Novels will make a broader place in sport

What do you do next weekend If it is to make shopping with family or friends, marks Avenue factory stores offering will perhaps be fly. They found a new way to propose a small detour by homes in allying tourism stakeholders. Leader of the concept of France, marks Avenue imagined packages in common with the tourist offices combining tourism commercial, cultural and gastronomic. With the city of Troyes, he even organized a treasure hunt from the historic heart of the "champagne Cork" to the aisles of the shopping centre. And for Saint-Denis, mark dock puts forward the visit of the Basilica or the France stage. The motor coach tour operators and travel agencies were also at their disposal a "package" 4 seasons common to the four tourist offices to offer four different programming opportunities in the year.

With the major transhumance of summer ahead, want to register in the leisure of citizens allows marks Avenue back to shopping enthusiasts a good reason to travel hundreds of kilometres to the shops when most of them now have a few cables already spoilt for choice. "Fifteen years ago, when we are born, the client should opt for the stock of Alesia Street marks in the 14th arrondissement of Paris, or pay a high price the Faubourg-Saint-Honoré Street." She was delighted to find the previous collection 30 cheaper and readily agreed to rummage through boxes. "Today, competition is everywhere, Zara to Internet sites, hence the idea to propose another racing experience in a quality environment", says Alain Salzman, the founder of marks Avenue.

Since its first plant Center, leader has been to build an attractive concept quite luxurious, since the choice of these marks, until the careful architecture. The centre of novels, originally a former mounted police barracks, has been redesigned by architect Jean-Michel Vilmotte. That of Troyes, the oldest, has been reviewed this year by the Agency Saguez & partner. Lavender bordered fairways or pots of buis, large canopy, playground for children, plays each of the six centres on relaxation. In total, 400 brands coexist, classics to the most trends, with profile of the customer rather young novels, mixed in Calais and Troyes. This summer, one located near Cholet, in the Séguinière, will expand its child mode Pole on the road to the Poitou-Charentes holidays. Novels will make a broader place in sport. In Troyes, he will engage in the decoration of the House.

The destocking circuit allows to preserve their values and marks, with 5 to 6 collections a year, to sell their unsold without that they end up in off-price market. Left to find the right balance between the Act of undressing Paul (mark in the city) for dressing stone (clearance store). "For the claw, this enables often forge a relationship with of new consumers, rather young, who the day where they will have the means will buy it price fort", view Emeline Prioult, Director marketing and communication of brands Avenue.

The locomotive, fame

Emeline Prioult made its weapons in the competitor the Valley-Village, marne-la - Vallée, which she managed the budget to the Agency DDB. With bloated offer equipment of the person, she realized that customers need an explanation on the concept. "Always remember that we collect beautiful marks, 30-50 cheaper every year, because the side factory store still gives the image of low clothing", she says. The young woman was able to convince its 250 signs to communicate on their behalf, because "customers did not know if they would find Prada or Pimkie. So with permanent promotions Naf Naf or Kookai, must be able to attract the client with other arguments as a single discount.

The Alchemy of the offer, however, is not so obvious: avoid too luxurious brand. Thus the claw La Perla didn't in Calais. Conversely, Zadig & Voltaire takes the accession of the visitors. And with the versatility that characterized the mode, ensure permanently paste in the news by proposing names in the wind, as counter of cotton makes its entry in Wharf of trademarks or Lafuma arriving soon at Troyes. "Ten years ago, those who came to buy were attracted by the aspect factory store and retrieval. "Today, the locomotive is clearly Fame" explains Emeline Prioult. Where its "Beautiful brands Stock" slogan and a label indicating "100 good business" but also the idea to floor the students of Esmod in press for the women's press, by proposing silhouettes dress clothing selected in the collections offered by the centres.

The iconic image of marks Avenue, Emeline Prioult has not chosen him among the models in flesh and bones but did draw as a featured comic on his Vespa of colorful packages, hair (Brown and not blond!) to the wind. In short, an image tend and sexy to give a new breath held concept often a little old-fashioned.

A crowd of small land invitations privilege in the "Petit Futé" guide and distributed in the line of cars waiting to embark for Calais, chronic radio as micro-trottoirs inserted into the regional independent radios stalls or still common to all claws business operations should also permit an increase in the average basket. Because the young woman is monitoring its return on investment as the milk on the fire: stores contribute annually 49-56 euros per square metre to feed the budget communication and marketing for each site included between 3,000 and 7,000 square metres.

But the approach of balances, marks Avenue will be quiet some time... History does not give traditional trade still a little worried of unfair competition, the stick to beat. "All of destocking in France circuit again less than represents 2 of textile consumption", said Alain Salzman.

With 70 discount for balances, it is not necessary to Marshall customer who comes alone and sometimes even as early as dawn to position itself in the parking lot.