EKSPOR PAKAIAN PEMBELAJARAN DARI PASAR CANADAEKSPOR PAKAIAN PEMBELAJARAN DARI PASAR CANADA. 2...

Project Executed by:

In Partnership with:

By Liliek SetiawanApparel Sector Expert/Advisor, TPSA Project

Knowledge Sharing ForumDit. KPE- DJPEN Kementerian Perdagangan RI

Bandung, 07 December 2018

EKSPOR PAKAIANPEMBELAJARAN DARI

PASAR CANADA

2

KONDISI RETAILER BRAND LOKAL DAN LUAR DI CANADA

3

ANALISIS PELUANG SEGMENTASI PASAR PRODUK APPAREL

4

ANALISIS PELUANG PASAR PRODUK APPAREL WANITA

5

ANALISIS PELUANG PASAR PRODUK APPAREL PRIA

6

LESSONS LEARNED FROM TRADE SHOWS

1. Understand your product to secure your market.

2. Check and read carefully the rules regulations of the event

3. Notice the loading and unloading schedule

4. Check or select the fixtures of the booth. (e.g. power

sockets, mannequins, waste bin)

5. Arrange your best samples and displays.

6. No eating inside the booth.

What are Canadian Buyers Searching For?

1. Safety Issues• Fire redundant material

• Straw ring of the hood

• Other

2. Specific Measurements • Mannequin fitting

3. “Four Seasons” country

4. Hygiene

5. Fashion

What do Buyers Expect during Business Meetings?

1. Be punctual (on time). No “Rubber Time”

2. Business Professional attire (Formal dress, not Casual)

3. Brief but powerful introduction

4. Comprehensive product knowledge

• Product Specification

• Look book / Catalogue

• Minimum Order Quantity

• Production Time

• Social Compliances

• etc

5. Sincerity

What did we learn from the Market Familiarization?

1. The Condition of the Retail Market

2. Brands classification

3. Brand competition

4. Customers’ behaviour

5. The Market Trends

Understanding the Types and Market Segments of a Trade Show 1. When considering an international trade show, it is

important to choose a show that is as focused as possible and as close as possible to the product line of interest.

2. When selecting an international trade show, companies should do their homework before deciding on a show to participate

3. More importantly, firms must define the show and determine whether the show targets the actual segments of interest to your company. • Does the show audience correspond to the client base you are

targeting?

• Are the main visitor’s retailers? Manufacturers? Wholesalers and distributors? A combination of both?

4. It is essential for a company to answer these questions to validate there is a fit to either visit or exhibit at one of the international shows.

Trade show websites

• UBM global fashion industry: https://www.ubmfashion.com/

• Apparel Textile Sourcing Canada:

https://www.appareltextilesourcing.com/canada/

• The Global Specialty Coffee Expo: www.coffeeexpo.org

• Regional trade shows such as Asia and Europe, Middle East?

https://www.ubmfashion.com/https://www.appareltextilesourcing.com/canada/http://www.coffeeexpo.org/

Objectives of Attending an International Trade Show

• Gain visibility. By attending an international trade show, you enhance your company and product visibility. By participating in such an event, you establish a presence in the global marketplace.

• Expand your export market. One of the major objectives you should have is to develop your share of the world market for your product line.

• Enhance your networking. Such an experience will help you in improving your networking activities and allow you to make new contacts in the industry.

• Access market intelligence and innovation. Attending such a show will also make you aware of new developments related to your sector of interest, be it in terms of new technology, packaging, stylings, new materials or other components in the supply chain. It will also provide you with great market intelligence, allowing you to do competitive review and see what you are confronted with in international markets.

• There may be other factors depending on your stage of exporting

Typical costs to consider

• Booth Rental costs

• Booth Design

• Booth Furnishings ; carpeting, garbage bin, storage cabinet, lighting, display shelving or cabinet, and services related to the booth such as electricity and wi-fi.

• Promotion Material and samples; brochures (one page), price list, line list; sample display; company profile;

• Sample for tasting ( food and beverage show); cost for purchasing cupping equipment in case for coffee

• Travel expenses, round trip ticket, accommodation, local transport, communication, meals,

• Visa fees

• There may be other costs depending on your specific product needs or display preferences.

Considerations when Attending International Trade Shows

• Setting the Company Objectives; you need to have clear measurable objectives in anticipation of attending. Part of your overall export strategy, your objectives should reflect the current parameters of your production capabilities

• Helpful to have; some prior export experience, certifications, etc.

• Expectations; Attending an international trade show should be viewed as a long-term multi-year activity and, more importantly, you should not expect to succeed instantly

• Company Capacity and Resources; ensure you have adequate production capacity in place to deal with new orders; dedicated staff for exporting, marketing, production etc.

Planning and Preparing

Your Company Representatives must be able to:1. Communicate comfortably in English, the language being

the common denominator at most international trade shows;

2. Make decisions on the spot and not having to rely on someone not at the show to make decisions;

3. Have a sales-oriented personality to entice new buyers in dealing with the company. Ask yourself: who can do the best sales job when meeting a potential buyer?

