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E commerce UK - Fifty Shades of the USA

G
GabrielleHase

This document discusses considerations for marketing to consumers in the United States. It covers the opportunities ("the pleasure") such as the large, developed market and high consumer spending. It also discusses challenges ("the pain") like the crowded retail environment, complex tax and labeling regulations. It provides insights into what American consumers love, such as English products and bargains, and what they dislike like incorrect spelling and calendars. Finally, it includes a primer on US holidays and terminology differences compared to the UK.

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Fifty Shades of the USA 9 May 2013
@SoleberryLtd What well cover The pleasure And the pain What we love And what we really dont like A primer
@SoleberryLtd The pleasure Its a big, developed market
@SoleberryLtd The pleasure We spend a lot Source: Conlumino
@SoleberryLtd The pleasure
@SoleberryLtd The pleasure and the pain
@SoleberryLtd The pain Its 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
@SoleberryLtd The pain InStyle Magazine US edition April 2013 Marketing is expensive
@SoleberryLtd Models Concessions, own stores, online
@SoleberryLtd We love Anything English
@SoleberryLtd We love Anything English A bargain
@SoleberryLtd We love Anything English A bargain Attention
@SoleberryLtd We love Anything English A bargain Attention
@SoleberryLtd We dont like Extra letters and wrong words
@SoleberryLtd We dont like Extra letters and wrong words Incorrect calendars
@SoleberryLtd We dont like Extra letters and wrong words Wrong calendars Your sense of humor
@SoleberryLtd A primer - Holidays Holiday Date Valentines Day February 14 Tax Day April 15 Mothers 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
@SoleberryLtd A primer - terms UK (wrong) term US (right) term Delivery 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
@SoleberryLtd Get crackin! Gabrielle Hase Soleberry Advisory, Ltd. @SoleberryLtd gabrielle@soleberry.com

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E commerce UK - Fifty Shades of the USA

Editor's Notes

  • #4: According to NPD, as of a year ago online accounted for 20% of apparel sales
  • #5: Speak about populationOnline purchasingIpad penetration
  • #6: What does it mean for your business? What is the model and what is the opportunity (and opportunity cost)?ASOS last quarter results intl 59% of businessBoden 30% from US
  • #7: What does it mean for your business? What is the model and what is the opportunity (and opportunity cost)?ASOS last quarter results intl 59% of businessCathKidston has almost 50 stores across asia and has stated that inernational is its key strategic focus for this yearBoden 15% of sales from Continentialeurope, 30% from US
  • #8: The U.S. apparel market is the largest in the world, comprising about 28 percent of the global total and has a market value of about 331 billion U.S. dollar
  • #9: CPCs in the U.S. continued to be higher, at $0.44, than the U.K. at $0.38 USD.
  • #19: http://www.youtube.com/watch?v=dz4Ps55Rx40&feature=youtu.be