Today’s shops must be able to do more than simply sell clothes, telephones or appliances – a brand – a promise – an identity. More and more Producers are becoming retailers. In the truest sense of the word the showroom is becoming part of the brand name development, of the marketing strategy, of the product positioning. The store is the embodiment of the company culture. There is no better place to communicate a vision – to make a vision understood. Each element is itself a message to the customer – it creates feelings, relationships. And in an ever-growing world of brand names the most important thing is, as always, the personal touch.
