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Winter-Summer

The best way to identify the latest marketing trends is to pick a women’s magazine and thumb through its pages. That way, readers recently learned that the French parka and down jacket specialist Pyrenex was hosted for the winter (from October to early March) by two Havaianas stores in Paris and Cagnes-sur-Mer… Winter for summer, or an uncommon synergy for both brands to adapt to the market depending on the season and maximize their sales. If the partnership rolls along, a selection of Pyrenex stores should sell the Brazilian flip-flops in the middle of next year…

We had already mentioned 86 Champs-Elysees, a concept store gathering luxury pastry maker Pierre Hermé and beauty products maker L’Occitane en Provence. In Biarritz, some well-informed observers discovered a real-estate agency selling the hiking shoes of a new brand established in the South-West of France, Le Soulor. Parisians can buy the handmade shoes in a bookshop in the 19th arrondissement because the company can’t afford to open retail stores yet. Those who like wandering in the Fnac of rue de Rennes, in Paris, are already used to find Uniqlo in the basement. We all know a pop-up shop setting up in an unlikely place and we have all seen unexpected geographical partnerships, highlighting the current desire of brands to be catchy. It is little to say that stores have the fidgets. Selling another brand’s products for a season seems to be the latest innovation. The benefits go beyond the mere economic logic. By showing up where they are not expected, brands take their clients by surprise, throwing them off balance. They definitely stand out.

Far from disappearing with the growth of e-business, retail seems stronger and more inventive than ever…

So What ?

Brands need to see themselves as omni-brands : available everywhere in all possible formats and for varying durations. Pop-up shops are just one expression...

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