A luxury menswear department store.
To completely renew the accessory floor.
We started out by properly assessing market opportunities (studying industry benchmarks and major competitors) before taking a closer look at customer behaviour (foot traffic and consumption metrics) to better understand consumer needs and expectations. We then created a tailored plan for a series of store clusters (for a total of around 20 locations), coming up with dedicated brand portfolios based on such metrics as desirability, image and profitability. After defining a clear vision in terms of sourcing and buying, we put together a strong assortment designed to achieve the commercial goals outlined in our 5-year business plan and to maximise press coverage and visibility as part of a winning communications strategy. We also worked on enhancing customer experience by liaising with the Architecture and Store Planning teams and setting up exclusive services.
The redesigned department resulted in +30% in net sales and +36% of retail margin over a one-year period.
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