Marketing, customer satisfaction and loyalty
Satisfied customers will follow you everywhere
Retail: Levita’s levitation of objects in the shop window
Dec13

Retail: Levita’s levitation of objects in the shop window

Always looking for new trends in the retail world, this year we returned to interactive window displays, which are increasingly used by brands to differentiate themselves from their competitors and offer a unique experience to their customers and attract shoppers. Today, two magicians (Clément Kerstenne and Philippe Bougard) put their tricks in-store and create shop windows that levitate objects. Philippe and Clément tell us about...

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Marketing research : purchase drivers of luxury iconic products
Feb04

Marketing research : purchase drivers of luxury iconic products

An interesting piece of marketing research was presented on the last day of the International Marketing Trends conference that took place in Venice from 17 to 19 January 2019. The research was carried out by a team of 4 researchers from INSEEC business school (see reference at the end of this article) and was entitled “Timeless luxury: what drives the purchase of iconic products“. You’ll find the powerpoint slides of...

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Customer experience: this Aesop product is a disaster
Sep19

Customer experience: this Aesop product is a disaster

Aesop is a great brand. I respect it a lot and often cite it in example as far as customer experience, branding and retail strategy are concerned (not mentioning their great store designs). Read also: One Day One Idea : Aesop’s technique to get customers in the store But for once I’m disappointed. Very disappointed. I was having lunch in an upscale restaurant in France during my holiday and was shocked to discover one particular...

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How FP Journe created a niche market without market research
Aug08

How FP Journe created a niche market without market research

Is there any better market research than receiving customer requests for a product that doesn’t exist yet ? I’ve explained in other articles that an alternative way to do market research is to test the traction for an idea directly on the market (provided of course that it remains affordable). I recently stumbled upon an interesting example in the luxury watch sector. François-Paul Journe is an independent watchmaker who...

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Coach finds inspiration in Keith Haring’s work for 2018 campaign
Mar23

Coach finds inspiration in Keith Haring’s work for 2018 campaign

Fashion brand Coach has unveiled its global campaign for Spring 2018 and has been inspired by artist Keith Haring’s work. Their latest products are indeed customized to reflect some of Haring’s iconic illustrations. Keith Haring (1958-1990) was a US artist who became famous with his joyful illustrations. Haring belonged to the artistic movement that popped up in New-York in the 80’s, inspired among others by the graffiti...

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Louis Vuitton’s latest popup store in New-York open until 10 March 18
Mar09

Louis Vuitton’s latest popup store in New-York open until 10 March 18

Vuitton opened a popup store on Greene Street, New-York, on 8 February 2018 to sell a limited collected of sneakers. The popup store, which will remain open until 10 March 2018, is located at the corner of Greene street and Prince street, two of the most fashionable retail streets in New-York. The Vuitton popup store is dedicated to the Archlight sneakers which, at $1090, may be the coolest and most desirable sneakers on earth. Expect...

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Vuitton opens new flagship store on Place Vendôme
Feb23

Vuitton opens new flagship store on Place Vendôme

Louis Vuitton opened in late 2017 a new 1700 sqm flagship store on the corner of rue du Faubourg Saint-Honoré. The facade of the building is adorned with a sunburst installation by Vuitton’s creative director Faye McLeod. The effect at night is simply stunning. Faye McLeod is also the woman behind Vuitton’s window displays, one recurrent theme of this blog (see a few examples of her magnificient work here and there). LVMH...

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Christmas 2017 retail memories : the Chanel store display windows
Jan26

Christmas 2017 retail memories : the Chanel store display windows

On the first week of January I captured in Paris the Christmas remains of some great store windows on and around Place Vendôme. I was especially attracted by the Chanel store which displayed two fabulous windows. They reminded me on the one hand of early collectors’ cabinets that mixed objects from different origins. Look or instance at how Chanel items are put among other objects. The cabinet of curiosities by Domenico Remps...

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Branding : Vuitton collaborates with Jeff Koons for new line of bags and accessories.
May22

Branding : Vuitton collaborates with Jeff Koons for new line of bags and accessories.

