Launched in 2004 in London, Dover Street Market (DSM) has gained its popularity worldwide. It is well-known that DSM is labeled as avant-garde and fashionable. This is the first time for the concept store to open a new one which contains not only perfumes but also make-up products. “From avant-garde independent young labels to the most established and classic references, it’s going to be an explosion of scents, sounds and textures”. The brands of parfums will include Comme de Garçons and Gucci, the cosmetic brands will include Byredo, MAC and Thom Browne.
The reason why this concept store could become so successful goes to its choice of parfums and make-ups. For most customers, it might be not affordable to buy a shirt in luxury brand, however, they could choose to buy a parfum to get closer to brand culture. According to Cosmetics Business, in 2018, the total amount of sales has reached 50 million dollars in global parfum market. The issuer of Fragrance of the World told that certain costumers had the preference for niche and hand-made fragrance brand. DSPM is the store that offers niche choices for customers who wanted to try something different.
The parfum market is tightly related to the cosmetics market. The two kinds of products have the sameness that they make costumers feel closer to those high-end brands. Especially the cosmetic products, whose sales are really in need of great visual experience. With the simple design and niche labels, DSPM has the very edge to invite customers to enjoy their purchases. The diversified choices of products in DSPM provide customers with a one-of-a-kind purchase experience.
It is undeniable that the advancement of parfums and cosmetics may have the collision with the development of clothing brand, but the former two products are being the core of luxury brand to attract more and more customers. Knowing from the trend, luxury brands have embraced the profits of the product line of parfums and cosmetics, and they are trying to cater to the picky taste of the audience, like producing niche parfums. DSPM is more like a product of the marketing trend, to some extent, it predicts the future development of the whole luxury market.
Resources:
https://www.elle.com/uk/beauty/a29349428/dover-street-market-dedicated-beauty-store-paris/
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