Printemps inaugurates "Le Market", a multi-brand space dedicated to creative and innovative fashion

Printemps Haussmann inaugurated in September an all-new multi-brand space dedicated to creative and innovative fashion. Known as Le Market, it serves as a trend incubator that gives new meaning to the trend spotter and buyer roles of the department store, by serving a young and connected clientele.

This fall, the Boulevard Haussmann flagship is reasserting the leading position of its three floors dedicated to women’s fashion. On the second floor, devoted to luxury and designer goods, the discerning collection of the Maria Luisa Boutique will renew 70% of its offering this winter, adding exclusive brands and a focus on accessories. The third floor presents a collection of wearable fashion from the biggest names in the sector, while the fourth floor features a mix ‘n’ match of bold trends and avant-garde styles, including a new editorialised concept.

A UNIQUE BLEND OF FASHION AND LIFESTYLE
“Thanks to its central location within Printemps, Le Market functions essentially as a concept store inside a department store,” says Nathalie Lucas-Verdier, Merchandising Director for Women’s Fashion and Accessories. Spanning nearly 300m², the space brings together the designs of 32 French and international brands, including 15 exclusive carries, representing a vast range of styles featuring street and gender-fluid influences to win over millennial fashionistas.

The selection includes leather creations from the Polish brand Chylak, the hybrid and multifaceted style of the Dutch collective Daily Paper, the subversive tone of the Turkish duo behind In The Mood For Love, the creative energy of the influential pair of Dutch friends at Rotate, and The Frankie Shop, the multi-brand sensation that has taken Paris and New York by storm. In addition to this selection of coveted fashion and accessories, the store also stocks books, magazines and design in partnership with WallpaperSTORE*. Staying true to the spirit of novelty and the fresh inspirations that have shaped the store’s DNA, it will swap out a third of its brands every season.

INFLUENCE AND SOCIAL MEDIA
Fitting squarely with the times, the new space was designed with social media as a central director. Most of the brands on display were identified by their online reputation, together totalling nearly 3.5 million followers on Instagram. Moreover, the store’s deliberately arty and eye-catching display invites shoppers to post their hashtagged snapshots captured inside the store. Its central podium also serves as the basis for a fun way to spotlight products through fashion lessons put together through special partnerships with influencers, who play a key role in generating traffic to the store.

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