Master in Strategy and Creative Brand Management – UPF-BSM Learn to conceptualize a brand and define its creative and communication strategy .ACL Direct Promo · We know about Relationship Marketing. We are experts in loyalty and incentives · We like to create unique experiences Until department stores appeared in the 19th century, the way they were sold and the way they connected with consumers were different. The department stores, with their birth in Paris and London, invented modern retail and many of the elements that marked the marketing strategy during the decades that followed.
It is almost inevitable to speak of the novel El Paraíso de las Damas , by the French realist writer Émile Zola, when this topisc France Phone Number List analyzed. Zola, with his meticulous compilation of real details about Parisian department stores, left a perfect text to write the history of modern retail and marketing. Octave Mouret, the fictional entrepreneur, creates a gigantic, bright store with bright and eye-catching windows. And, in addition, it refines brand image, market strategy and customer experience. Royal department stores were pioneers in letting the product be seen, in walking around the store without a clear purchase objective, or in creating immersive experiences (Selfridges had a library). In Spain, for example, they were key to starting modern consumption .
Department stores shaped how it was consumed for decades, although recent consumer and social changes have had a very negative effect on them. Like shopping malls, products of the second half of the 20th century, department stores have entered into crisis during the 21st century. Its story is one of the rise and fall of a mode of consumption , with a fall in sales and a slowdown in its role vis-à-vis the consumer. And if in recent years they have been in crisis, the coronavirus pandemic, confinement and the economic crisis that all this is expected to generate could be the final push in the decline of department stores. In some markets, it is already taken for granted that this will be the last of the blows in the resistance of department stores to the future of consumption.” The department store, which had already been falling slowly for a long time, not really overcome this , ” he explained to The New York Times Mark A. Cohen, director of retail research at Columbia University’s Business School. Cohen is clear that the department store business model has reached its final phase and that “very few” will survive the coronavirus crisis.
They started from a difficult situation As you recall in the Times analysis , based on what has happened to the American giants in this market, department stores were already in a difficult situation, sold to vulture funds, reducing staff and in bankruptcy. The coronavirus crisis is the final blow and it is expected that Neiman Marcus Group, the best positioned chain, enters the contest throughout this week. The American media is clear that it will not be the last to do so. Even those who have tried to reinvent themselves have not been able to cover lost sales with this new scenario. Macy’s, the quintessential American giant, has already made it clear that after two weeks closed they have lost most of their sales.