Fashion houses are pulling out all stops to tempt customers with special in-store events to see their products in a fresh new light during the global retail crisis. Boutiques are leveraging their store networks and customer databases to boost traffic and stimulates sales, said WWD.
Tactics range from standard trunk shows and giveaways to pop-up shops, art exhibitions, meet and greet a brand's designer and offering limited edition products to break through what executives describe as a psychological barrier to discretionary spending.
Prada recently invited the world's most reputable stylists to revamp its stores in key cities such as London, New York, Milan and Paris. Hermes is expected to open four temporary stores this year to entice new consumers and create an innovative shopping event. A Prada spokesman told WWD: “All these events have an immediate return on the store’s sales but more in general, they contribute in creating and renovating the consumer interest for the brand and its products, a benefit that is tangible in the medium to long term. We’re well aware that the most faithful clientele represents an essential asset to the brand, especially in difficult market conditions.