SHOP PARTNERSHIP
Introduction:
In spite of the international economic situation, the field of the dance is in strong expansion, thanks also to a serie of factors that have promoted its visibility.
The atmosphere, the protagonists and the technical dance garment are considered as references of tendency from the world of communication, of the fashion and the advertisement, they use its image to associate their products to a message of creativeness and dynamism.
Moreover, thanks to the hauling effect of some TV programs of great success, an always greater number of young people, and not only, has been moved by the gyms to the school of dance, attracted by the chance to develop a phisycal activity in a creative way, and in an atmosphere where, for the dynamics of the practised disciplines , socialization is facilitated in comparison to other sporting centers.
The Market analysis
The market analysis we did, when we have introduced the “ Shop Partenership Program “ in 2003, put in evidence that , to forehead of the increase of demand for articles for dance, there was an insufficient capillarity in the distribution.
In the last years, the situation is fortunately changed and many specialized activities are grown in several different geographical areas. This conferred to the market a better and more homogeneous distribution of these articles.
Notwithstanding there are still many areas not covered at all by shops and sales points.
Our research has also underlined a very important aspect for what pertains “ the quality” and “ the quantity” of the shops. If the number of sales points has notably grown, offering a better coverage and availability of the products, we cannot say the same for the service that they offer.
In many cases they are managers “you do on your own”, that don’t have the technical knowledges to support dancers in their choices, and they don’t know which brand to propose on the base to technical contents rather then to the greatest profits they can realize. We find therefore so many shops badly supplied and managers with an insufficient technical background.
It’s because of all these reasons that the project “ Shop Partenrship” finds a good position and allows the manager to be able, from the beginning, to front all the problems list to manage an activity in this field without paying for the inexperience and granting the permanence in the market.
The “Coppelia Shop Partnership” Project
The “Coppelia Shop Partnership” Project is born originally from the requirement, indeed, from the necessity to re-organize the market of dance , and it takes advantage from the twenty-years experience of Coppelia shops and from the consolidated presence of D.T.C, company leader in Italy ane Europe for the distribution of articles for dance. It represents the best international brands and produces the articles under Coppelia brand.
Our aim is to create, a network of specialized stores identified by the standard Coppelia, and therefore associated to the concept of seriousness, competence and completeness of assortments.
To support the shops, D.T.C will control the distribution of the brands it represents, granting to the “ Partners” the exclusivity of distribution . For the other brands instead, it will be a purchase center for the orders.
Before proceeding with the analysis of opportunities and advantages, it is necessary to make some considerations on the management of a store of dance, that is atypical respect to other categories.
The analysis is carried out basing on a shop mostly set up on classic dance, jazz and modern, excluding those whom the main activity is fitness or ballroom dancing.
Analyzing the breakdown that compose the different kinds of articles, we notice that they are divided into some big categories which create the frame of a shop of dance.
More than 60% of the turnover comes from four main categories ( pointe shoes, ballet shoes, basic garment and costumes) and the rest is subdivided in smaller categories.
In each category the correct choice of the articles to propose , of the suppliers, and the balance on the quantities can determine the success or the failure of the activity.
D.T.C.- group leader of the Coppelia shops and main supplier of stores in partnership, offers a great range of articles, that represent the main frame of assortment of a specialized store.
The formula of partnership that we are going to propose offers the chance to take advantage from our twenty-years experience and of the necessary know-how in management and supplying.
To get more information on this program , feel free to contact our offices: E-mail address:
info@dancetrading.com - indicate please also your telephone number to get a direct contact and a prompt reply.
