Type de document : | Travaux étudiant |
Catégorie : | Mémoire |
Titre : | Fashion concept stores: from retailing experience to branding.The case of Colette |
Auteurs : | Martina BOIDI, Auteur |
Promotion : | 2017 |
Format : | 57 p. |
Présentation : | 57 p. |
Langues | Anglais |
Mention : | Très bien |
Mots-clés : |
Nom Commun CONCEPT STORE ; DISTRIBUTION ; MARQUE ; POINT DE VENTENom Propre COLETTE |
Résumé : |
During the last three decades, fashion concept stores have become ‘the new place to be’ for consumers from all over the world and they have established themselves as a strong distribution model in the fashion retail industry. Although the recent democratisation of the concept has somehow led to its vulgarisation, some pioneer addresses are still real milestones of the industry and continue to attract and seduce consumers.
Some of the key examples of such stores, such as Colette in Paris or 10 Corso Como in Milan, demonstrate that the commercial success of these multi-branding retailers give them the status of ‘fashion concept stores de référence’. They have become must-see destinations in themselves. Thanks to their success, they have demonstrated the ability to develop similar skills to those traditionally possessed by fashion brands, such as affirming an accurate creative direction and being able to satisfy more and more demanding clients. After a detailed outline of the full panorama of the common features of ‘fashion concept stores de référence’, this paper will focus on the analysis of the Parisian fashion concept store Colette, identifying its key success factors, its evolution over time as well as the development and durability of its own concept. |
Exemplaires (1)
Cote | Support | Localisation | Section | Disponibilité |
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ME/17/603 | Travaux étudiants | Archives IFM | Travaux étudiants | Exclu du prêt |