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Opportunities of regional outdoor advertising at Body Look
29
Jul '08
There is a need for information in the industry. This also became clear once again on Saturday at the 15th Innovation Forum of Body Look, Germany's only international trade fair for body, beach & legwear.

Just under 100 participants from retail, industry and the media followed the four experts' talks and later entered into a dialogue with them on partnership-based relationships between industry and retail.

With this the Innovation Forum underlined its significance as a key meeting point for the bodywear sector once more. In their welcoming addresses both Igedo CEO & President Frank Hartmann and Director Kirstin Deutelmoser as well as Body Look Project Manager, Angelika Grammozi, expressed the wish: “The Innovation Forum provides momentum, offers answers and primarily promotes communication.

Make use of Body Look in future, too, to meet with decision-makers from trade and industry. Only concerted action will allow you to come up with productive concepts for your PoS success.”

Find a summary of the most important messages of the 15th Innovation Forum: Retail Fashion Planning – the PoS from the retailer's point of view Matthias Schafhauser of b_werk Markenarchitektur GmbH in Metzingen kicked off his lecture with a live percussion act symbolising the dynamism and energy generated by two partners acting in sync.

He stressed the importance of the Point of Sale: “Customers/shoppers are won over or lost at the PoS. The central issues that retailers have to address are: “(How) does the shopper perceive me as a brand? What is the message and the selling proposal of my brand?“ In his view strong manufacturing partners provide support here in the form of merchandise information systems, vendor-managed areas and logistics.

Retailers, in turn, have to increasingly focus on their core competences and invest into their own brands. Sales area management, merchandise presentation with one's own message, placement of anchor brands and regional references in communication were key tasks, he felt, and in order to develop a high-impact strategy for the PoS holistic and neutral consulting was required. He closed by demanding: “Partnership must not mean that retailers lose their own profile.

Optimal cooperation takes the differing responsibilities of both partners into consideration: the industry looks after the system business while retail caters to the PoS.”

Growth-Oriented Range Policy: Carl Blauen of Carl Blauen Unternehmensberatung in Cologne took a closer look at ranges as a focal point. Based on his extensive experience acquired in focus groups he presented data from a panel representing over 40 retail enterprises.

“Underwear and lingerie retailers often do not exploit the sales potential offered by range policy to the full. More often than not possible extra sales are foiled by a lack of ranges with a clearly discernible profile.”

Successful retailers stand out from their competitors primarily with a clear range strategy focusing on growth segments, coordinated sales floor concepts, a manageable supplier/brand portfolio, gradual trading up, a low error-rate in NOS/basic item handling and a rising share of fashion and innovation driven segments in their ranges. His conclusion: “Reliability and confidence are the decisive quality characteristic for your shoppers.”

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