by 2020, millennials growing grassroots: creating an
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GROWING
GRASSROOTS:
Creating an American Brand for the FutureKen Nisch, Chairman JGA
Heath Carr, COO Bedrock Manufacturing
By 2020, Millennials
and Gen Z-ers will
become the dominant
retail customer
segment. Millennials
will spend more than
$200 billion annually,
while Gen Z will
contribute $44 billion. Sources: NY Times, Move Over, Millennials, Here Comes Generation Z;
Entrepreneur, How to Market to Gen Z, the Kids Who Already Have $44 Billion to
Spend; Advertising Age, Millennials Want to Party With Your Brand But On Their Own
Terms
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Gateway Cities like Miami, Los Angeles,
New York, and Chicago are and will remain
the shopping destinations for the consumer,
both domestic and internationally.
New Orleans, Portland, Pittsburgh and Detroit are
shaping urban communities to attract Millennials
and Gen Z-ers with creative “white space,”
matching their passions with platforms for
self-expression, community, and environment.
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These “digital natives” seek consumption:
Drinking, eating, buying in different ways.
Beyond consuming, they seek to exercise their
“maker” passion. They are makers of opinion,
content, blogs, communities and of course, product.
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Millennials and Gen Z-ers also crave
sustainable urban spaces.
At the core, there are
ESSENTIAL INGREDIENTS
to developing successful retail properties of the future.
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SHOPPING DINING
LIVING PLAYING
We call this:
MAKE-TAILING
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Make-Tailers embody a driving force in the
sense of community and partnerships.
NEW ORLEANS
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NEW ORLEANS MAKE-TAILER:
Grandmother’s Buttons
Owner Susan Davis’ 95-year-old grandmother donated
her collection of buttons and was her inspiration.
Buttons used in the jewelry range in age, but the
average is between 100 and 130 years old.
All jewelry still made in St. Francisville, about two hours
northwest of NOLA.
Fleurty Girl is a play on the fleur de lis, which also
means rebirth.
Founder Lauren LeBlanc, single mom of three,
started Fleurty Girl on single tax refund.
T-shirt designs wink at local colloquialisms and
pastimes and pay homage to the city’s rebirth after
Hurricane Katrina.
NEW ORLEANS MAKE-TAILER:
Fleurty Girl
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PORTLAND
PORTLAND MAKE-TAILER:
Tanner Goods Co-founders Sam Huff and Jevan Lautz
grew up in Sisters, Oregon, a small town
known for its saddle-makers and tack
shops.
Huff’s grandfather’s leather box and
camera strap sources of inspiration.
From inspiration to design to fabrication,
everything is done under one roof.
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Founded by Charles Danner in 1932, superior
craftsmanship mattered regardless of economy.
Primary factory in Portland for the last 80 years.
Danner Boots’ Heritage: Quality, Craftsmanship,
Utilitarian.
PORTLAND MAKE-TAILER:
Danner Boots
PITTSBURGH
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PITTSBURGH MAKE-TAILER:
Moop Shop Designed and hand manufactured,
start to finish, in Pittsburgh studio.
Established in 2007, Founder Wendy
Downs accidentally created Moop
bags after failing to design a dress.
Small and talented team, designing,
making, packing and shipping each
and every Moop bag.
PITTSBURGH MAKE-TAILER:
Mid-Atlantic Mercantile Independently Designed.
Ethically Manufactured. Made to
Love & Last.
Purveyor of local artisans Reiko
Yamamoto, Studebaker Metals,
Tugboat Printshop
Founded in 2013, owner Emily
Slagel opened the shop with the
focus on ethical supply chain.
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DETROIT
In 1965, population was
2.5 million
J.L. Hudson Dept. Store
was 2,124,316 sq. ft.,
making it only second in
size to Macy’s in NYC
DETROIT:THEN
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By 1998, Detroit’s
population dwindled to
967,360 with residents
moving to the suburbs.
With a dying downtown
shopping district, J.L.
Hudson was imploded,
becoming the tallest
structure to ever come
down.
150,000 people engage
in CBD daily
Positive impact by
Bedrock and Ilitch
organizations
Over 30 independent
restaurants in Midtown
Over 2M visitors attend
special events annually
in Midtown DETROIT:NOWSource: Bedrock Real Estate
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Developed over 13M sq.
ft. of Detroit space
Acquired over 80
properties in 4 years
BEDROCK’S IMPACTSource: Bedrock Real Estate
ILITCH’S IMPACT
Expected to have a $1.8
billion economic impact in
Entertainment District
Owns the Detroit Tigers,
Detroit Red Wings, Motor
City Casino, Little
Caesars Pizza
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DETROIT COMMUNITY:
Activities/Special Events
These various community-driven activities have influenced how
the retail landscape has evolved in emerging neighborhoods.
EMERGING RETAIL:
Restaurants/Local Shops
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DETROIT MAKE-TAILER:
Will Leather Goods
Coffee house, art gallery, retail store and
educational workspace.
Store is tribute to Will’s brother, Bob, who ran
apparel chain in Metro Detroit.
Founder Will Adler, born and raised in Detroit.
Midtown location is 8th and largest store.
DETROIT MAKE-TAILER:
Whole Foods Market Footprint is more condensed
and “city right” relative to the
square footage, with its
natural, yet “downtown”
sensibility.
Design partners, local artists
and fabricators joined with the
Whole Foods team to create a
fusion of food and place
through reclaiming,
repurposing, and reimagining.
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"Detroit: City of Design"
Detroit Creative Corridor
presents a film
by Stephen McGee
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KEY TAKEAWAYS
MILLENNIALS AND GEN Z-ERS: Will redefine the who, what, when,
where and how of shopping through passion for self-expression,
creativity, and shifting attitudes towards consumption.
MAKE-TAILING: By combining the activities for work, living, play, and
making, as a catalyst for organic revitalization of communities, particularly
in non-Gateway Cities where traditional retail is largely absent.
SHINOLA: In choosing Detroit to partner with local institutions supporting
legacy and emerging suppliers, demonstrating the value of place and
authentic spaces is a model for large and small, well-resourced and
bootstrapping entrepreneurs.
THANK YOU!KEN NISCH
Chairman, JGA
HEATH CARR
COO, Bedrock Manufacturing