In the field of luxury goods, innovation is sometimes lacking. Marketeers spend a lot of money on creative advertising campaigns, innovative stores and display windows (see those examples of Vuitton display windows : here and there), refined interactions with customers and higher service quality. But what about the products themselves ? The most sought after Hermes handbags have remained the same for decades ; the look of Vuitton...

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Moncler’s Christmas store windows in Soho
Nov13

Moncler’s Christmas store windows in Soho

Let’s finish the week with some pictures of the winter windows at Moncler’s store in New York (90 Prince Street). Moncler is one of my favorite brands. It’s been completely rejuvenated from 2003 onwards after Remo Ruffini bought it and is now considered a luxury brand. The windows clearly display the same level of refinements and sophistication as other actors in the luxury segment. Remember for instance the Louis Vuitton store...

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Marcolini creates super nice packaging
May08

Marcolini creates super nice packaging

We missed this wonderful packaging created by Pierre Marcolini … our thanks to Florence Frans (editor of RTBF Trends website) for drawing our attention to it. This very creative packaging was created in collaboration with Kitsuné. Kitsuné means “Fox” in Japanese and this name was chosen in 2002 to launch a clothes brand.   The packaging is extremely qualitative (thick cardboard). The opening of the box creates an interesting...

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Brand image : Hublot store bets on new technologies
Apr15

Brand image : Hublot store bets on new technologies

Innovation is the nexus of retail marketing, especially when it comes to the differentiation of points of sales (POS). Innovation often comes first from the top, i.e. from premium brands which have the money to invest in new technologies. Today we’d like to present you an innovation we spotted in the Hublot store of Place Vendôme, in Paris. Hublot is a watch brand that belongs to the LVMH group and is currently headed by...

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Luxury: shocking bad service and low customer satisfaction
Mar19

Luxury: shocking bad service and low customer satisfaction

Service quality is essential to increase customer satisfaction and loyalty. Personal encounters are crucial to increase the level of service; yet some brands in the luxury sector recruit employees that don’t master the codes of the sector which leads to a complete discrepancy and to dissatisfaction. Here is a true story that just happened to me and that involves Berluti, a brand of the LVMH group, and two other less known brands :...

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One Day One Idea: fun marketing by Pierre Hermé
Jan02

One Day One Idea: fun marketing by Pierre Hermé

If you don’t know Pierre Hermé it means you don’t –really- like chocolate and pastry.   The idea in brief Pastry master Hermé is also an excellent marketer. Look at his latest packaging; pretty funny isn’t it and you just can’t avoid making the comparison with Michel and Augustin.     Advice #1 for your marketing strategy Are you serious … have you ever thought that being too serious can make you boring? Have you ever...

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In the new Louis Vuitton store, penguins are the rising stars
Dec19

In the new Louis Vuitton store, penguins are the rising stars

Louis Vuitton opened on Place Vendome a new store dedicated to jewelry and watches only. Vuitton is known (as previous posts show) for the creativity and efforts put to decorate the stores’ windows. As you will notice from the pictures below, the Vendome store is no exception. The penguins holding the watches give the windows a fresh new and innovating look compared to other neighboring...

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Louis Vuitton feels the presence of Cartier …
Dec10

Louis Vuitton feels the presence of Cartier …

On July 3rd 2012 Vuitton opened its newest store on Place Vendome, dedicated exclusively to jewelry and horology. As reported by the newspaper Le Monde, prices range from €900 to €30m (!) and a 80m² workshop has been created on the first floor.     Although it may be a detail, it seems that several months of renovation did not succeed in wiping out the traces of past owners. As you can see on the picture below the spirit of...

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Product display: Hublot innovates once again
Dec07

Product display: Hublot innovates once again

Hublot is really an innovation champion and it translates not only in the products but also in the way they are displayed. We already reported on in-store techniques that they use (see video) below.       This time their store of Place Vendome got also a display innovation that was visible from the outside. Have a look below … Hublot store window in November in Paris from Into The Minds on...

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A paper-based customer experience: the incredible printing skills of the luxury industry
Nov14

A paper-based customer experience: the incredible printing skills of the luxury industry

As part of our mission to spot marketing trends, we receive a lot of magazines from all sorts of brands. We just received the latest edition of the Blancpain’s magazine called “Lettres du Brassus” which is, once again, a amazing piece of literature and of printing skills. We were literally stunned by the cover of the magazine which depicts the most successful watch of the brand, called the Fifty Fathoms. The Fifty Fathoms is a diver’s...

