Summary
Surfing on cross of multiple consumer trends, Résonances was launched in 2000 as a life-styled retail chain selling authentic/traditional household items. Early 2002, the six stores are still unprofitable. A new owner-manager takes over and gives himself 18 months to turn the company around and instill more “magics” in the stores.
Teaching objectives
• Illustrate the opportunities but also the challenges that life-styled retail concepts are facing.
• Reflect upon the business viability of a product-based life-styled retail concept… and the associated difficulty of finding “emblematic”/”symbolic” products.
Keywords
- Retailing
- Life-styled marketing
- Entrepreneurship
- Niche marketing
- Concept store
- Family business. AR2002
- AR0203
- RD1102
