Here’s a strange thing…a company at the top end of a market, adapting an idea from the bottom end, and making it work.
I’m sure you’re familiar with the concept of the one day sale. A company hire a hall or empty shop unit and hold a one day sale of sports goods, leather goods, jewellery, furniture or something else. These sales almost always operate at the lower end of the market. The key selling point is that this stuff is dirt cheap and it won’t be here tomorrow.
Clemens en August do something remarkably similar, but at the other end of the market. They are a high end Munich based fashion retailer, but their clothes aren’t available in shops or online. Instead, each season they travel to international cities, selling their collections in contemporary art galleries for only three days at a time. This tour system allows the company to cut out the retail margin, and the selling point is very similar – this is very attractively priced, and if you don’t buy today, it won’t be here tomorrow. Exclusivity is added into the mix. The concept has been dubbed ‘clothes on tour’.
It’s an interesting concept isn’t it, and I’m sure it’s something that could be applied to other markets. Remember the key factors – a time-limited opportunity to buy an exclusive product at an attractive price. Here today, but gone tomorrow.