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Martin Brochstein & Paco Underhill on what to expect at next week’s ‘LIMA Retail Symposium’
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Welcome back everybody yeah right let's go shopping we have two gentlemen joining us now to talk about events that's coming up.
Less than a week from today we have taco underhill the gentleman furthest away for me.
You are with and virus cell which is -- testing agency for stories out there you -- your tapped into the consumer.
Fear of a very prominent author thank you for coming ninth and closes today -- -- Martin vaccine.
With -- -- kick us -- and tell us what -- is.
Lehman as the international licensing industry merchandisers association we're.
An association of about a thousand companies globally and -- -- in the trademark licensing business it's a very huge business we've.
180 billion or so in global sales affecting local sales.
And we are.
Very tied into the retail world -- okay so when you say licensing what exactly does that it's the use of trademarks on products and services.
Think in terms of Marc Anthony apparel it -- or.
-- Food Network house where -- -- a celebrity or big name behind or -- -- growing hopefully up yourself or a corporate brand and you're taking advantage of the brand equity with that brand or celebrity or sports logo -- so tell me about the symposium and conference that's that's on Wednesday -- -- is part of where you're an educational.
Resources.
And it's one day devoted to the fact that.
You can have the greatest products in the greatest brand but if you can't get to the consumer you've got nothing.
So who retailers is a huge part of the business -- understanding what's going on.
Between retailers and brands and how to get -- to retail is really the theme of the day and that's where you Cummins go right.
One of the things that we -- -- you guys in 2012.
Is that there are brands that are trying to make love to there and their customers through an interpreter.
And -- an example handicap.
Well -- -- manufactured.
Goods and I saw apply them to the merchant and the merchant sells them.
That that was that twentieth century model.
And as many of us know now that many of the brands that we can buy at a multi brand stores.
We also can buy at a unique brand store and we and buy them online.
So that president many channels of distribution there are many channels -- destroy.
You shouldn't and one of the challenges that Marty is -- to.
Is that the manufacturers.
And do you developers of licensed product.
Have to do a better job both understanding.
The actual point of sale -- also understanding the nature of the consumer.
I'm confused by the -- itself because it's everywhere it's on aren't Smartphones it's on the Internet it's on our -- it's in this storm.
Part of what will they -- -- and we're calling it is -- -- convergence convergence which is the meaning of the customer.
The Smartphone.
The bricks and more -- the world where I can be inside of Macy's and shopping so for a dot dot com at the same time.
Target serious thing right now where there's certain items that they have available in the store with a Q are -- the blacks would line in the boxing ET your Smartphone.
Is that that you diet they should -- -- -- for the holiday associated shopping with your kidneys and they want that -- way you can get a predominantly in the now.
They -- to -- this is crazy it is.
We think of that as the consumer particularly the female -- consumer is both desperate to save time.
And desperate to save money.
And the to which we understand what that processes has a direct read relationship on our success in it right getting stuff from the hands of customers.
-- -- Why you have news conference now Chris bring the fourth quarter.
-- -- the holiday season -- many many businesses do 40%.
Of their annual business meeting in November and December.
I mean we're having partly for that reason but this is a year -- business get it's it's and Nelson.
It's it's part of the reason but not the whole reason really.
And -- Power of the retailer and the importance of the retailer has been growing and growing and growing.
It used to be that the consumer had to go to the retailer make a purchase now the retailer has to figure out a way to get to the consumer.
Exxon men and again you know David Wheeler sales for the very least to attract them to come into the store that come and that's only one of the platforms and as -- was talking that.
So so it's really an important part of the business and our members.
Understand it and they need to know more about it my every day.
Exactly.
It stated does it feel this is growing that astronomically.
-- at this point are you bullish either view whoever -- stance is questionable from the U.
Bullish on the holiday season The National Retail Federation now with their prediction from four point 1% growth is expected over last year but.
And that's the weakest holiday since 2009 believe it or not of course it's just a prediction did you want to comment on the.
-- there's there's a very cynical point of view -- in retail which is that if you sold every retail stock.
On November 1 and bought it back on February 1 he probably make money you know over the past fifteen years he could -- Certainly.
In troubled times.
We recognize that the holiday season is about buying icons of our feelings towards other people.
And that.
For all of the difficulty that we have saying I'd love you I respect you I care for you.
Holiday gives us their way to do that all the way to.
Do it and I'd rather than look at the percentage.
Increase and I'd like to think of the -- emotional content.
And that one -- clearer Rick can be.
Missions.
In our post recessionary Europe.
Is that many of us woke up and found that are desperate bid to our knowledge we can make their houses were have been -- your children were too big and that the challenge for holiday shopping.
He is to be able to -- to acquire other things that say what you want to say.
Yes and -- that actually sounds simple but it's a great way to think about it because.
We are purchasing power it comes from how we feel great we're confident or we're feeling generous we're gonna -- more -- so it's -- -- -- OK so that's.
Like we said earlier the events to symposium that kicks off on Wednesday.
And -- -- -- hear the radio club in New York theater owner on Wednesday the tenth.
Okay and you're gonna be speaking taco regularly keynote -- -- -- -- -- speaker.
And it ends you -- but we're gonna show it on the screen right now why we die because they wanted he does not buy something everything that I literally lake from.
Like a piece of clothing -- -- They are not my -- the retail business loans have been issues -- definitely it's I think -- have a disease.
Okay it's going to kick off shopping sickness -- I had shopping sickness everybody I confess I have something six.
