New neighborhood, new target, new branding, the Historic brand Chantelle Test your concept in a pop-up store, in this store that we love so much located Rue des Abbesses. With this new location, the brand wants attract a younger and trendy target, and know thewelcoming its new range on the market. In this same approach, Chantelle develops Chantelle X, the collection Daring and fashion tested for the first time in the heart of the Marais at 95 rue Vieille-du-Temple, Paris 3.
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What target and location to come and test the new range of a historic brand?
Detection of the location in accordance with the target target and the desired period.
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Abbesses
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How to expand your customer base and position yourself on a new market?
Promote Chantelle's commitment through a location that offers her full visibility, and a land for acquisition
Old Temple
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It is on Rue des Abbesses, that the historic lingerie brand Chantelle Paris opens the doors of its first Parisian pop-up store, entirely dedicated to the “Chantelle Lab”.
Known for its chic lace, the French lingerie house focuses on its innovative character with a range that is very little represented in its traditional stores: underwear made from ultra-stretchy SoftStretch material, recyclable bras, menstrual panties and corsetry. If the brand wants to highlight femininity with a capital F, it is also an opportunity to attract a younger and trendy target group, and appreciate the reception of its new range on the market.
The Chantelle pop-up store is presented as an inclusive place, where the brand wants to reinvent the codes of femininity. And for the experience to be even more beautiful, we let ourselves be amazed by thework by artist Faustine Badrichani inspired by the feminine silhouette.
You have to go back to 1876 to know the beginnings of the Chantelle brand around which François Auguste Gamichon and the Kretz family are at the origin of a lot ofinnovations in the stockings. It was in 1949 that the Chantelle brand was born and established its reputation with the famous slogan: “Chantelle, the girdle that does not come up”. Subsequently, the brand developed into bras (1960) and other brands of the group were born: Passionata (1988) and Darjeeeling (1995).
Chantelle is part of the eponymous group comprising six brands: Chantelle, Passionata, Chantal Thomass, Femillet, Livera and Darjeeling.
Thanks to its seniority, the brand has gone through the different eras and has evolved women's underwear: corset, tulle girdle, seamless and padded bras to reach this day one-size-fits-all lines and eco-responsible collections.
Today we find Chantelle, in her pop-up store Lab Chantelle, in which she highlights femininity and inclusiveness.