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Rolls-Royce’s extreme segmentation
Sep17

Rolls-Royce’s extreme segmentation

Sometimes brands can go very far as far as segmentation is concerned. In the luxury business the growth path goes through Asia and in particular therough China. I recently came across a crazy example. Rolls Royce actually prepared a limited edition for the Chinese market only. Nicknamed “Year of the Dragon”, this limited series of the Phantom sold out in 2 months although it was priced at 1m€ each. The red exterior (the...

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Louis Vuitton’s stores’ windows enhanced through multimedia
Jul16

Louis Vuitton’s stores’ windows enhanced through multimedia

We reported already on the trend in retail aiming at enriching stores windows with a touch of “experience”. This new enriched customer experience can take different forms which we could range from passive to active. Let’s start with the example of a passive multimedia enriched experience. After our post on the magnificent window design by Vuitton in May, we found out that this design was aligned at the European levels. The windows we...

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Innovation and customer experience in luxury boutiques
Jun13

Innovation and customer experience in luxury boutiques

We recently carried out a qualitative analysis of luxury boutiques and analyzed the customer experiences provided in the different stores. Although the results are proprietary we were, by and large, disappointed by the experience and service quality provided by the most renewed brands. Non empathetic vendors, lack of knowledge about the products, sales-driven rather than care-driven, level of language (sometimes colloquial) not...

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Anatomy of a packaging: Guerlain’s “La Petite Robe Noire”
Jun05

Anatomy of a packaging: Guerlain’s “La Petite Robe Noire”

No need to repeat it once again; packaging is a pert of customer experience, bit it from an aesthetic viewpoint or from a functional one. Apple for instance masters the functional aspects of the packaging; other brands goes very far to have every tiny aspect of their packagings aligned with their very positioning. Let’s review today Guerlain’s latest perfume (“La Petite Robe Noire”) packaging. In the case of a...

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Jaeger LeCoultre giant watch on Place Vendôme
May18

Jaeger LeCoultre giant watch on Place Vendôme

Jaeger LeCoultre (also known as “JLC” by watches aficionados) is currently renovating its store on Place Vendôme. The store will remain closed for several months (normally until Q3 2012). JLC has opened an (really small) ephemeral store in Rue Saint Honoré to welcome its customers in the meantime. JLC found a very innovative and eye-catching way to inform customers and prospects about the existence of this ephemeral store....

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What is the future of luxury brands in Asia?

Specialized media flood us with figures all the more crazy than the others. Prada plans to open 160 new stores in Asia to support its growth, PPR (Pinaud Printemps Redoute) plans to open 100 new outlets, the Swedish group H & M announced it will enter the luxury segment to counter its rival Zara. “Last but no least” if the industrial future of France seems to be doomed to die (the ratio of industrial value added in GDP...

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Once again a great example of store window by Louis Vuitton
May04

Once again a great example of store window by Louis Vuitton

Sometimes, less is more. I hate crowded stores’ windows, so full of products you can’t grasp what it’s all about. I recently fell in love with the new products display in Louis Vuitton’s store in Brussels. It’s simple, eye-catching, impacting and yet modern and complex enough to cope with Vuitton’s top tier positioning.   Unlike most stores there is only ONE product on display in each window. Unlike most stores there is HOMOGENEITY...

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What should you do if you have too much money: follow Cartier’s example
Apr20

What should you do if you have too much money: follow Cartier’s example

A member of the Richemont group (Van Cleef, Piaget, Montblanc, Lange und Söhne, …), Cartier is already the world’s most famous jewelry brand and Chinese consumers’ overall favorite brand. As you may be aware luxury brands are overperforming all others industries in terms of profitability and have cash in excess. What should you do in such a situation ? Why not producing a three-and-half-minute movie glorifying your brand and playing...

