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Retail : Moynat adds a touch of humor to its windows

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Moynat is part of the LVMH group and we are regularly amazed by the creativity they put in their retail strategy.

Recently we went to Paris to see what was new and found that their newest windows were worth a post on this blog.

The two windows of their store were divided into 5 little scenes; each of them told a funny story around one bag of their newest collection. Our favorite story remains the one accompanying the luggage with cut-out words and letters coming out of it: “police search after a theft of a hundred thousand billions of poems at the French Academy”. This one is definitely inspired by surrealism and would have delighted Breton, Magritte and their colleagues.

 

Our take

Once again a wonderful example of how traditional retail can innovate and create a bond and a customer experience with people outside the store. We will not repeat enough that attracting and keeping customers will increasingly depend on retailers’ capacity to differentiate and offer an enriching environment. This can be done inside the store but also outside. You should try to communicate with pedestrians by designing your windows accordingly. You may want to look at the many different examples we gave over the years (Van Cleef and Arpels, the Penguins of Louis Vuitton, Converse in Berlin, the Dinosaurs of Vuitton)

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Author: Pierre-Nicolas Schwab

Pierre-Nicolas est Docteur en Marketing et dirige l'agence d'études de marché IntoTheMinds. Ses domaines de prédilection sont le BigData l'e-commerce, le commerce de proximité, l'HoReCa et la logistique. Il est également chercheur en marketing à l'Université Libre de Bruxelles et sert de coach et formateur à plusieurs organisations et institutions publiques. Il peut être contacté par email, Linkedin ou par téléphone (+32 486 42 79 42)

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