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Article | February 3, 2010
Sephora masters the store-as-brand concept
From specialty products with sleek packaging and personality to its store-within-a-store concept, this retailer develops close relationships with its loyal customer base.
What makes some stores a magnet for drawing shoppers who linger while others seem to attract shoppers who get only what they need and exit the store quickly? Retailers that have a knack for enticing shoppers to spend more time wandering up and down their aisles understand one important thing: It’s more than just the products sold on its shelves. The store itself is the brand. Visit a Sephora store to see a great example of the store-as-brand strategy in action. But first, check out what the 468 Retail and Channel Management Blog has to say about Sephora. It’s a department store format with a specialty store feel. Each brand has its own store within a store, and shoppers can select from more than 250 brands of cosmetics. The selection includes BORBA, a beauty brand that integrates natural technology in beverages and confections. This well-packaged brand is representative of the health and wellness selections that can be found on Sephora’s shelves and which make the stores a shopper destination. What also makes the store-as-brand concept appealing for consumer? Lots of personality and exclusivity. Check out the multiple personalities of cosmetic gift sets created for Sephora by Paris-based Bourjois. The packaging is eye-popping.
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