ECCO CONCEPTUAL SPACE
BRANDED SPACE Our brand is our biggest asset and represents our Scandinavian heritage, values and the way in which we relate to our customers. This is what sets us apart from our competitors and makes ECCO one of the most renowned and trusted shoe brands in the world. We are proud of our products and our ambition is to present them in as eye-catching a way as we can. This requires a unique retail concept where the link between our customers and the perception of quality and value comes together in one consistent brand identity. ECCO’s retail concept has been implemented in more than 1200 stores and 1800 shop in shops around the world. We continually strive to improve our retail concepts and increase branded space so that four out of five ECCO consumers purchase our products through an ECCO branded channel. Our goal is to create a special and memorable retail experience for our consumers and we work hard to deliver One vision, One Brand, One Concept.
ECCO RETAIL
CONCEPT PORTFOLIO
Thousands of consumers encounter the ECCO brand every day – from Moscow to Dubai and from San Francisco to Tokyo. Our success is closely linked to these consumer experiences at store level and this is the reason store concepts are one of the cornerstones of ECCO’s business. All ECCO branded points are part of the global retail concept and incorporate the best practices from both ECCO’s retail experience as well as the global retail industry in general. it has been developed in conjunction with franchise partners and retail experts and has been tested in retail environments all over the world. Our retail portfolio is continually being refined to reflect the ever-changing demands from our consumers, as well as the ever-increasing competition within the retail landscape.
STORE FIXTURES Form, function and simplicity are the guiding principles behind the Scandinavian design heritage. True to this heritage, every fixture and fitting within the ECCO store has a purpose and contributes to its image and atmosphere. ECCO has carefully selected all of these fixtures and fittings and all the materials chosen have a purpose and are conceptually and commercially aligned with our retail brand identity. The stores are dressed in a simple, light and friendly style with an inviting, Scandinavian look and feel.
THE ECCO CONCEPTUAL SPACE One vision – One brand – One concept: The ECCO Conceptual Space is embracing and defining store formats, design, systems, tools, ways of working, responsibilities, education and organization. The concept incorporates best practices from ECCO’s retail experience as well as the global retail industry. It has been developed in conjunction with our Partners and other retailers. Today the ECCO Retail Concept has been implemented around the world in more than 3000 stores and Shop-in-Shops. ECCO Conceptual Space has three formats: ECCO Store, ECCO Shop in Shop, and ECCO Shop Point. All of which are developed to ensure best consumer experience, to meet demands from our partners and to support their business. All ECCO branded selling points in the world are a part of the ECCO Conceptual Space. Each one support the brand in making it one of the most powerful footwear brands in the world.
ECCO’S RECOGNIZED CONCEPTS DIVIDED PER FORMAT ARE: ECCO STORES: • Flagship store • Premium store • Standard store • Outlet store ECCO SHOP IN SHOP: • Unity Oak Shop in Shop • Unity Golf Shop in Shop • Unity Outdoor Shop in Shop • Leather Goods Shop in Shop • Unity Kids Shop in Shop ECCO SHOP POINT • Unity Oak Shop point
ECCO CONCEPT PORTFOLIO
STORE
FLAGSHIP & PREMIUM SPECIAL/UNITY PLUS
STANDARD UNITY UPGRADE
OUTLET UNITY OUTLET
LEATHER GOODS
SHOP IN SHOP
UNITY OAK SIS
GOLF SIS
OUTDOOR SIS
LEATHER GOODS SIS
SHOP POINT
UNITY OAK SP
ECCO FLAGSHIP STORE
ECCO Oxford Str, London, UK
ECCO Oxford Str, London, UK
ECCO LEATHER GOODS STORE
ECCO Leather Goods, Krakow, PL
Leather Goods corner in ECCO Bredebro, DK
ACCESSIBLE PREMIUM 1
ECC0 S TARGET POSITION High
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ECCO LEATHER GOODS WILL STRETCH THE BRAND TOWARDS EXCLUSIVE PREMIUM ECCO TARGET Trend-orientated & frequently updated product range Value for money High availability in controlled & non-controlled channels Mainly rational messages (focus on product attributes) 5-15% of a market Accessible Premium
L E AT H E R G O O D S
Core product range & image spill over on adjacent ranges Price Premium High availability in mainly controlled channels Rational and emotional messages
2-5% of a market Exclusive Premium
LEADING TO A CLEARLY DEFINED CENTRE OF GRAVITY FOR THE BRAND
With leather Goods defined as an integral part of the ECCO brand
ENHANCING THE BRAND EGG TO INCORPORATE LEATHER GOODS
RECOMMENDED BRAND ESSENCE:
CONFIDENT STYLE
1. An emotional consumer benefit, which also reflects a feeling towards ECCO’s products (shoes and bags) 2. Style is aspirational and talks to accessible premium 3. ‘Feel Good’ talks to quality, authenticity and the ‘substance’ of the brand 4. In keeping with ECCO’s Scandinavian outlook and personality
CONSUMER CENTRIC WHATS’S ECCO’S WAY OF BEING CONSUMER CENTRIC?
1. Deep understanding of core targets (and their differences - Shoes v Leather Goods) 2. Create emotional engagement with the brand through communications and retail experience (where possible) 3. Drive behaviour change by creating brand desirability
Primary growth targets:
Contemporary Female
Contemporary Male & Smart Casual Male
MORE CONTROL OF THE RELATIONSHIP WITH OUR CONSUMERS ACROSS ALL TOUCHPOINTS TO ACHIEVE ECCO’S 2020 VISION WE MUST BECOME A CONSUMER CENTRIC BRAND WITH STRONG BRAND EQUITY.
ECCO’S NEW COLLECTION DIRECTION
LET YOU FEET DISCOVER THE NEW SHAPE OF HIGH HEELS
E CCO I N TR I N S I C
AND BY EXTENSION, ECCO BELIEVES EVERYONE SHOULD HAVE ACCESS TO WELL DESIGNED, ENDURING QUALITY SHOES AND LEATHER GOODS.
KNOWING ECCO’S UNIQUE PERSONALITY TRAITS ARE ROOTED IN ITS DNA.
HONEST
I understand who I am and what you want from me. But I’ll prove it with actions, not words. Hello, I’m ECCO
ATTRACTIVE Some sayhonesty is the best policy. I say it’s the only policy. Hello, I’m ECCO
I try not to act like those around me. I’d rather be myself. Hello, I’m ECCO
UNAFRAID HELLO, I’M ECCO I have a bigger fear of standing still than of failure. Hello, I’m ECCO
GENEROUS In my opinion, to give style without substance is to give nothing at all. Hello, I’m ECCO
DEFINING ECCO’S BRAND COMMUNICATIONS PLATFORM
ECCO Turkey
PASSIONATE SHOE AND LEATHER MAKERS