Is no battery o experts no marketing study

The approach o Christmas, Colette désemplit not. Baited by the ad ent calendar irtual o the website Colette. r, suggesting 24 di erent products day a ter day, ans o the creators o tomorrow, ans o original gi ts, ha e understood that they unearth in the Parisian temple o the "hype" and not elsewhere: sneakers Reebok with reasons o the Basquiat paintings at the time where the Museum o Modern Art dedicates a retrospecti e to American artist; Murakami Japanese igurines, including Giant sculptures currently adorn the rooms o the château de ersailles; exclusi e products or the sixty years o Snoopy, the no elties o the Swaro ski shop, Anya Hindmarch and Beacon Heritage or Barbour special collections... Thirteen years that success continues when most o the "concept stores" quickly bored a ersatile public. "Since the phenomenon o Colette, nothing is as be ore." "And it would be much bold to predict the suite", writes Philippe Combres, editor o the "blast" magazine, the editorial o a special issue this winter at this place so special. And yet the tandem o shock to joysticks, Colette, CEO mother, and Sarah, the daughter o Director General delegate, plays the usual rules o marketing. When they do are not the opposite! What is the secret to their success

An obsolete mark in a neighborhood to wake up

Be dare to christen a shop "trendy" to an already obsolete name in 1997: Colette. But the two co- ounders decided to capitalize on humor, in the blink o an eye, instead as e eryone mark japonisante. Their obser ation Paris is the world capital o ashion and creation, the store o their dreams, a best o the art o li ing on the planet, compiling indings gleaned in London, New York or Tokyo, does not exist. They want to try a "style-design-art- ood experience." The loors below their apartment are deserted in this sleeping corner o the Parisian 1erarrondissement. Ignoring the warnings, the mother and daughter implanting their small business at the corner o rue Saint-Honoré and the street on July 29. The irst is already the experience o the trail, the second, an artistic sense honed with studies at the Ecole du Lou re. The alliance o these sensiti ities gi es a place to capture the 7 to 77 years, both regressi e old grocery where is cracking or 50 cents candies near the und, but also ultra-tendance corner reser ed or ashion articles that can cost up to se eral thousand euros, which is ra e Karl Lager eld or Nicole Kidman. Since its opening, Colette has re olutionized the look o the neighborhood, "bloggers" shops ha e now replaced the businesses o mouth.

Steps to study marketing, the instinct

E en cut short-skirt Corolla-baskets or Colette Rousseaux, who manage the shop and the sta , or Sarah Ler el, shopping and art direction. Is no battery o experts, no marketing study. Lot o work and the lair. Presents se en days a week, the mother be ore any paper that drags, while the girl watches the logs and can as, sur eyed the art airs, criss-crosses the globe or its rare pearls. isionary, Sarah does not sur ing trends it generates them. "Sarah is connected and e en prébranchée", said her Jean Pigozzi, businessman, collector, social photographer. "It retains a childish look, enthusiasm or a cheap gadget or an elitist article" note Guillaume Salmon, entered the ad enture to the extras, today in charge o the communication.

When the amily duo asked its projects, the answer is speechless: speci ic objecti e or guideline step. The e olution, disco ery, are in the DNA o the shop. Colette has the news, in anticipation o the World Cup o ootball as the Salon Maison & object or major parades... Thus, during the iac, the store plays an o beat Damien Hirst, exposing both its Con erse to 100 euros as his no el "Big Lo e" serigraph, co ered with a dust o diamonds, to 12,000 euros, still...

Media discretion which sustains the myth

The mother re uses inter iews and daughter doles. "Our history is one o a team." Nothing like the mystery to create a myth and maintain it. A cle er calculation Apparently not. The priestesses o the Saint-Honoré Street were attend the media microcosm and artistic, they lo e the discretion. "They ha e just ormed a network o loyal journalists with whom they ha e established more healthy relationships that Colette is ad ertiser in any magazine," explained a close. "She", "Le igaro Madame", but also number o oreign titles ollow regularly happening, powered by a "newsletter" monthly bilingual addressed to 60,000 Internet users, including 15,000 journalists. Since 2007, Colette has the honors o "Air rance Magazine", which has sought it or a monthly selection o i e products ound in i e cities, strengthening at the same time its international image. Howe er, "when we started, we knew nobody and nobody knew us," de jure Sarah. "Then we much solicited ia Internet, multiplied the e-mails starting with"in o"and explained our project." E en at present.