Ulrich Dausien
Born 1957 Hanau
1977 First Import from Taiwan – Rainwear, Tents, Backpacks
1979 „Sine“ - First Outdoor- Shop in West Germany
1981 Founder of „Jack Wolfskin“ and „Sine“-Franchising
1988 First Jack Wolfskin store in Taiwan
1994 Left Jack Wolfskin
1995 - 2000 New Brands „Our Planet“ und „McTrek“
2001 YEAH! AG – CEO – McTREK GmbH merged with Yeah! AG
Since 2006 McTREK Outdoor Sports expands
German Textile and Apparel Industry
2 000
4 000
6 000
8 000
10 000
19
51
19
55
19
60
19
65
19
70
19
75
19
80
19
85
19
91
19
95
20
00
20
05
20
10
20
14
Company
Textil Industry Company Apparel Industry Company
200 000
400 000
600 000
800 000
1 000 000
Apparel…
Employees
0
10,000,000
20,000,000
30,000,000
40,000,000
1951 1960 1970 1980 1991 2000 2010
Apparel Sales '€
Textil Sales ' €
Reference: Statistisches Bundesamt Wiesbaden und Gesamtverband der deutsch. Textil und Modeindustrie e.V.
Revenue / Turnover (Billions €)
Today
German Textile- and Apparel Industry
33%
33%
prior concession 33 %
privat consumption 67 %
CAR / KFZ
Health/Gesundheits-wesen
Building /Bau
furniture/Möbel
< 100 000
Employees
20 Billions
Turnover 1200
Companies
Textile and Apparel Industry important for
ancillary Industry
Countries & Regions European Outdoor
Market
Reference: EUROPEAN OUTDOOR GROUP
GAS
Austria
Germany
Switzerland
UK & BENELUX
Belgium/
Luxembourg
Netherlands
United Kingdom
/Ireland
Scandinavia
Denmark
Finland
Norway
Sweden
Southern
France
Italy
Portgual
Spain
Easten & Russia
Czech Rep
Hungary
Poland
Russia
Slovakia
Slovenia
European Outdoor Market 2014Country Value Share
Reference: EUROPEAN OUTDOOR GROUP
€ 4.8 BNWholesale
approx.=
€ 10 BN Retail Turnover
Apparel
53% = € 2.5 Bm
Outerwear Jackets
Outerwear Pants
Midlayer Top,
Midlayer Bottom,
First Layer Top,
First Layer Bottom,
Apparel Accessories
Backpacks and Luggage
6% = € 305 m
Backpack , Luggage
Pack & Luggage Accessories
Tents
3% = € 147 m
Portable Tents,
Non Portable Tents,
Taps & Sun Protection
Tent Accessories
Outdoor Accessories
7% = € 321 m
Cooking, Eating, Hydration; Lighting,
Poles, Navigation Equipment,
Camping furniture, Accessories
Sleeping Bags and Mattresses
2% = € 92 m
Sleeping Bags Down
Sleeping Bags Synthetic
Sleeping Accessories and
Mattresses
Footwear
26% = € 1.3 Bn
Boots
Midcut Boots & Shoes,
Shoes and Sandals
Shoes Accessories
Climbing Equipment
3% = € 108 m
Quickdraws,
Rock Protection
Ice Axes
Crampons
Snow and Iceprotection
Helmets
Harnesses
Riepers
Slings
Climbing Devices
Carabiners
Crash Pads
Climbing Shoes
Chaikbags
& Chalk
Slackline Kits
Climbing Other
Status of Trade 2014 European Outdoor Market
Low cost is king
Build partnerships you can rely on
Learn from experienced people and companies
Be different
Product innovations are a must
Dare
unique
color
combinations
New markets far
from the mountains
Create the „ right „
mixture between
function and fashion
Sports
sponsorships
Don‘t forget
the
next
generation
‘Explore
new
markets
abroad
How to create value in YOUR
textile business ?
INVEST INTO BRAND
AWARENESS
AND
IMAGE UNTIL
YOU REACH A SUPSTANTIAL
OR LEAD POSITION IN
YOUR
RELEVANT MARKETS
Demonstration of Power
Growth by new innovations
Success,
rapid growth
Strong competition,
market erosion, lost focus
Thinks about‘s:1. Innovation
Expand your company value with new ideas, but stay focused in your business
Where to get Innovations from?
1.1. R+D Department
1.2. Management
1.3. Companies situations :
1.4. Add or change distribution channels
(example: Jack Wolfskin franchising)
(Your „ Vision“, by your organisation (bottom up), Think tanks,
Universities)
1.3.1. Whish to enter new markets (example: Texray entered Africa)
1.3.2. Wish to improve market positions (example: North Face Summit series)
1.3.3. Wish to reach market leadership (example: Nike “Air Jordan”)
1.5. Suppliers & compeditors
1.6. Consumer wishes
1.7. Market niches
1.8. Portfolio selection
Listen to the consumers needs
Improvement ideas from suppliers and compeditors
1.8.1. Variations per Category (example: 50 instead of just 10 backpack styles)
1.8.2. Line Extensions (example: add outdoor shoes to the garment)
Be the market leader in a regional niche or sub product category
2. Pricing
3. Brand Cooperation
4. Licencing
5. Extend your Service offers
Improve your margin by targeting your customer with tailor fit services
5.1. Development services for customers
5.2. Production and sourcing services
Brand licencing(example: fashion industry, Jack Wolfskin Japan)
3.1. Shared product development with competition (example: PFC-free fabric)
3.2. Shared promotion (example: technical fabric + garment brand)
5.3. Fulfilment services
HEAD OFFICE OF YEAH! AG
NEAR FRANKFURT
(Bild McTREK Shop von innen mit möglichst vielen Produktkategorien)
McTREK Outdoor Sports Today:
McTREK 2020 Plan:
Vision: McTREK becomes the best outdoor outfitter for people
who are active in the nature.
1. Always best product offer for the consumers needs, at attractive prices
35 Stores among Germany
Approx. 47 mio € Sales in 2015
Multichannel System with Stores and Online Shop (www.mctrek.de)
55 Stores among Germany
75 Mio Sales
What means the best
2. Always the best individual consulting in the shops and online
3. For a better world:
McTREK is supporting suppliers who are acting to social compliance and
international inviromental standards
Thanks for your attention