marketing in the us and latin america 2014export.textiles.org.tw/doc/marketing in the us and latin...
TRANSCRIPT
11
Textile International Enterprises
Marketing in the USA and Latin America
2
Rick Schneider : Principal Textile International Enterprises
MBA – New York University
GM Global Compass
Prior experiences
VP International Sales , Merchandising & Licensing, ITG
VP Merchandising, Performance Sportswear. Burlington Ind. Burlington Menswear & Ms.
General Manager, Menswear, Klopman Fabrics
2
3
USA vs Latin America• The customers are different , the languages are different
• Import laws vary
• The product issues are the same
• The Path to Market is similar
• Innovation matters
• What is your goal for Latin America– Local consumption
– Sales to North America3
4
Apparel and Textile Marketing in the USA
4
5
Apparel Sales in the USADollar sales in Billions
55
6
Path to the consumer
• Internet and Media• Self Branded retailers • Brands more consolidation• Big box• Discounters and discount warehouses• Traditional retailers
• Change is accelerating since last viewing this
66
7
What the Markets WantEvery account on the lists needs it’s suppliers to know their
business and needs
• Environmental sensibility and sustainability• Work place safety and security• New ideas …your ideas ‐ Innovation• Exclusivity• Evolutionary improvements• Revolutionary concepts• Value i.e.. lower cost• Marketing concepts
77
8
What the Markets Want
An environmental position
•WRAP •Textile Exchange •bluesign®
•Cotton Inc. initiatives •Organic Trade Association •Outdoor Industry Association
8
9
What the Buyers Want
• Reduced Complexity• CLM – Less Suppliers • PLM – Less products• Clear Innovation• Supplier relevancy • Targeted development• Value i.e.. lower cost• Efficient use of their time
99
10
Market Needs
Understand their supply chainUS and North American strategyChina ,Taiwan Hong ,KongSE AsiaIndia and PakistanAfrica
Garment packages
1010
11
Who are the customers
• Private Label Mfg.• Big Box• Self Branded Retail• Traditional Retailers• Discount Retailers• Brands
1111
12
Private Label Manufacturers(Now Buying Brands !!)
Li & Fung Mast PVH Jones Group Kellwood Lanier Group Swiss Garment Louis Raphael VF Corp.
1212
13
Big Box
Dicks
Bass Pro Shops
Sports Authority
Outdoor Provision
Cabela’s
Gander Mountain
1313
14
Self Branded Retailerso Lululemono VF and The North Face – Global story
o Lucyo Napapijirio TNF
o Victoria Secretso A&Fo Old Navy/Gap/Bananao Eddie Bauero Eastern Mountain Sportswearo REIo Zarao Gander Mountaino Horny Toado Brooks Brotherso Jos A Banks /Mens Wearhouse/o Eddie Bauer
1414
15
Traditional and Discount Retailers
o Macys & Bloomingdales
o Belk's
o Nordstroms
o JC Penney
o Sears and Kmart
o Target
o Kohls
1515
16
BrandsGrowing and Consolidating
o Nikeo UnderArmouro Mountain Hardwearo Columbiao The North Face o Arctyrexo Addidaso Levi’so Nygardo Alfred Dunnero Liz Claiborneo Polo Ralph Laureno Maggy London
o Wranglero Quiksilvero Oakleyo Volcomo Jones Apparelo Ex‐Officioo SmartWoolo Perry Elliso Patagoniao Kuhlo Spydero Obermeyer
1616
17
Internet power
• Self Branded retailers internet direct• Brands direct• Retail direct• Amazon• Zappos• FacebookWhat it means
Marketing stories importantBrands seeking controlCompetition is fierce
Use of Social Media
1717
18
Self Branded Retailers
What they need
Marketing stories
Fashion speed
What they can do
Control their image
Internet brand power
1818
19
Self Branded Retailers
Old Navy/Gap/Banana
• Price to fashion
• Doing great
• Efficient manufacturing and distribution
• Core casual fashion
• Limited opportunities in low priced technical product
1919
20
Self Branded Retailers
Eddie Bauer
• Eddie Bauer . May be bought by JA Banks !
• Core casual functional fashion
• High function and its “interpretation”
• On a Rocky Road
2020
21
Self Branded Retailers
Lululemon• Big Problems• New Management• Yoga to street wear• Core casual functional fashion • Comfortable , stretch , knits , multipurpose textiles
• Competition VF and Lucy
2121
22
Self Branded Retailers
Zara and H&M
• International juggernauts
• Fast fashion as defined
• What's next – a decision process that allows flexibility and success
• Copied globally…
2222
23
Self Branded Retailers
REI
• Mixed Big box and self Branded
• Efficient manufacturing and distribution
• Function and new
• Growing and focused
• Value for real outdoor customers
• Outdoor and real function
2323
24
Brands
What they wantInnovationSpeedFashionPrice
What they can doDevelop their image Internet brand powerLicense
2424
25
The Market Needs
Value and Product withEnvironmental Responsibility
2525
26
USA Trade Shows
• MAGIC• Outdoor Retailer• SIA Ski Show• PGA• Shot Show• Texworld• TechTextil• Showtime• IFAI Geosynthetics
2626
27
Apparel and Textile Marketing in Latin America
27
28
LA ‐ Larger and faster growing then the EU or USA/Canada
2014 est
28
Latin America 600,000,000
European Union 505,000,000
USA/Canada 355,000,000
29
Emerging MarketsFaster global growth and an ever increasing disposable income
•Brazil•Mexico
•Columbia
•Chile•Argentina
29
30
To Sell for Local Consumption
o Brazil
o Mexico
o Columbia
o Argentina
o Chile
o Peru
30
31
For re‐export to USA
o Mexico
o Columbia
o Central Americao Guatemala
o Nicaragua
o Panama
o Costa Rica
o Dominican Republic/Haiti
31
32
Brazil – 2016 Olympics
oThe Brazilian market presents significant opportunities for: ovalue added synthetic fabrics, olightweight and mid‐weight fabrics, oinnovative fashion stretch fabrics, ofabrics treated with specialty high tech finishes or made up of specialty yarns, otechnical sportswear fabrics, ogarment packages.
