The concept store: Many brands grouped under one concept, one story
"Conecpt stores basically are the modern form of department stores", says Silvia Talmon, "a mixture between department store and boutique." A concept store bundles a lot of different brands with the aim to tell a specific story. This means that knowing the specific target group is especially important here. Only if the retailer knows who his story is directed at can he be sure, that these customers will be interested in it. In many concept stores products like fashion, assecoires, books and food are offered jointly.
As Talmon describes: "The wishes of the target group – may they be luxury or sport orientated – are the core of the story. The store’s appearance is changing constantly, the product range is flexible, exceptional and surprising." This concept works great for stores like "Apropos - The Concept Store" in Cologne which offers "ifestyle goods" like fashion, shoes and cosmetics – simply everything which attracts the interest of a specific group of customers.