• The latest demographic, competitor stores, market research and ‘points of interest’ datasets were used to quantify current and future market sizes for the 50 focus cities.
• RetailVision Destinations – Retail Centres and Retail Trade Zones (TZs) – were comprehensively mapped to provide a detailed depiction of China’s retail landscape.
• GMAP’s bespoke Spatial Model was used to estimate the flow of consumer spend within each city to the defined Centres & TZs.
• The market share of Levi's was calculated for each Centre and TZ.
• Future market potential was forecasted using a combination of market trends, future retail and infrastructure developments, such as new shopping malls and underground stations. This enabled GMAP to use their Spatial Model to run future scenarios.
• The future scenarios allowed quantification of 'headroom' - the incremental sales gained if Levi’s achieve their city market share within each Trade Zone per projected year.
• A rule-based approach was applied to identify and rank new store opportunities and to assess Levi’s existing store network.
• Additional catchment analysis identified footfall generators and amenities within proximity of Centres & TZs.
• The outputs were delivered in MVPLUS; this enabled Levi's to drill-down into the analysis and self-serve their own analysis questions

The Conclusion

GMAP’s Smart Growth List provided Levi’s with a clear scientific future store network plan to support the local and regional teams in their investment decisions. MVPLUS also allowed them to conduct further in-house analysis to support their decision-making. 

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