Luxury Brand Economy Effect Essay
Luxury Brand Economy Effect
Monaco is a small country, but well known all over the world. All over the world it is known as a place of luxury. Every year a lot of tourists visit Monaco to have a good vacation visiting casinos, luxury restaurants and off course to do a shopping in a most known, luxury brands. In Monaco you can find a lot of different luxury boutiques for every taste; you can find everything from luxury cars to a luxury clothes and accessories. During the course of Luxury audit services we study a lot about the services in luxury stores.
So our goal was to divide into groups and to do an audit of few stores. Our group was a big enough for such a mission, so we were thinking how to do it in a better way. And once we got a good idea. According to the information we received during the seminar with Guillaume Rose, in Monaco there are a lot of Russian millionaires, and they are always “invited guests” in different places. So we decided to split our group on two smaller groups and to compare the experience received in Gucci store and in Celine which are situated in the heart of Monaco, near the Casino and Hotel de Paris.
I will share with you the Russian experience. I asked my friend, she is from Russia, for some help in this mission. Our story was that we family couple came from Russia for my friend’s wedding and as we already bought a new skirt for my wife we need to buy a new bag, which must be one of the last collections. And the second part of our group was native French with two different scenarios in two stores. As we will see next we received a little bit different experiences. Gucci store audit Firstly we decided to audit one of the most famous brands in the world, Gucci.
At 12. 00 we entered the store. Before entering the store, we noticed that the showcase was clean, with good lighting, but there were no goods exposed. Entering the store, I noticed that the main glass door was all in hand prints and it was just 12. 00. Going to the store and pretending a married couple, we were arguing about the fact that my wife has already a bunch of bags and for what reason she is looking for one new. Staff in the store noticed us at once and ran to the side waving their heads as a greeting.
Only the guard who was near the enter greeted us in a very polite form. We were walking through the shop for 3 minutes and a half and it gives us a good opportunity to study the store. We noticed that the reception area was clean as it is required, but there were not enough light, it gives to the store a much groomed look. And also no music and even no fresh flowers in the store. After 3 minutes and a half we meat a sales person who greeted us and introduced himself as a David. He asked us a few open questions in order to know what we are looking for.
After he listened our story he was interesting in our previous experience with Gucci brand. We pretend that we don’t know anything about Gucci. He told us some information about the brand about its uniqueness and heritage. After that David proposed a few bags, he explained the value of that model and brought all the colors for that model. Also he guaranteed that the model will be in a trend for the next few years. What was not really very good it’s a careless handling of the bag and he put them on one big heap.
And what impressed me very much is that he even don’t show the inner part of the bag, on my opinion it is very important to know how it is inside the bah which you are going to buy for a big amount of money. As I was pretending a husband who is not really happy to buy a new bag, I asked about the discount, and I get an answer in very polite form that there is no discount at all in Gucci store in Monaco. My pretending wife was asking me to buy the bag she liked and I was strong on my opinion.
So a after that dialogue with my wife he proposed to book the bag till the evening for the case if I will change my mind. This was very polite from his side. But he doesn’t accompany us to the door and didn’t offer to giva us a business card and to right down us into the customers database. Totally we spend in the store 26 minutes. So in conclusion I can say that the experience I have received together with my pretending wife was far different from the French experience of my group mates. Celine store audit.
The second we decided to audit was the Celine also situated in the heart of Monaco. Our story was the same, we were looking for a bag which will be good to my “wife’s” new skirt which we have bought for a wedding we are invited here in Monaco. The showcase was very clean with good exposition of some goods. When we entered the store we noticed staff talking together near the cash machine, although all of them greeted us in their store. The area of the class was very clean , there were enough light, giving a good look to the goods represented in the store.
After a minute and 20-30 seconds of waiting we meat a vendor, she was Russian so we were able to speak on our native language. It impressed me very much, so I was ready to buy everything in that store. She was asking a lot of open questions, to get more information about our needs and it was great, because after that she proposed a few models which were facing all our needs. She was very listening, so it helps her to understand our needs. She explained everything about the product, how to clean it and how to use it to leave it in a new condition.
Of course she valued the model and showed a few others and different colors. She knows the material and the price for that bag without looking anywhere. But what upset me she didn’t spoke about the brand, because we don’t know anything about that brand, except that it is a luxury and expensive brand. As the bag we liked the most she proposed to book it till the next day midday, so that we can think about purchasing it. She remains courtesy even in the case of not buying that bag. She put our names in database and proposed her help for any other matters.
She accompanies us to the door and wish a good day for us. We spend in that store 23 minutes and the felling was like we spend there almost an hour, the experience we received in the Celine store was great dispute of some moments. Conclusion As our group was divided for two smaller groups in order to compare different experiences. As Russian group visiting the Gucci store we received almost a great experience. Points to improve, I would recommend to put some products on a showcases, it is needed to clean the entry glass door and if there is such a need to clean it every hour.
They need to put more lights in the store, because it was too dark. Some fresh flowers will do only a good role and some soft music will be very great. And of course some training course for the staff. Celine experience was really great and there is nothing to speak about. I wish them to continue in that way. The experience we received during these audits was one of the greatest. We were participating in the process not just as a customer’s but almost as professionals who can notice almost everything in the store. Thanks to Ozzy Monaco for a great course.
University/College: University of California
Type of paper: Thesis/Dissertation Chapter
Date: 16 February 2017
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