A new area, a new target, a new branding: the historic brand Chantelle is testing its concept in a pop-up shop, in this boutique that we love so much, located on rue des Abbesses. Traditionally located in the heart of St Germain des Prés, the brand known for its chic lace is emphasising its innovative character with a range that is rarely represented in its traditional boutiques. In the heart of Abbesses, the brand is hoping to appeal to a younger, trendier target, and to see how its new range is received by the market.
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Which target group and which location should be used to test the new range of a long-established brand?
Detection of the location in line with the target and the desired period.
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Abbesses
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Comment élargir sa clientèle et se positionner sur un nouveau marché ?
Valoriser l’engagement de Chantelle à travers une localisation qui lui offre une pleine visibilité, et un terrain d’acquisition
Vieille du Temple
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On rue des Abbesses, historic lingerie brand Chantelle Paris is opening the doors of its first Parisian pop-up store, dedicated entirely to the "Chantelle Lab".
Known for its chic lace, the French lingerie house is emphasising its innovative character with a range that is rarely represented in its traditional boutiques: underwear in ultra-stretch SoftStretch, recyclable bras, menstrual panties and corsetry. While the brand's aim is to highlight femininity with a capital F, it is also an opportunity to appeal to a younger, trendier target group, and to appreciate the market acceptance of its new range.
The Chantelle pop-up store is an inclusive space where the brand wants to reinvent the codes of femininity. And to make the experience even more beautiful, we'll be marvelling at the work of artist Faustine Badrichani, inspired by the female silhouette.
The beginnings of the Chantelle brand date back to 1876, when François Auguste Gamichon and the Kretz family were responsible for many innovations in hosiery. It was in 1949 that the Chantelle brand was born and established its reputation with the famous slogan: "Chantelle, the sheath that doesn't ride up". The brand then expanded into bras (1960) and other brands in the group were born: Passionata (1988) and Darjeeeling (1995).
Chantelle is part of the eponymous group of six brands: Chantelle, Passionata, Chantal Thomass, Femilet, Livera and Darjeeling.
The brand's long history has seen it evolve through the ages, taking women's underwear from corsets, tulle girdles, seamless bras and cup bras to one-size-fits-all lines and eco-responsible collections.
Today we're back with Chantelle, in its Lab Chantelle pop-up store, highlighting femininity and inclusivity.
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