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.
7. @SoleberryLtd
The pain…
• It’s 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
17. @SoleberryLtd
A primer - Holidays
Holiday Date
Valentine’s
Day
February 14
Tax Day April 15
Mother’s 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
18. @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
According to NPD, as of a year ago online accounted for 20% of apparel sales
Speak about populationOnline purchasingIpad penetration
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
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 it’s key strategic focus for this yearBoden – 15% of sales from Continentialeurope, 30% from US
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
CPCs in the U.S. continued to be higher, at $0.44, than the U.K. at $0.38 USD.
