Public-2014-RetailFindingsReport-FINAL
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Convention attendees frequently visit retail areas to purchase exclusives and pre-street items, with many citing buying things as a primary motivation. Popular exclusives at various conventions in 2014 that sold out include Hello Kitty and Naruto figures. The retail area serves as advertising and creates brand awareness for properties, with attendees recognizing brands even if they do not know the parent company. The retail area should cater to each convention's audience by bringing the right products that appeal to the attendees and fit the properties, demonstrating knowledge of the audience and their likely spending levels which can vary between conventions.
![**Some info omitted to preserve confidentiality**
2014 Retail Area Findings
As of December 2, 2014
Compiled by Joachim Custodio
Convention attendees go to spend, especially on exclusives and pre-street items.
XX% of attendees list buy stuff as a primary motivation to attend a con1
Many manga/anime/comic fans come to cons to shop. Hiromi P., AX14 Survey
Anime and pop-culture conventions ranked #X at XX% for where fans go to buy items2
Exclusives Sell Out:
o CC14: HELLO KITTY HELLO 40 (X copies) - $50 ea.; NARUTO Figure (X figures) - $150 ea.
o OTA14: SAILOR MOON Shirts (X shirts) - $15 ea.
Pre-Street Items Sell Out:
o AX14: MONSTER Perfect Edition (X copies) - $20 ea.
o NYCC14: PRINCESS MONONOKE: THE FIRST STORY (X copies) - $35 ea.; ALL YOU
NEED IS KILL (X copies) - $15 ea.
The retail area and booth serve as an advertising vehicle and creates brand awareness.
[The retail area] created its own brand recognition people may not always know of VIZ Media, but
they knew Sailor Moon, Naruto, Death Note, etc. Laura, NYCC14 Survey
The bags are useful to attendees and good marketing for us when they carry them around.
Bryce, NYCC14 Survey
The retail area attracts attendees that would not normally visit VIZ Media
The NARUTO SHIPPUDEN figure at CC14 and on the exclusives listing attracted people to the
booth (high-end figure collectors, casual Naruto fans, exclusives hunters)
The HELLO KITTY wall and exclusive attracted people that would not normally visit VIZ Media
(general Sanrio fans, exclusives hunters)
The retail area should cater to each shows audience.
Bring the right mix of items
Pop Culture vs. Anime Shows
o K Blind Box - AX14: Sold X of 161 vs. NYCC14: Sold X of 159
Appeal vs. Utility: Make sure the product fits the property
o Fans associate DORAEMON with cute
o NYCC14: DORAEMON Figure Sold Out (24) vs. DORAEMON Buckle Down Belt Sold X of
36
Product Knowledge
o The product knowledge and company awareness is less in NYC. Allen, NYCC14 Survey
o NYCC14: RESIDENT EVIL Sold Out (60 Copies) vs. KISS OF THE ROSE PRINCESS Vol.
1 Sold X of 60
Consumer spending varies from show to show
o CC14: HELLO KITTY HELLO 40 ($50) Sold Out (89 Copies) vs. NYCC14: VOLTRON:
FROM DAYS OF LONG AGO ($50) Sold X of 156
o CC14: NARUTO SHIPPUDEN Figure ($150) Sold Out (148)
o CC14: RANMA Set 1 ($44 ea.) Sold Out (73) vs. NYCC14: RANMA Set 3 ($44 ea.) Sold
Out (13)
1
Eventbrite: Fandom Conventions: Behind the Mask, June 2014
2
VIZ Media Animation Team: Winter 2014 Survey](https://image.slidesharecdn.com/a0c6e14e-b4e4-4fba-9865-ad6a0f5fb3d0-150601194043-lva1-app6892/85/Public-2014-RetailFindingsReport-FINAL-1-320.jpg)
Public-2014-RetailFindingsReport-FINAL
- 1. **Some info omitted to preserve confidentiality** 2014 Retail Area Findings As of December 2, 2014 Compiled by Joachim Custodio Convention attendees go to spend, especially on exclusives and pre-street items. XX% of attendees list buy stuff as a primary motivation to attend a con1 Many manga/anime/comic fans come to cons to shop. Hiromi P., AX14 Survey Anime and pop-culture conventions ranked #X at XX% for where fans go to buy items2 Exclusives Sell Out: o CC14: HELLO KITTY HELLO 40 (X copies) - $50 ea.; NARUTO Figure (X figures) - $150 ea. o OTA14: SAILOR MOON Shirts (X shirts) - $15 ea. Pre-Street Items Sell Out: o AX14: MONSTER Perfect Edition (X copies) - $20 ea. o NYCC14: PRINCESS MONONOKE: THE FIRST STORY (X copies) - $35 ea.; ALL YOU NEED IS KILL (X copies) - $15 ea. The retail area and booth serve as an advertising vehicle and creates brand awareness. [The retail area] created its own brand recognition people may not always know of VIZ Media, but they knew Sailor Moon, Naruto, Death Note, etc. Laura, NYCC14 Survey The bags are useful to attendees and good marketing for us when they carry them around. Bryce, NYCC14 Survey The retail area attracts attendees that would not normally visit VIZ Media The NARUTO SHIPPUDEN figure at CC14 and on the exclusives listing attracted people to the booth (high-end figure collectors, casual Naruto fans, exclusives hunters) The HELLO KITTY wall and exclusive attracted people that would not normally visit VIZ Media (general Sanrio fans, exclusives hunters) The retail area should cater to each shows audience. Bring the right mix of items Pop Culture vs. Anime Shows o K Blind Box - AX14: Sold X of 161 vs. NYCC14: Sold X of 159 Appeal vs. Utility: Make sure the product fits the property o Fans associate DORAEMON with cute o NYCC14: DORAEMON Figure Sold Out (24) vs. DORAEMON Buckle Down Belt Sold X of 36 Product Knowledge o The product knowledge and company awareness is less in NYC. Allen, NYCC14 Survey o NYCC14: RESIDENT EVIL Sold Out (60 Copies) vs. KISS OF THE ROSE PRINCESS Vol. 1 Sold X of 60 Consumer spending varies from show to show o CC14: HELLO KITTY HELLO 40 ($50) Sold Out (89 Copies) vs. NYCC14: VOLTRON: FROM DAYS OF LONG AGO ($50) Sold X of 156 o CC14: NARUTO SHIPPUDEN Figure ($150) Sold Out (148) o CC14: RANMA Set 1 ($44 ea.) Sold Out (73) vs. NYCC14: RANMA Set 3 ($44 ea.) Sold Out (13) 1 Eventbrite: Fandom Conventions: Behind the Mask, June 2014 2 VIZ Media Animation Team: Winter 2014 Survey