Just a few days ago, we’ve noticed the first temporary Hermes location, an outlet store, near famous luxury high street Montenapoleone in Milan. Information from the market reassures us that this is a trend that will continue, with top brands like Hermes, Louis Vuitton and Chanel already having announced that plans for temporary locations are on their way.
This is a new strategy, determined to eliminate stock, explore a new customer base and transform a problem into an opportunity. Each brand sees this strategy in a different way.
For example, Chanel stated that they will only show part of their collection, while the entire line will only be available in the Chanel boutiques.
Louis Vuitton and Yves Saint Laurent are also opening temporary locations, in order to show limited editions or collaborations.
As long as important details are properly managed (like key luxury locations, high levels of customer service, creativity) this strategy could prove useful. Also, the new marketing trend seems to catch on, and with the international crisis still affecting most brands, it also seems to be the right venture, as it creates interest and buzz.
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