going global - gabrielle hase
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Fifty Shades of the USA9 May 2013
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What we’ll cover
• The pleasure• And the pain• What we love• And what we really don’t like• A primer
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The pleasure…
• It’s a big, developed market
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The pleasure…
• We spend a lot
Source: Conlumino
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The pleasure…
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The pleasure… and the pain
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The pain…
• It’s a crowded market• 50 states, 50 sales taxes• Labeling (country of origin)• Customs and duties
Mickey Drexler, CEO of J.Crew, said:
“There are too many retailers. There are too many brands. There are too many
designers. There are too many discount stores, and the predator online companies
are selling discount like crazy.”Source: Forbes.com
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The pain…
InStyle Magazine US editionApril 2013
• Marketing is expensive
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Models
• Concessions, own stores, online
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We love…
• Anything English
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We love…
• Anything English• A bargain
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We love…
• Anything English• A bargain• Attention
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We love…
• Anything English• A bargain• Attention
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We don’t like…
• Extra letters and wrong words
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We don’t like…
• Extra letters and wrong words• Incorrect calendars
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We don’t like…
• Extra letters and wrong words• Wrong calendars• Your sense of humor
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A primer - Holidays
Holiday DateValentine’s Day
February 14
Tax Day April 15
Mother’s Day mid-May
Memorial Day End May
Independence Day
July 4
Labor Day Early September
Halloween October 31
Thanksgiving End November
Christmas That stays the same
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A primer - terms
UK (wrong) term US (right) termDelivery Shipping
Next – day Delivery Overnight Shipping
Pound and pence Dollar and cents
9/5/2013 5/9/2013
Post code Zip code
Free (phone call) Toll free
Centimetres Inches
Knickers Underpants
• Great blog post on advertising differences with videos from Curveball Media
• Video on language differences• Eddie Izzard at his finest
