Market Discovery ~ Atelier Va Bien
One of the cardinal rules of retail merchandising is the simple fact that a merchant has about 15 seconds to seduce a customer before she or he disappears into the dust. It does not matter if it’s a brick and mortar store, an on line boutique or a brand competing for a buyer’s attention. When I was trained, ions ago, on the Executive Training Squad of the venerable Abraham & Straus, now part of the Macy’s monolith; we referred to this as front t-stand bait. It was usually artful fashion meant to lure the consumer into the department where the key item styles were performing their volume duty. The trick was to maintain balance; just enough eye candy to set the stage without obliterating the markdown budget. The most successful businesses tread this line with great aplomb. It keeps their label fresh without ever compromising the brand’s profile.
When I passed by the Va Bien stand at Curve last week and saw this exquisite bustier strategically displayed in front of their core products, I stopped, dead in my tracks. It was so unexpected, so refreshing and so beautifully rendered, I not only wanted but needed to learn more. Thus, I was told the story of Atelier Va Bien, the company’s new venture into designer underpinnings. Already globally recognized for their special occasion solution foundations, they have integrated their technical expertise in garment construction into an artisanal product assembled with the skills of an Italian atelier. Developed in exclusive fabrics from the supplier of some of the world’s finest designers, this collection is a dreamy floral print on laser cut flowers applied to tulle. Va Bien hasn’t strayed from their roots, but they certainly made a big Impression. The booth was packed.
“Form and Function Should Be One, Joined In a Spiritual Union.”
~ Frank Lloyd Wright
[…] Lingerie Briefs – One of the cardinal rules of retail merchandising is the simple fact that a merchant has about 15 seconds to seduce a customer before she or he disappears into the dust. It does not matter if it’s a brick and mortar store, an on line boutique or a brand competing for a buyer’s attention. When I was trained, ions ago, on the Executive Training Squad of the venerable Abraham & Straus, now part of the Macy’s monolith; we referred to this as front t-stand bait. It was usually artful fashion meant to lure the consumer into the department where the key item styles were performing their volume duty. The trick was to maintain balance; just enough eye candy to set the stage without obliterating the markdown budget. The most successful businesses tread this line with great aplomb. It keeps their label fresh without ever compromising the brand’s profile. Read More […]