A shopping experience for young and old – the renowned Berlin Department Store Galeries Lafayette places great emphasis on customer service and event marketing within the children’s department. In addition to international luxury brands such as Armani Junior, Burberry or Gucci, French classics such as Petit Bateau or Bonpoint are also offered. Luna Journal spoke with marketing manager Louisa Baron and head buyer Laure Martel about the changes in stationary retailing and upcoming marketing plans at Galeries Lafayette.

Dear Mrs. Baron, dear Mrs. Martel, with Galeries Layfayette, you’ll be constantly caught between luxury and premium brands. Which criteria play a central role in the selection of brands and collections for the department store?

Louisa Baron and Laure Martel: A brand must have a strong, differentiated identity. It must have or tell a story with which the customer can connect. The history of the brand can be found in the product, in the furniture concept and even in the logo. The brand should also offer a cross-section of accessories and gift ideas. It is particularly important for children to combine functionality with aesthetics: Is the product contemporary? Is it suitable for my child and its age? The same applies to functionality, for example. We also pay a lot of attention to the quality of the materials. We prefer to buy labels with Oeko-tex. Above all, the collections we select must be playful and easy to integrate into our “playfull” concept.

The French brand Bonpoint has recently been added to our range. What factors qualify the brand for its store?

Bonpoint is a French, international luxury brand that has existed for more than 40 years. We chose it because the lifestyle collections express French elegance and wonderful poetry. The outfits are both refined and really comfortable for the kids. The materials are very soft. The brand also presents a care and fragrance collection suitable for the sensitive skin of babies and created by the creator’s sister: Annick Goutal.

Luxury children’s fashion is still a niche theme compared to France. To what extent does Galeries Lafayette take action against this?

Our customers appreciate the Galeries Lafayette because they find here the French spirit, luxury is a recognized aspect of French know-how, but we have also developed very beautiful brands that are more accessible in price, exclusively for the Galeries Lafayette stores such as Cadet Rousselle and Kids Graffiti, which are highly appreciated by our customers, for whom the prices are between 20 and 40 euros.

In the immediate vicinity, you will stand up against luxury houses such as KaDeWe or small kidswear boutiques. How does Galeries Lafayette differentiate itself from its competitors?

KadeWe is geographically far away from the store. We have very different catchment areas. Beyond what we offer, Galeries Lafayette offers a real shopping experience, because we are the only ones who offer both a playground in the middle for children on the ground and a broad and complete range. At Galeries Lafayette, shopping is a fun experience for children and parents alike.

What advantages do you see in stationary retail compared to online retailers?

The stationary retail trade is undergoing change – our great opportunity and our unique selling point is to create the experience “sur place”, as we say. What motivates a customer to leave the couch and shop at the POS? Ultimately, it’s a mixture of what’s on offer AND, above all, the experience – spending a good time is the most important thing, getting inspiration, touching fabrics, getting ideas for looks. We work a lot on experiences through POS events and will continue to focus here in the future. Event marketing is also becoming increasingly important.

What are you planning for the company in terms of children’s fashion in the future?

Events are our main focus in the daily marketing work – be it big shopping nights with 5,000 guests or small brand launches, fragrance presentations, fashion shows etc. In the children’s area we work very regularly with DIY activities, in which the children are mainly involved. Be it Christmas biscuits baking with our gourmet chef in the kids department, Easter egg search, music labs for our fashion festival motto, school cones crafting, etc. The idea is to create a good time with fun for the kids, in which the parents can let themselves be inspired in peace and can carry out their tasks. We also see our house as a family destination.

What are your future plans for the second half of the year?

The focus continues to be on the mix; a product range tailored to our target group with the addition of activation at the POS. During the big “kids’ times” such as summer holidays, back to school, Halloween and Advent, we will again be offering regular free promotions for our youngest customers. We will inform you regularly in our newsletter.


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Link: galerieslafayette.de

Images: Bonpoint SS19 / Louisa of Baron