A brand new beauty convention by LVMH-owned Sephora, to take on BeautyCon, will set up a temporary space for consumers and influencers to interact with brands in a fun atmosphere, which it hopes will spark a social media boom.
Publishers, Beauty of Fashion report, Sephora are organising an event for the retailer’s most dedicated customers to interact with their prized beauty brands. The event will be called Sephoria House Of Beauty, and will take place on October 21st-22nd in LA with installations from over 50 brands for consumers charged between $100 and $500 to explore and shop.
While Sephora cannot confirm which brands will participate in Sephoria, the retailer will likely draw on the many prestige brands in its portfolio, especially the LVMH-owned ones such as Rihanna’s Fenty Beauty. Sephora is joining a multitude of retailers in creating experiences for customers that go beyond shopping in a conventional store. Sephoria will feature a range of set-ups around the "house" theme, including a kitchen where consumers can “play with ingredient-based skincare,” and a laundry room that is the backdrop for cleansers. When it comes to product, Sephoria’s emphasis will be on limited-edition elements such as exclusive colours, packaging design and personalisation, rather than sales. Yeh said the company doesn’t want the event to overlap with the in-store experience.
The goal with Sephoria is to build community and give customers a fun, interactive experience — “lots of juicy experiences that she’s can snap and share and wow her social community with,” said Deborah Yeh, senior vice president of marketing and brand at Sephora. “We’ve been dreaming about something like this for awhile.
Sephora generated between $4.4 billion and $4.9 billion in sales in 2016, according to Coresight Research (LVMH does not break out Sephora's financials).
Adidas expects to close down stores as part of a shift towards selling more goods online.
In an interview with the Financial Times, Kasper Rorsted said "over time, we will have fewer stores but they will be better," adding that over the coming year the number of Adidas stores was expected to contract slightly.
"Our website is the most important store we have in the world."
Adidas, which wants to double its e-commerce sales to €4 billion ($4.91 billion) by 2020 from the €1.6 billion it hit last year, with 2,500 stores globally and 13,000 additional mono-branded franchise stores, the Financial Times have said.
Gucci is introducing a series of global, pop-up stores, designed to create even more reasons for customers to shop across the year. This is especially in regions where luxury brand may not already have a physical outpost. Target destinations over the next year include Chengdu, Sao Paulo, Taipei, Bangkok, Moscow, Mexico City, Dubai and many more across Europe, Latin America, the US, Middle East and Asia Pacific regions.
The Pop-Ups are called “Gucci Pin” and will each be open an average of five weeks. In some cases, shops will open and close over the course of a year in the same city or location, dependent on different occasions. Digital content will play a major role in keeping the customers hooked.
The first shop opened on November 5 in Hong Kong, and will be followed by Fukuoka, Seongnam, Paris and Denver in the first wave of openings throughout the month.
Gucci Chief Executive Marco Bizzarri said that the Gucci Pin stores will allow the brand to reach different consumer segments than it can with its brick and mortar stores. “We are therefore looking at Gucci Pin as a new map for new territories, combining an immersive digital activation to further enhance the physical experience,” he said.
The idea is simple, pop-up shops will feed the growing demand for constant newness, especially among younger consumers buying entry-level price point items plus with Limited edition runs creating a sense of urgency.
This strategy is especially important because Gucci’s sales growth have slowed down this year. The brand saw revenue increase 11 percent on a comparable basis in the third quarter of 2019, compared to 35 percent in the same period the prior year. But Gucci is still on track to reach its goal of €10 billion in annual revenue in the coming years.
The first wave is all about gifts for the holiday season. The second, opening in early 2020, will celebrate the Chinese New Year, later in the year, there will be a “psychedelic” theme, with products designed to reflect the concepts.
Asia is Gucci’s largest and fastest-growing region, so it’s no surprise that many of the first stores to open are in the region.
Looking forward to whats in store for Dubai and the rest of the Middle East.
Nothing but nostalgic magic. At Versace’s SS18 show Donatella Versace walked down with the 90's icons for the finale. The shows collection reinvented Gianni’s iconic prints from the Vogue look to Animalier to Barocco. 2017 marked the 20th anniversary to the gruesome death of Gianni Versace.
Struggling brand Marc Jacobs is shrinking its presence in Europe as other direct to consumer brands expand. While you will still be able to find the brand at multi brand retailers like Selfridges or Harvey Nichols, the brands own store at Mount street will be no more. Business of Fashion sources claim that presently only a handful of store remain throughout the world, a far cry from its glory years.