Choupette® renovates retail concept
Choupette®, a Russian brand of clothes for children, has presented their new retail concept. The first mono-brand shop of Choupette® was opened in the city of Kazan on the 1st of December.
The format has changed due to an active growth of the brand: the product range has been enlarged and the age line-up, too. After multiple requests from the customers of Choupette®, the size range has grown up to 152 cm in 2018.
The main changes included some increase in the shops’ floor space and new sales equipment which allows forming sets of clothes and demonstrating how the articles match each other.
A styled carrousel, a large-scale art object, is placed in the central part of the shop of the new format. This reminds the customers of the old concept where a styled carrousel was the magnet as well. The interior design now not only helps demonstrate the product range, but also becomes more selling.
Initially Choupette® started its business by opening shops for little children up to 3 years of age. New the tween (children from 8 to 12) became the target group of Choupette®
The marketing research of the target group of the brand customers showed that sales in the retail stores were 63% bigger than online sales because it is necessary for the customers to check the quality of goods personally. The brand follows the customers attentively and Choupette® annually carries out the analysis of its product range and enlarges it. For example, Choupette® manufactured membrane footwear and thermal underwear for new born babies for autumn-winter 2018/19.