A concept both marketing and commercial
As often when it comes to creativity and marketing, Americans are the kings of the subject. One of the most amazing concept stores : the Oprah Store in Chicago. The theme: the darling products of Oprah Winfrey, the best known TV presenter in the United States.
If this example is somewhat drawn by the hair, the concept store can be defined as sport, fashion, lingerie, deco, the objective is to gather (and sell) in the same place different brands grouped according to a universe ... often of the trend.
Because it is mainly that which attracts a clientele generally pointed (and with high purchasing power): exclusivity and the air of time. For brands it is also a way to share their values while giving a modern image via a selection of quality products .
And the concept store in France?
In Paris, the first concept store to open its doors was L'Eclaireur (now 5 boutiques) in 1980. Precursor, this rather elitist concept store has founded its reputation on its ability to find the best fashion trends and decoration of the four corners of the world. Then in 1997, the famous Colette was established. A name that quickly attracted the trendy of the capital and tourists. Since then, his power of attraction has never weakened. Weeks as weekends (and whatever the sound level), this store on 3 levels of the street Saint Honoré never fell.
Today the concept stores are multiplying, even Karl Lagerfeld and the BNP have theirs!
Why buzze
The concept store is a pure marketing product. Everything is thought out, from A to Z to please those who push their doors. From the decoration to the holding of the vendors through the logo, the music broadcast (forgiveness, the soundtrack!), The shape of the bags (in recyclable paper, please ...) everything is staged to make the a unique and convivial place in order to stimulate the purchase. And between clothes hangers and design shelves are often hidden a few surprises: a Bar at Eaux by Colette , a tea room at L'Eclaireur , the organic restaurant at Bonpoint and Merci or a space manicure and digiponcture at Micha Concept Store .
What about a pop-up store?
Simply the English name and trendy to talk about a shop ephemeral . The opening of a pop-up store is often linked to the launch of a new product or to the marketing of a limited and event series. The famous capsule collections .
There are pop-up stores in all areas:
- makeup : Make up For Ever had opened a makeup pop-up store in the summer of 2011 in Saint Tropez,
- food : the collective Les Fromage de Suisse often renews the exercise in Paris in the middle of winter
- mode: at the autumn 2013 Petit Bateau attracted mothers and children in their ephemeral space .
