Aymeric Faucheux ǀ Director Buying & Merchandising ǀ Fashion & Luxury Retail ǀ Entrepreneurship
WORLD DESIGN SPACE - MACAU
World Design Space was a completely new concept for DFS.
The idea was to attract more Millenials and drive traffic from the Beauty area to the Luxury zone.
The brief was to create an offer attractive to Millenials, affordable (compared to the adjacent luxury zone), dual-gender and with the introduction of a kid's offer.
Two Category Managers (CM) were assigned to lead this project, including myself.
I took care of the store design, the complete men's offer, some of the kid's brands and a couple of women's. The other CM was in charge of the women offer.
The men's selection is mostly made of streetwear brands (e.g. Mostly HEard Rarely Seen, FAMT, Eleven Paris), with a section dedicated to sustainable brands (Raeburn, Dedicated, Fjallraven).
Sales results have been above expectations and year 2 projections were increased by 100%.
MRS MONCLER
During my first ever visit to Macau City Of Dreams (COD) Galleria, I was stroke by the misuse of this giant space a the entrance (click Show More below to view the empty space).
Having seen their previous works, I immediately suggested doing a pop-up with Moncler and that we could expect something spectacular.
It took some time to get the approvals, but the booming sales of the brand, and the need for a Moncler Women offer in COD motivated all the stakeholders.
Moncler came up with an eye-catching 7 meters high structure topped with their new mascot Mrs. Moncler; her first solo appearance worldwide.
This project was run at the same time as the World Design Space and the creation of new RTW Multibrand spaces in the Galleria, all to be ready for the yearly Board of Directors visit. It all ended in a great success.
Giorgio Armani Live Presentation at Qatar Duty Free_oGayFOlB3Ag_360p
GIORGIO ARMANI FASHION SHOW
The idea of a Giorgio Armani Fashion Show inside Hamad International Airport came up during a meeting at the TFWA Fair in Cannes. This event came with many challenges that we didn't anticipate at the time.
However, this World's premiere was an incredible success
The runway was set up from inside to outside the store and the show was filmed and broadcast live online and on the giant screens inside the airport.
Fashion influencers where flown to Doha to take part of the event and enjoyed champagne (alcohol-free), Armani Chocolates, gifts, and Makeup artists, along with local VIPs and selected First-Class passengers.
POP-UPS
Customer experience is key. We all have access to any goods we want from our phone, so we must offer more than products to our potential clients.
This is why I am a strong believer in pop-up areas or pop-up stores.
Pop-ups have multiples benefits:
-They offer newness to the customers
-They allow operators to test new brands and allow brands to prove themselves
-They can provide a sense of place or seasonality to the assortment.
I have always advocated for pop-up areas in my previous positions and would always include one in a new store design. I even was the "pop-up captain" at DFS, managing the 30+ fashion pop-up spaces across the network, with a fill rate above 80%.
MCM - Boulevard Doha Airport
