MARKET SCOPING
MISSION FINDING
SEMINAR
Trade in Services
Presented by: Jamila Greene
exporTT Limited
Training Room
151B Charlotte Street
8.30AM – 12PM
Objectives for Services Component
1. Generate a greater understanding and awareness of the
market;
2. Gather strategies for entering the market; and
3. Establish networks and contacts.
ECONOMIC PROFILES
France
Population: 64.1 million (2014)
GDP: €2.183 Trillion
Household Expenditure : €1.1154 Trillion
Household Disposable Income Growth Q3:
0.88%
Projected Growth in Private Consumption
2017: 1.9%
Source: OECD 2016
The Netherlands
Population: 16.8 Million (2014)
GDP: 678.572 billion
Household Expenditure: € 295.837
Billion
Household Disposable Income Growth
Q3 2015: 0.39%
Projected Growth in Private
Consumption 2017: 1.7%
Source: OECD 2016
The United Kingdom
Population: 63.7 million
GDP: £1.864 Trillion
Household Expenditure: £1.152
Household Disposable Income
Growth Q3 2015: 0.27%
Projected Growth in Private
Consumption 2017: 2.0%
Source: OECD 2016
OVERVIEW AND
FINDINGS
European Union
Fashion (Garment)
 Most fashion companies are SMEs who employ 90% of industry’s
workforce and 60% of value added
 Approx. 185,000 companies, 1.7 million employed and €6 billion turn
over
 Fashion clusters, at national level being used to achieve economic
development by connecting, training, supporting and developing those
in the fashion industry
 Data presents mixed trends by product, but intra-EU trade, China,
Turkey, India and Pakistan, USA, Tunisia and Bangladesh amongst
largest import players (Source: European Commission, Communication and
Information Resource Centre for Administrations, Businesses and Citizens
(CIRCABC)
Fashion (Garment)
France Findings
 Met
with a number of players in the value chain of
industry in France
 41% of French Textile Firms located in Rhone Alps and account
for 50% of national turnover
 Fashion industry being used to stimulate Economic
Development of cities and communities
 City of St. Etienne known as the “City of Design”
 Non Traditional Retailers like Fair Trade etc.
Fashion (Jewelry)
In 2013, jewelry industry provided €41,612 Million
in value added to the European economy.
Case Study
Village des Createurs, Rhone Alps
 Non-Profit with many major industry players on their
Board of Directors
 Platform the development and commercialization of
designer – idea to business conversion rate above national
average 65% (national average 50%)
 Provides work and retail space for three (3) years and
vigorously monitors their production
Case Study - Accessories
Le Colonel Moutarde
 Passed through Maison des Mode Program
 Program is an incubation program that trains companies
then, provides production space then retail and living
space in city outside of Lille
 Le Colonel Moutarde has now opened a store in Paris
and in Shoreditch, London
Fashion (Garment)
Netherlands Findings
 Cities of Amsterdam and Rotterdam branding itself as
young, vibrant and design-oriented cities;
 Designs in Netherlands more conceptual and openminded, not necessarily pret-a-porter
 Established a foundation network with the intention to
expand it further to the Netherlands Fashion Week and the
Fashion Association - MODINT
Case Study
World Fashion Centre – Amsterdam
 Wholesale Mall with hundreds of vendors
 Began by collaboration between designers for
shared space
 It has retail space for established designers. Retail
and work space for small or up-and-coming
designers
 Only wholesale sales allowed – must apply for pass
Fashion (Garment)
UK Findings
 UK Fashion Industry contributed £26 billion to economy and
employs 797,000 persons
 Hub for luxury and fast fashion
 Upcoming communities like Camden and Shoreditch that are
redeveloping communities through fashion
 Met with London College of Fashion that has Centre for
Fashion Enterprise to improve the skill set of the fashion and
related industries
 Mr. Andrew Ramroop spoke to continued training and
commitment to quality for success in UK market
eCommerce & Fashion
 247 billion consumers shop
online, with an additional 159
billion overseas shoppers –
spending 180 billion in 2014.
Apparel and Footwear
consistently one of the most
purchased products online
Digital Industries
 Digital Industries Single market targeted for completed
by end of 2016
Better access for digital goods and services across Europe
Create condition for digital networks and innovative services to
flourish
Maximize growth potential for digital economy
 Pushing Digital Entrepreneurship for job creation
Digital Music
New structure of the industry
because of new technology
and increase use of internet in
industry
Findings limited to entry
strategies
Animation
 Industry more active in
some EU countries than
others
 Seen by some country of a
industry that can contribute
to economic development
Animation cont’d
Animation
France
Number of Companies
Papeterie de Cran, Cran
Gervrier
Póle Pixel, Villeurbanne
Cartoucherie, Bourg-lesvalence
Ardeche Images
1,396
Employment
Research Laboratories
11,960
23
Training Modules
28
Centres, throughout
France
 Amination identified by
government as a industry to
lead French economic
growth
 Rhone Alps has the Pole
Pixel cluster, which is also
a geographic space
 Industry in Lille
connected a technology
sector
Case Study
Pole Pixel - France
 Pole Pixel established in 2009
 Home to 110 companies and 660 employees in the
Amination value chain with a physical office and
production space
 Home to Imaginove, a Animation cluster that connected
all players win the value chain to one another for training,
development and project execution
Animation
Netherlands
 Industry identified as small
 Requires the right contacts in the market, we met Mr.
Robert Ladan, a connector in the Animation industry to
assist with a network in the market
 Recommended companies prefect the follow to pitch:
 Portfolio demonstrated through their Showreel
 Other material pitch-perfect
Exemplary quality in work
Ability to localize while maintaining originality and creativity
MARKET ENTRY
STRATEGIES
Fashion (Jewelry)
Entry Strategies
1. Networks
 Step 1: Preliminary Research
 Step 2: Identify Network and
Establish Contact
Step 3: Process of Localizing,
Branding and Marketing
 Step 4: Market Entry
2. Special Purpose
Groups (Fair Trade,
Health Awareness, Aid
Benefits)
Step 1: Preliminary Research
 Step 2: Registration
Step 4: Market Entry
Fashion (Garment)
Entry Strategies
1. Networks (Discussed
prior)
2. Incubation/Acceleration
Program
Step 1: Program Identification
Step 2: Registration
Step 3: Program Life
Step 4: Market Entry
3. Direct Distribution
Step 1: Preliminary Research
Step 2: Product/Company
Registration
Step 3: Localizing, Marketing and
Branding
Step 4: Market Entry
Animation
Entry Strategies
1. Networks (Discussed prior)
2. Incubation/Acceleration Program
Step 1: Program Identification
Step 2: Registration
Step 3: Program Life
Step 4: Market Entry
Digital Music
Entry Strategies
1. Innovative Promotions
Step 1: Identify personnel and
generate strategy
Step 2: Identify persons with
platforms needed and a
willingness to cooperate
Step 3: Foster collaboration
Step 4: Market Entry
2. Interactive Promotions
Step 1: Identify personnel and
generate strategy
Step 2: Identify persons with
platforms needed and a
willingness to cooperate
Step 3: Engage End use
Step 4: Progressive market entry
Conclusion
Approach market entry to the EU bearing in mind:
 The spirit of cooperation and collaboration
 The right connections
 Branding (Localizing if necessary)
eCommerce Platform a MUST