Soi Paris, a brand that showcases quirky prints and beautiful fabrics, was set up by two sisters, Julia & Aurélie. One is creative, designing the prints, and the other is business, looking after the brand's roll-out.
We worked with the brand at every stage of the physical roll-out, from the first pop-up store to their first permanent boutique. Over the course of the different experiences, the concept, the journey and the interactions have evolved across all the channels.
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Comment véhiculer son ADN pour son premier pop-up ?
Help in choosing the best location, based on the target population, the brand's business model and the cost/location ratio.
Setting up the concept in-store and gathering customer feedback to refine the concept.
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What would be the best neighbourhood for a future retail roll-out?
Equipping all points of sale to compare performance and the overall impact on the brand of each location.
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What brand concept for this first permanent shop?
How can the in-store experience be better integrated into the customer journey?
For this first POC, we worked with Soi on embodying the brand and setting up an omnichannel customer journey.
To get the point of sale talking more effectively, a system was set up to collect and process data more efficiently. The ultimate goal: to improve the brand's omnichannel performance.
Vieille du Temple
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« We worked closely with Nestore right up to the opening of our first shop. Of all the pop-ups we've done, the shop at 36 rue Etienne Marcel is the best location in Paris! » (translated from French)
Aurélie Boutboul, co-founder at Soi Paris
In April 2016, Julia and Aurélie created Soi Paris, a ready-to-wear brand for women. Soi Paris is all about colourful, patterned clothes in beautiful fabrics. Each piece tells a story: all the prints are hand-drawn, painted or edited from photos. The label uses exclusively natural fabrics, and silk is obviously one of their best practices.
Soi Paris began with several pop-up stores, which enabled the brand to test and learn from its first experiences in physical stores. The first pop-up store was based on the choice of location according to the target, then the second on integrating performance measurement tools to gain initial insights into the customer journey. The brand now has two permanent locations: rue vieille du Temple (3rd) and rue de Sèvres (6th).
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