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After my visit to the SMETS concept store in Brussels and my definition of the innovation factors belonging to it, I visited Le Dressing.

Le Dressing is a tiny specialized fashion store opened by Issiaka Johnson, a Belgian with Cameroonian and Guinean origins with a taste for fashion.

Issiaka opened Le Dressing last year in Brussels, 7 rue de l’Athénée, with the help of the Guaranty Fund of the Brussels Region.

He offers a selection of mainly clothes in a retail environment which is typical of concept stores: flat surfaces are used to mix products, only one or two sizes per type of cloth are presented. You’ll even find a golden bicycle in the store which will undoubtedly catch your eyes when you get in.

Advice for your business plan

Issiaka proves that you can reach differentiation even with limited budgets. His recipe is based on a mix of taste, innovation and soul that he cleverly was able to value in his business plan to convince investors. Don’t forget however that the success of your marketing strategy and of your startup as a whole is also based on a series of factors you can’t influence. Finding the right location for your store is one of them as we explained in an earlier post.

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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)

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