Duties and import regulations need to be understood
32
33
Brazil Potential Accounts
Mens and Womens•Lojas Riachuelo•Conf Guararapes•De Millus SA•Argentum•Cobra•Grupo Pasmanik•Cambucci•Ideal Roupas
Sport and Casual•Zoomp Conf•Filo SA•Conf Esportiva•Iodici•Forum•Cia HeringUniform•Branca Laundry
33
34
Trade Shows in Brazil
• Premier Brasil
• Salao Moda
• Technotextil
• Febratex
34
35
Mexico – Close ties to USAOne of the top 15 of world economies
oClose ties to US textile tradeoOpen markets – especially when compared to other LA marketsoBroad opportunities in multiple marketsoLocal consumption and re‐export to USA , Canada and South America oLarge Uniform Business Opportunity
35
36
Trade Shows in Mexico
o Intermoda
o Exintex
o Expo Producion
o Local City based trade shows
36
37
Key retailers in Mexico
o Walmart
o Comerci
o Suburbia
o C&A
o Liverpool
37
38
Accounts in Mexico
Mens and Womens
o Yale
o Conf Europas
o Vanity
o Naf‐Naf
o Trajes
o El Nueve Mundo
o Dicoh
o Portefino
Uniform and Active
• Nina Bruni
• Moda Top
• Empressa
• Uniformes de Mexico
• Prestigio en Moda
• Equipos Militare
• BHP – Technical
• Stanley Adams
38
39
Columbia
• Third Largest in Population of Latin America Countries
• Fourth in GDP
• A very large Exporter to the USA in apparel
• Growing domestic business
• Textiles and Apparel are over 8% GDP
40
Opportunities in Columbia
• Performance knits
• Denim
• Value added lightweight technical shirting's
• Stretch value added synthetics
• Fashion
41
Trade Shows in Columbia
• Columbia Moda
• Semana de La Moda – Bagota
• Columbia Tex
42
Accounts in Columbia
Uniform and Sport
• Conf Aviltex
• Gimors Gen X
• Disenos Alops
• Modatexco
• Union Medical
• Industria Jario Ramirez
Men's and Women's
• Sutex ( Distributor )
• Primatela
• Queens and Kings
• Floral
• Stilotex
• Nalsani
43
Other Latin America Trade Shows
o Emitex – Simatex Argentina
o Expo Aisacyp Hunting Argentina
o Peru Moda
o Apparel Sourcing ‐ Guatemala
43
44
The DR and Haiti Connection
• Duty Free export to USA
• Does not matter where the fabric is coming from
• Grupo M looking for Partners
• Other opportunities?
45
INNOVATION
What driving your future ?
45
46
Julian Ryall ….
“The Japanese technical textiles industry is catching up by focusing on niche markets..”
46
47
Kathy Swantko….
“Solution Driven fabrics , a theme at IFAI..”
47
48
Medical
Communication
Sensors
Pets
Tracking
Comfort
Fitness
49
$240+ Billion
Apparel Industry
$12.1
Bi
llion
2005
$65 B
illion
?
Enhanced Apparel
2014
Enhanced Apparel CategoryNeeds Enhanced Textiles
50
INNOVATION
Adidas
Adizero technology , reducing weights by 40% with no loss of performance
50
51
INNOVATION
DuPont Kevlar XP‐2104
Kevlar protection and Performance in wet and/or hot humid conditions
51
52
INNOVATION
Trans TextileBreathable Anti Stat for protective and performance
garments
52
53
INNOVATIONViloft from Kelheim
53
VILOFT® fibers can be used in 100% form or in blends with many other fibers. Via fabric construction and blend ratio various special properties can be achieved: ‐ Quick moisture transport for sports and active wear. ‐ Thermal insulation for underwear which is not bulky. ‐ Light and airy fabrics for soft flowing design fashion. •Garments made of VILOFT® are ideally suited to be matched with other functional textiles to create improved functionality.
54
INNOVATION
DuPont Nomex MHP
Nomex combined with Kevlar for more versatile protection
54
55
INNOVATION
Polartec
FR Layering system for better protection
55
56
INNOVATION
Sympatex
Adaptable Laminates – Phaseable temperature control and influence
2.5 Layer with a “3D” Core
56
57
INNOVATION
Mountain Hardwear
Cool Q Zero
57
58
INNOVATION
Diolen Clean
TWD Fibers, ITV and ITCF
Super Hydrophilic Self Cleaning
58
59
INNOVATIONThe Future Cooling and heating
Non invasive wearable communicationMore recycling…Eco
Cotton driven performance textilesNew Fibers sources – Pine wood , Milk , ???
Applications of 3D TechnologyComfort Safety
Color Change Fashion or IndustrialStronger – Lighter ‐ Finer
Reduced FrictionCellulosic based technical textiles
59
60
INNOVATION
Its in Your Hands
60
61
Thank You
• Questions• Comments• New Ideas
Rick Schneider
Textile International Enterprisesmail to: [email protected]
Cell 336.255.3047Skype: Rick.Schneider4008
61
62
Rick Schneider : Principal Textile International Enterprises
MBA – New York University
GM Global Compass
Prior experiences
VP International Sales , Merchandising & Licensing, ITG
VP Merchandising, Performance Sportswear. Burlington Ind. Burlington Menswear & Ms.
General Manager, Menswear, Klopman Fabrics
62