborg

1. Accessories 0 3 1

2. Cosmetics/Care/ Hair 15 12 21

3. Electronics 0 5 4

4. Entertainment* 2 1 4

6. Fashion 17 27 6

9. Food 7 5 8

10. Food Service 34 9 16

11. Home 15 10 7

12. Jewelry / Watches 5 3 4

13. Lingerie 0 3 0

14. Media 5 3 4

15. Optic 0 2 2

16. Others 0 2 1

17. Service 0 6 13

18. Shoes 2 5 1

19. Sport 0 2 1

20. Children 0 1 1


SUSTAINABLE CITIES ARE

RESPECTING AND DEVELOPING ACCORDING TO

HUMAN SCALE

HUMAN NEEDS

HUMAN WANTS


Introducing

Contact CEO Kathrine HeibergMobile +45 2991 5089Office +45 3262 6202 [email protected]

reteam group head officeØrestads Boulevard 55 6th fl. DK-2300 Copenhagen S │ Denmarkwww.reteamgroup.com

desirable cities have great retail districts, katherine heiberg

Engineering