Back

Commonplaces

What brand doesn’t have a real home for its customers? For a couple of years, the website Go French Yourself has made regular inroads into the real world, in the form of a Home that could be inhabited by any of its readers. Last December, in New York City, Chanel opened its Coco Club in partnership with the very exclusive women’s club The Wing, in order to let the club’s members take a break from the city rush. Last Fall, the prêt-à-porter brand Morgan opened its Apartment, doubtlessly inspired by Sézane’s, to have their clients over and spoil them. Morgan might not be the most selective brand on the marketplace but their move is nevertheless very indicative of the trend. This equals to recognizing that stores don’t know how to really take care of their customers… Breal, another brand of the group Beaumanoir, opened its Villa – an apartment actually – in the very chic 8th arrondissement of the French capital. It’s a matter of standard, but the spirit is the same.

As for men, they may prefer the garagconcept more than the villa or the apartment. That’s what the people at Merci Alfred (Go French Yourself’s brother) thought when they decided to have their readers meet. A garage is certainly a place where everyone would be happy to meet buddies and have drinks or talk about the latest Calvin Klein collection. We are already familiar with the local garage or the garage where the future kings of the world came up with the start-up that was going to change their lives… Now comes the garage as a place where young boho meet. 

Contrary to what might be believed, this trend of brands turning into homes is everything but the latest communication fad. On the opposite, it shows that they want to bring their relationship with their consumers to another level. They no longer want to look as a transaction place, but be considered as a place where customers experience discoveries. They want to consider every one of them as a “friend” and offer a psychological climate where one can relax and feel like at home.

After the time of shops, of flagships, of concept-stores and pop-up stores, here comes the time of places. A vague concept, rather hold-all but always dominated by some closeness and friendliness. Who would complain?

So What ?

So the answer of the “real” business to the virtual world is to offer customers the opportunity to make a break from stress, crowds and haste.

Contact us

You may also like