Events in Brussels – or all across Europe – which are perhaps unlikely to attract many Europeans.
The selection of the games is different at a thousand different shops across Europe, but it is obvious that they all do the same thing: sell holiday, sports and entertainment gear.
It is no wonder that this has become such a significant segment of the continent’s economy.
For many of us, this activity is a diversion from the main business, but not for all.
For some, holiday gear is as much an integral part of their national culture as traditions.
The whole process is an expressive production of economic strength and integration, reflecting an intrinsic sense of community, one shared by most people in the population.
This is more than just a leisure industry though, as the legitimate livelihoods of thousands of creators and retailers of holiday products are at stake.
It is hard to criticise for the consumer marketplace, but the demand is changing rapidly, not necessarily in a way which helps producers and retailers, but simply by definition.
A historic bias in favour of mass advertising on television and the internet makes things worse, generating a ubiquitous presence of some styles or brands over others.
The European Commission is seeking to resolve that fragmentation by promoting the European Space Agency (ESA), the EU’s own space agency, to supervise the development of new space programmes and enable mass manufacturing and exports for the EU’s, and even the world’s, markets.
ESA has been the main player since the 1990s, with a director general, as well as several coordinators, head offices in many locations, and the world’s resources.
Strict rules are issued on what can be produced, how it can be displayed and marketed, from a complaint of copyright infringements up to boycotts by Danish producer, Mondelez International.
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While it is not true that the European space sector doesn’t have substantial historical roots, it is true that it is only now creating its own unique international leadership.
For Europe, the possibilities are enormous – the centrality of e-commerce has changed the way that consumers decide to purchase anything.
And while there are some legacy players like Schneider, a major Swiss retailer which actively has invested in traditional space outreaches, there are also a wide array of smaller players, which are growing considerably thanks to market opportunities, e-commerce and the vast potential that the coming mass-marketing of holidays will offer.
For example, one of the hottest activities in France lately has been to obtain tickets to Aix-en-Provence’s latest film production, “Welcome to Tatooine,” (or in the United States, “The Last Jedi”), even for as little as €8 ($9.55).
That makes it a bargain!
Hockey games range from the popular hockey ball for kids, to a more specialized take on sport aimed at the adults in-stores.
The international collaboration is due to the combination of various fantasy, gaming and cultural phenomena that have gained in a wider audience and confirmed their past niche.
This fusion is the rich source of inspiration that is at the base of the competitiveness of many brands.
One of the consequences of the political circumstances of these times is the fact that every European country now has one or two very successful brands, which therefore helps to facilitate for all, it is easier to access the foreign markets.
For example, one of the fastest growing tourist destinations in England is Somerset (and in 2016 about 10 percent of England’s gross domestic product came from tourism in Somerset), without which there would be no equivalent to these modern approaches to tourism.
If trends have not stopped, the retail space will have to change to follow in line.
In addition, for a market development of this size, there will have to be a balance between technology and old-fashioned marketing.
High-end marketing strategies will have to be combined with investment in newer, tech-based approach for shop designs and production.
How, for example, can one develop and promote a world-class manufacturer of aftermarket products like golf clubs which employ huge space age performance systems?
It’s a particular challenge for Europe, but everyone is well aware of its importance and needs.
For Europe as a whole, the hopes will be rewarded by how much more attention the different players put towards creativity and marketing: if they can’t keep up,