New Bottega Veneta concept store in Los Angeles
Italian label Bottega Veneta opened a new boutique in Los Angeles that highlights the brand’s evolution by shifting the focus to individual products in a simplified environment.
The new store puts more emphasis on product displays to help customers focus on the items. Revamping stores to cater directly to customers’ wants and needs help create brand enthusiasts and reach new customers.
“A new store that looks different from any other Bottega Veneta store, merchandised with specific products catered to the specific Los Angeles consumer, will be a reason in itself to experience the brand in a fresh new way,” said Rony Zeidan, president and creative director of RO New York.
“Newness in a store environment is key to draw in existing and new customers, and Los Angeles is a city that is all about the hottest new thing,” he said.
Mr. Zeidan is not affiliated with Bottega Veneta, but agreed to comment as an industry expert.
Bottega Veneta declined to comment directly. It is part of luxury conglomerate Kering’s portfolio of fashion, apparel and accessories brands.
Fresh start
The new boutique on Melrose Place in West Hollywood, CA, opened July 17 with an event hosted by Margaret Russell, editor in chief of Architectural Digest.
The label has also recently opened two new stores in New York and aims to incorporate the local neighborhood atmosphere into its boutiques.
The 2,727-square-foot Los Angeles store has an ivy-covered façade, white frosted glass, white painted steel and white lacquered wood to give the boutique an art-gallery feel.
Also, the store contains curated selections of home products, leather goods, ready-to-wear, shoes, jewelry, gifts and fragrances. The design of the store helps to highlights individual products.
New store
Furthermore, the brand has been posting images of the new boutique on its social media accounts. The brand dedicated an entire photo album on Facebook to the new boutique.
Tweet
Bottega Veneta is likely to gain more consumers in the Los Angeles area by tailoring its new store specifically for these consumers.
“Luxury has shifted tremendously in the past five years from accessibility to refined luxury that is specific and focused,” Mr. Zeidan said.
“I am confident we will see more luxury brands tailor store environments on a case-by-case basis offering different design vignettes that give consumers more of a reason to visit their stores globally,” he said.
In addition, the city-specific store is likely to stand out from other retailers in the area.
“The world of retail is starting to feel a bit like a sea of sameness,” said Paula Rosenblum, managing partner at RSR Research, Miami, FL. “By creating unique locations, at least the consumer might be surprised and delighted.
“Having stores that reflect the brand’s individuality will enhance the customer experience,” she said.
Out with the old
Bottega Veneta has recently given its brand a digital facelift as well.
For instance, the label is aiming for a boost in ecommerce through a revamped Web site that offers large product images in a simplified layout.
The label is promoting the site through social media by using the hashtag #DiscoverTheNextChapter. Fashion marketers should make sure that their Web sites are constantly updated to promote ecommerce and remain relevant to consumers (see story).
In addition, Kering launched global ecommerce options for six of its luxury brands, including Bottega Veneta, to make the in-store and online experience seamless for its customers.
This ecommerce upgrade comes as part of the partnership with Italian Internet retailer Yoox Group. Bottega Veneta, Alexander McQueen, Balenciaga, Saint Laurent Paris, Sergio Rossi and Stella McCartney are now using Yoox’s technology to simplify the shopping experience for consumers (see story).
Constantly revamping the customer experience, both online and in-store, will help keep consumers intrigued.
“Big luxury establishments can sustain a life span of 10 to 12 years,” Mr. Zeidan said.
“More experimental luxury brands are well suited for a five-year changeout, and younger brands should innovate constantly to attract the attention of shoppers, following more concept-store philosophies,” he said.
Final take
Erin Shea, editorial assistant on Luxury Daily, New York