Example Of Essay On Fashion Real World Of Retailing- Concept Store

A concept store is a type of retail store which does not only focus on normal selling of products but also develops a particular lifestyle. This is enabled by the provision of products that equate the demand of people found in that given social lifestyle. Concept store are therefore aimed at targeting a specific segment of the consumers. For instance, a concept store would be simply targeting people who love high fashion. In this case the concept store would sell products made by top designers only. This would range from clothes, shoes and perfumes by same designers. Conversely, other fashion retailers sell different types of products by different designers. They target a variety of consumers and are not fixed to a given segment of the market.
One particular example of a concept store is Colette concept store in Paris. This concept store exhibits a variety of structural differences compare to the regular fashion retailers. To begin with, the store focuses on a two category style selection. This comprises of first-class street wear together with luxury convenient wears and accessories. This concept store also offers art exhibitions and photography amongst their merchandise. This store is not only limited to clothing line but also has a water bar which provides branded waters originating from all over the world. This water bar also offers a coffee shop menu. Colette store utilizes the internet to promote its podcasts, exercise programs in ColetteGym and particular food events provided by Cooklete. This shows that the design of a concept store is quite distinct compared to the standard retail stores. Due to the fact that the store has a predetermined concept then any design, decoration or merchandise is created to match the concept of that store.