Leveraging the power of billboards and Kardashian.
Dubai: Nothing builds up instant visibility for a local brand more quickly than splashy billboards across the city and the confirmation that Kim (of Kardashian fame) will be there at the launch event. For the opening of its 20,000 square feet Parfum Monde store -- billed as the world's largest outlet given exclusively over for fragrances -- in Dubai (on Shaikh Zayed Road) next week, the Confident Group is ticking both boxes.
"There will be a soft launch on November 21 and followed by the formal one on 24th, and it's been confirmed Kim will be there to introduce her new perfume line as well," said Dr Roy C.J., Chairman of Confident Group, which is headquartered in the southern Indian city of Bengaluru. This is, incidentally, its first venture into retail, while its core business has been in real estate development and building material supplies.
"We decided to go heavy with outdoor media in the four weeks leading up to the launch to build up anticipation as well as create awareness for Parfum Monde. Following the store opening, we will switch to traditional formats such as print. Fragrance purchases are impulse buys and print stokes that kind of interest. But for that to happen, the store has to be open first."
The venture sure takes up a lot of space, split over a ground plus one storey format. The intention behind a stand-alone property was to turn perfume buying into a "destination shopping" experience. Investments are in the region of Dh25 million to Dh30 million (Dh110.19 million).
All leading brands will be there, as well as those that are more niche. Plus, the promoters have created a aACAyperfume bar' where shoppers can mix their own potions for the fragrance of their choice.
And there are also plans to go the extra distance ... literally. "Gifting is a huge thing in fragrance purchases -- we will make the delivery to the intended party driving up in a Bugatti or a Lamborghini," said Roy. "The intention is to take personalisation of services to a new level."
With such over-the-top services, is the group's intention to have the Parfum Monde outlet as a "loss-leader"? Where the intention is to create as much brand awareness as possible rather than look to the bottom line?
"We don't see the venture as such -- instead we are taking on additional marketing expenses that we hope to recover in the shortest possible time once the brand is firmly established," said Roy.
All of the merchandise will be sourced through the local distribution partners of the brand principals. There will not be any use of grey channels, Roy said.
As to the competition from online channels, "We believe that when it comes to perfumes, shoppers will still want to get a feel of the smell," said Roy. "It will be a product where the live experience will still dominate online purchases, But we do plan to have an online "store" to keep all options available for future shoppers."
Al Nisr Publishing LLC 2014. All rights reserved. Provided by SyndiGate Media Inc. ( Syndigate.info ).
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|Publication:||Gulf News (United Arab Emirates)|
|Date:||Nov 21, 2014|
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