Earn money by answering our surveys

Register now!
Marketing, customer satisfaction and loyalty
Satisfied customers will follow you everywhere

At Smalto, clothes are works of Art

Earn up to 50€ by participating in one of our paid market research.

Register now!

Here’s another example of the Devil being in the detail.

In the never ending quest to differentiation some brands are trying to elevate the consumers’ perception of their offering by playing on the store’s attribute. Look for instance at this example found at the Francesco Smalto boutique located Rue François 1er in Paris.

Luxury is defined by marketing scholars as a category of products where the price is de-correlated of the utilitarian function. In other words, the price you are paying is far higher than most other products fulfilling the same needs. Art is another category of “product” where this absence of correlation can be noticed; the utilitarian value of a work of Art is indeed very subjective and the prices vary greatly.

To blur the frontiers between luxury and Art, Smalto is displaying its product in painting frames. This has been used already many times in other stores but the originality of this Smalto store is that the frame are actually outside the store.

Tags: ,

Author: Pierre-Nicolas Schwab

Dr. Pierre-Nicolas Schwab is the founder of IntoTheMinds. He specializes in e-commerce, retail and logistics. He is also a research fellow in the marketing department of the Free University of Brussels and acts as a coach for several startups and public organizations. He holds a PhD in Marketing, a MBA in Finance, and a MSc in Chemistry. He can be contacted by email, Linkedin or by phone (+32 486 42 79 42)

Share This Post On

Submit a Comment

Your email address will not be published. Required fields are marked *