La tigre aveugle: a luxury concept store hidden from everyone

Retail Concept

Le Tigre Aveugle is based on the story of the speakeasies in 1920s’ America, we’ve created a boutique which purpose is to provide luxury unique creations from genuine creators during a short period of 1 to 2 month. After that, the boutique switch from one place to another. By existing in the dark, we are creating a specific community, limited in number, only for members.

Market Analysis

Our project is part of the general trends occurring in the Luxury Apparel Market. This sector knows long-term growth over the years. In 2019, it represented 23% of the global luxury sales and generated around 39.3 billion dollars. Its distribution is made through online (10%) or physical channels, and these can be own-brands stores or multi-brands stores. The offline channel is very important: people buy products as well as experiences in stores. Each year, many Boutiques open in Paris, with a growing number of “concept stores”.

As customers want to build relationships with brands and are constantly looking for new experiences, our competition is very high:

• Direct competitors: luxury or accessible luxury fashion concept stores
• Indirect competitors: physical places where customers can find multiple luxury brands,online places, luxury fashion brands boutiques, famous brands pop up stores.

Offer definition

The concept is to present a very exclusive experience We think of as Christmas experience. Indeed, people for the big opening in the city without knowing what would display and sold the storyline the new store. Moreover, share their in-store experiences as they would share the present, they had Christmas, with excitement. To push the experience to its best, we need a very exclusive selection of products that will help us to storytelling. According to the theme selected, we select exclusive, luxurious and prestigious yet unknown designers to sell in our store. Our sourcing strategy is based on the availability of the product we sell. In order to create a real added value for the final customer, as well as for the designers, we need to select mostly brands that are not already available in physical stores. A communication tool for them, we expect them.

Store Design

As our concept is aimed at a hand-picked clientele, and holders of our Tigre Aveugle membership card, we need to create an intimate and extremely exclusive atmosphere. To achieve this, we have therefore decided to organize the sales in high-class locations, which will be rented for the occasion. The question therefore arises: how to transform a place that is not intended for sales into a place where every customer has an exceptional experience? To do this, we will use the available furniture, to which we will add our furniture (designer racks, minimalist decoration, big mirrors, shelves). Like a minimalist, luxurious and ephemeral Pop- Up Store, we want to bring to life the pieces that will be sold there. It is for these reasons that we must make the place a memorable place, where each customer comes to live a new, unknown, surprising experience. All this atmosphere is created by the choice lighting, presentation shelves, displays for accessories, hangers, mirrors, mannequins. Moreover, we want to transcend this and mix products by colors, all brands combined.

When you come to a Tigre Aveugle sale, you let yourself be guided by the products, proposals and creative ideas that we bring to you.

The brand mission of Le Tigre Aveugle is to make the customers feel very special through a unique experience of secret stores. Le Tigre Aveugle promotes a conception of luxury that is ephemeral, mysterious, and imaginative. Therefore, its values are about creativity, curiosity, fantasy, loyalty but also uniqueness and exclusiveness.

One of our retail concepts is to radically change the global atmosphere of each new store. Each store will be a travel into a new world, a new story. For the first store, we will focus on a futuristic theme that we will express through a creative decoration and specific products.

To promote this first store, we will launch a communication campaign to ensure the traffic in our store, sell products, increase subscriptions and gain in notoriety. To achieve this, we will focus on three key drivers: social networks, press and events. First, our website will be one of our main communication channels. The customers could find out information about our concept, our previous projects, the brands we work with and order their membership card. All

this content will be posted on our Instagram account and we will partner with key fashion influencers to build a strong sense of community. Regarding our press relationships, we will invite fashion journalists to attend to our opening events and be the first to discover our stores. Press ads in Vogue, L’Officiel, Numéro, will also be planned. Finally, to promote each new store and get the attention of the media and of potential customers, we will host “grand opening” events. Ideally organized during the fashion week, fashion influencers, celebrities and journalists will be invited.

CRM program

For additional services we are willing to provide free repair services for our customers to fit them perfectly. To facilitate their time in the Boutique we will provide drink services. A strong relationship between our boutiques and our customers might be created which will lead to additional values and transform our boutique to another level (from a boutique to a club where we know our customers deeply).

The membership is to stand out from other brands. It works in two ways : local and global. With this, we create a strong feeling of affiliation. Through this feeling, we are creating a community. The interest will be the same as private clubs : create links between people keen on luxury products, sharing ideas and values, and maybe finding opportunities. Our members will then be our best brand ambassadors.

Feasibility

After assessing multiple costs and selling prices for the first three years that are both realistic and coherent with our identity, Le Tigre Aveugle is viable. The majority of our revenues comes from membership and a 10% margin on the items we sell. World and City Club Cards’ owners can buy in the stores but also have access to services such as attending showrooms, participating in annual auctions, booking the store for a private use or buying the store’sfurniture. Those extras involve additional costs for the customer that allow us to spend a little more in a deeper and greater customer experience.

Le Tigre Aveugle’s financial tables include the costs of rent, salaries, marketing and IT. Even if all those costs happen to become profitable along the years, we count on the help of an initial loan to launch the first year with all the prestige needed. When observing the tables, we can identify three different kinds of years evolving along with our strategy : the launching year, the profit year and the expanding year. Thus, we’re quite confident in the future.