- Università: Em Lyon Business School
- Docenti:
Monica Grosso
- Studenti:
Blandine Amadieu - Hela Behlouli - Margaux Chambourdon - Valentine Devillebichot - Alice Duforest -
Jean-Baptiste Hugeron - Hakim SmaÏl - Gaëlle Tanguy
Retail Concept
Perfume & Art Experience is a new concept of hybridization between a perfume boutique and an art gallery. The concept of Perfume & Art Experience is really focused on the unique, amazing, poetic and artistic experience that the clients will be living.The store is physical with the possibility of buying online.
Two kinds of products are sold in store : perfumes & pieces of art which are related to each other. The brand will have its own range of products with an outsourced production. Pieces of art will be standardized and original pieces in collaboration with artists for limited editions.
Market Analysis
Cosmetics & perfumes is a growing market between 2013 and 2018.
Despite the big brands already active on the market there is a potential revenue for a small brand like P&A. Asia Pacific (40% of Market share of cosmetics & perfumes), North America and Western Europe are the most promising markets.
New trends are identified on the market of cosmetics & perfumes and confirm the good positioning of P&A : “indie brands” (new rising small companies that are independent from big luxury & cosmetics corporations), clean beauty, newcomers implement diversification strategies, customization, success of niche brands with more competition.
Offer definition
Perfume & Art Experience is an indie brand, which is part of the clean beauty and which offers a unique client experience thanks to art. The main goal is to offer a sophisticated perfume which can lead to memories such as places.
The brand collaborates with young & local artists to show their work in store (projected on the wall or physically) and for the design of limited edition perfume bottles. The brand also sells related products like candles.
Store characteristics
The first store will be in the center of Paris, to be then extended in other trendy cities like Shanghai, London, New-York or Bali.
The P&A store will be a total immersion for the client. The rooms will be calm and peaceful, sometimes with some music chosen by the artists, every sense will be stimulated. The area in the back of the store will be used as storage and office for the other functions of the brand.
Communication and CRM
Communication is based on four pillars : meaning, travel, perfumery and art. Communication will enlighten the artistic direction the company wishes to take over a period of time.
The main objective is to build our luxury brand image, give information about our products and artists, and increase the number of customers in store thanks to loyalty.
The communication strategy includes both field and digital strategy with three phases : pre-opening, just after opening and long-term.
Concerning the CRM, we estimate initially that each customer will buy an average of one perfume per year. The unit price of our perfumes will be 110 euros, which means that each customer will spend an average of 110 euros per year in our store. Our loyalty program is based on the number of fragrances purchased by the customer. Special rewards are offered according to the level of loyalty (bronze, silver, gold, platinum) : discounts, samples, exclusive events. Discounts are also implemented for birthday months.
We aim to pay special attention to how our customers feel after their purchases. To do so, after each purchase, the customer will receive an email with a satisfaction survey.
Feasibility Analysis
A-Economic Feasibility : Costs & Revenues
B-Risks & Solutions
- Risk : to be unknown as the luxury market is difficult to disrupt.
- Solution : partnerships with retailers, influencers, luxury corporations, digital investments
C-Future vision
- Increase our visibility : collaboration with influencers
- Ensure customer loyalty and propose new products on a regular basis (every 3 months)
- Customization
- International Implementation (especially in Asia)
SWOT Analysis