4. Know all there is to know about your export offer: product, manufacture, process, models, sizes, packaging, labels, logistics, etc.

5. Portray a professional image by being well groomed and dressed appropriately.

6. Note: Ideally your company should be represented by at least 2 individuals at the booth

Planning and Preparing

•Understand the Exhibitors•Walk around the show to do some market research and competitive review. Review who else has registered.

• Identify potential new strategic partners who may also be exhibiting.

•Drafting Timetables of Activities •Be well organized

•Schedule Meeting/Appointment Requests

•Securing Booth

•Promotion Planning

•Logistics

•Research & Promotion

Checklist and Timeline for Exhibiting The Booth**

(6 to 12 months prior)

Promotion Planning

(4 to 6 months prior)

Logistics

(2 to 4 months prior)

Research &

Promotion

(1 to 2 months prior)

✓ Secure booth space

(make down payment)

✓ Develop a marketing

budget for participation

✓ Make travel plans: book

accommodation and

airfare

✓ Organize promotion to be

done with existing client

base

✓ Secure booth location &

determine booth

requirements (staffing…)

✓ Determine type of

promotion for show guide

and for exhibit

✓ Apply for entry visa (if

applicable)

✓ Undertake research to

better understand your

priority countries and

make shortlists of buyers

& make B2B

appointments with these

buyers (either at your

booth or at their booth)

✓ Get exhibitor kit ✓ Plan & develop marketing

tool kit (and decide what

it will entail)

✓ Determine the samples

you will be bringing (and

sampling for food shows)

✓ Make list of exhibitors to

visit during the show

✓ Make appointments with

potential buyers to have

them visit you at the

show

✓ Select type of booth and

design, secure booth

furnishings & other

requirements (electricity,

wi-fi…)

✓ Decide on shortlist of

products you will be

exhibiting & work on

pricing

✓ Make arrangements for

freight forwarding to

send samples (if you

send separately)

✓ Finalize promotion with

show organizers (if

applicable)

Planning and Preparing

Marketing Research

• Do broad research on the market in the priority countries you are targeting

• Do focused research to identify the companies you will be targeting

Trade statistics, trade-related information:

• UN Comtrade: www.comtrade.un.org

• International Trade Centre – www.intracen.org

• World Atlas: www.worldatlas.com

• CBI – Centre for the Promotion of Imports from the Developing Countries: www.cbi.eu

• International Organization for Standardization (ISO): www.iso.org

• Global Food Safety Initiative: www.mygfsi.com

http://www.comtrade.un.org/http://www.intracen.org/http://www.worldatlas.com/http://www.cbi.eu/http://www.iso.org/http://www.mygfsi.com/

Sector-specific market information

Coffee-related information:

• International Coffee Organization: www.ico.org

• European Coffee Federation: www.ecf-coffee.org

• Global Coffee Platform: www.globalcoffeeplatform.org

• Specialty Coffee Association (USA, EU): www.sca-coffee.com

Footwear-related information:

• World Footwear: www.worldfootwear.com

• American Apparel and Footwear Association: www.wewear.org

Clothing-related information:

• American Apparel and Footwear Association: www.wewear.org

• Fibre2Fashion: www.fibre2fashion.com

http://www.ico.org/http://www.ecf-coffee.org/http://www.globalcoffeeplatform.org/http://www.sca-coffee.com/http://www.worldfootwear.com/http://www.wewear.org/http://www.wewear.org/http://www.fibre2fashion.com/

Planning and Preparing

Trade Show Registration • Registration confirmation • Obtain Visa support letters / invitation letters • Pre-purchase Exhibition passes online

Administration and Logistics • Sample Shipping methods• Customs Clearance• Hand Carry Goods as Baggage• Check the voltage and plugs/sockets and the need for adapters

• Check the daytime/nighttime temperature, humidity, rainfall forecast in the destination country for the time of year to pack the right clothes.

• Record emergency numbers in the briefing book just in case• Get overseas travel insurance• Get destination city information online or via travel guides.

Planning and Preparing

Marketing Tool Kit •A small brochure or leaflet

•Business cards in English with full international dialing number formats

•Technical information sheets

•A price list

•Website updated and operational

•Banners

•Pictures and videos

•Giveaways

Conduct at the Show

Greeting and Communicating with Visitors

• First impressions are important

• Introduce yourself, your company and products needs to be well

rehearsed and polished

• Professional manner

• Often, interested buyers will normally ask for prices for specific

products

•Maintaining a Proper Booth and Environment

• Clean and tidy, products displayed attractively

• No eating

Trade Show Key Success Factors

In order to benefit from participating in an International Trade Show:

• Make and implement a follow-up action plan

• Note and act on potential clients’ feedback of your product line e.g. price, packaging, products, design etc.

• Follow up communication/correspondences in a timely manner.

Develop a Tracking Table for Potential Clients • Company Name

• Contact person and contact details

• Estimated sales potential and time frame

• Specific actions to be taken to reach estimated sales level

• Probability of sales materializing (in %)

• Action plan by month

Take good notes either when the client is with you at the show or just after his / her departure.