‘MERCHANDISING’: PRACTISED IN EVERY FIELD THESE DAYS, THIS IS THE ART OF STAGING PRODUCTS WHILE BALANCING THE EFFICIENCY OBJECTIVES OF BUSINESS, AESTHETICS, IMAGE AND BRANDING!
If all of these elements seem difficult to link together, many tools now allow you to anticipate the future behavior of consumers. Be guided by what the experts have to say.
SIL / If you had to describe Lingerie boutiques in France and abroad, how would you summarise then in terms of interior layout and furnishings?
JC.D. Flagship store or concession? Small or large store? Brand embodiment or sales area? Traditional or modern style? These are the dilemmas that face every merchandising operator everyday.
By thinking in a «customer centric» way, also taking into account the role of the sales assistants, new perspectives are often opened up: What experience can you offer the customer? Can trying on be made easier? Is finding your size in store an ordeal or fun? How can hosiery be enhanced? Are the fabrics and patterns highlighted?
Can promotions and sales be attractive without altering the style and structure of the point of sale?
Lingerie is a unique category, ranging from comfort through to ultra seduction. The merchandising opportunities are vast, even with the most demanding
SIL / What makes the Salon International de Lingerie an important place of communication for you?
JC.D. This lingerie event is an amazing playing field! Market trends, networking and canvassing are the hallmarks of this event. The biggest players in the market go there, so taking part is essential in order to be seen and, with a bit of luck, this will result in a meeting. Capitalising on the event’s marketing means we can share customer bases to reach out to more people, in other words, all the trade fair’s visitors.
JEAN-CHARLES DEMAILLAT, Consultancy Director Centdegrés