As part of our retail tours, the Lemens & Partners team observed a retail activation at the Etam Haussmann flagship store in Paris.
Visible from dozens of metres away on the street, it’s hard to miss. Etam has transformed its Paris flagship store into a veritable summer retreat with its Summer Club, a kiosk set up overnight, both in the shop window and inside the store.
Blue and white stripes, a customised Fiat 500, a map of the Côte d’Azur stretching from Marseille to Monaco, and a life-size beach hut. You’re not just walking into a shop, you’re setting off for the South.
The Summer Club doesn’t just sell swimwear. It sells the promise of a holiday. And it all begins long before you step inside the shop.
Retail tours have become essential for tracking trends, innovating and drawing inspiration. Lemens & Partners analyses global retail movements through the lens of your strategic challenges, observing what works elsewhere to help shape the retail of tomorrow.
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