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The most beautiful ways to display products. Part 4: Fendi
Jan16

The most beautiful ways to display products. Part 4: Fendi

You may remember, if you are a loyal reader, of our series on the most beautiful ways to display products in brick-and-mortar sales points. The last post on the subject regarded Lalique. The Christmas time is a renewed opportunity to witness the creativity of marketers and this year the Fendi crew did a really amazing job in their flagship store of Rome. Each showcase was actually a painting in itself. All objects were arranged in a...

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The most beautiful ways to display products part 2: Van Cleef & Arpels
Oct10

The most beautiful ways to display products part 2: Van Cleef & Arpels

When it comes to luxury, companies can go to great lengths to exhibit their products under the best light, especially before Christmas. Have a look at Van Cleef & Arpels’ creativity. I was amazed to see their store in New-York last Christmas. I had never seen (even in Paris) such a creativity to create a universe and a story around their jewels. Time to dream before the...

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Dandoy, a luxury brand ?
Sep19

Dandoy, a luxury brand ?

This is a debate I had a few weeks ago with Bernard Helson, Dandoy’s CEO. Although Bernard said he is not willing to have a top-tier pricing (just have a look at prices in the shops and you’ll notice that they are very reasonable given the low mechanization level of the process and its labor intensiveness). Still, some signs show that Dandoy is perceived as a luxury brand. It recently entered they “Brussels Exclusive Labels” club...

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Guerlain: customer experience in the historic store on Paris’ Champs Elysées

Guerlain just opened a pop-up store on the Champs-Elysées avenue (number 68), next to its historic store. I’ll deal with the pop-up store in a separate post but for the time being let’s see what’s up in the “old” store. The store was re-designed completely by Andrée Putman a few years ago and offers a unique customer experience that deserves a detailed marketing analysis. The ground floor is very classical and cannot be considered...

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Marcolini revisits Magnum ice creams
Jul18

Marcolini revisits Magnum ice creams

Here’s a good evidence of Marcolini’s marketing skills. Not only does he propose top notch products but he also has talent for marketing. See also our other articles on Marcolini’s products. My take: Quality is not enough for a product to succeed. You must add a touch of emotion and marketing and Marcolini’s marketing team is good at...

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We love Dandoy
Jun27

We love Dandoy

We had a meeting last week with Dandoy, one of the most iconic company of Brussels and an international symbol of success for Belgium entrepreneurship. I’m a Dandoy-addict and went to one of their stores last weekend. Back home I realized that their products not only tasted great but we also particularly photogenic. I took some pictures just to realize that one of Dandoy’s cornerstones for success was at my fingertips. Do...

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The example of a well-managed customer experience by Blancpain
May20

The example of a well-managed customer experience by Blancpain

When Jean-Claude Biver took over Blancpain to revamp it, one of the first things he did was to launch the 6 masterpieces, a range of 6 watches (from the most simple to the most complicated) housed in the same case. One of those watches was the moonphase, which combines an annual calendar with the display of the phase of the moon. This is a pretty classical complication which still exists (in a larger case) today in the Blancpain...

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What is the marketing positionning of Blancpain (Swatch group)
May18

What is the marketing positionning of Blancpain (Swatch group)

Blancpain is a famous watch brand owned by the Swatch group which, in my opinion, deserves attention for several reasons. Blancpain is first of all a brand with history; not only an historical tradition of watchmaking that goes back to the 18th century, but also a more recent entrepreneurial history when the brand was revamped by the great Jean-Claude Biver. Blancpain is today the result of a subtle positioning on its 280-year history...

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Lange und Söhne very private customer experience
May16

Lange und Söhne very private customer experience

Brands go sometimes very far to keep customers and make sure they remain loyal. This is true in any industry but even more in the luxury business where loyalty even more impacts profitability than on other businesses. Here’s an example of an incredible customer experience provided by Lange und Söhne, a top-tier watch brand part of the Richemont group. Lange organized the “Lange Connoisseur Akademie” in Singapore...

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Next week will be a “watch industry week”
May15

Next week will be a “watch industry week”

Our next week’s three posts will all be dedicated to the watch industry. Stay tuned for the first of them on Monday, May 16th at 7am CET. We’ll start with Lange und Söhne, a brand belonging to the Richemont Group and will move to Blancpain (Swatch group) for the next two remaining...

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