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Transcript of Merchandising Colette
What is a Concept Store ? Introduction 49 employees
Online website Not just a store but a brand
- creation of house perfume
- candels Store concept Mix of fashion, perfume & design, music and edition, photography, beauty & high technologies "Gather in an unique place all the most trendy things of the Fashion Planet" Each product is chosen by Sarah Lerfel It became the best concept store example : fashion & hype
Previews for big brands Creation of exclusivities for example for the release of the previous Ipod The Store 700m2 on 3 floors
Spacious shop windows and displays regrouping goods by category
Each product is unique or in a few quantity
Surcharged aspect is avoid and exclusivity is targeted Water-Bar Restaurant Ground floor First floor 213 Rue Saint-Honoré, 1st arrondissement Warren Azan Kevin Aubrée Romain Traversino Martin Vallet Communication vector Many events & leisures Evasion vector Every product make us dream Attraction / Interest / Notoriety Cultural vector Discs
Books about design, graphism & fashion
Objects from all around the world Sensorial Marketing Auditive Music
Electronic / Hip-Hop / Recent Pop-Rock Olfactory Perfume inside & outside of the store Tactile Most of the products could be touched and/or tried Visual Many paintings & artworks
Bright & white lights refering to modernity aspect Gustative Menu displayed on an IPad at the entrance of the restaurant Tribal Marketing Unique products with high prices so hardly accessible
Ultra fashion & hype symbol
Very famous in the trendy places of Paris & in other worldwide big cities
Feeling of making part of a community
More than 136,000 fans on FB just for a store Original atmosphere
Good value for money
Young and welcoming waiters More than 80 different waters Fashion clothes & new creators
Dedicated to the women
Beauty corner More than 60 events each year Conclusion One of the first concept store