Parisian department stores benefit from luxury positioning
Leading Parisian department stores Printemps and Galleries Lafayette embarked on a luxury re-positioning over 5 years ago and the strategy seems to have paid off. Two percent of the customer base of Printemps make up for 18% of overall sales, which is an impressive achievement. It is not only the luxury brand mix but also the personal shopper and private salon services which have been adding to the growing number of top wealthy customers.
Printemps provide complimentary personal shopper services in 5 private salons, while Galleries Lafayette offer a paid personal shopper service in a 400 sqm lounge on its top floor. For both department stores, over 40% of sales are made to foreign customers and the figure is set to grow.
The two department stores in Haussmann Boulevard might implement some additional VIP services which leading Parisian concept store Colette is providing, i.e. on the spot tailoring, lunch and a look book which contains all photos of items purchased.