Soi Paris, a brand which puts forth quirky prints and beautiful fabrics, was created by two sisters, Julia & Aurélie. One of them, on the creative side, draws the prints while the other, on the business side, deals with the development of the brand.
We worked with the brand alongside every step of the physical launch, from the first pop-up store to the creation of their first permanent store. According to various experiences, the concept, the journey and the interactions have evolved on every channel.
How is it possible to communicate one’s DNA for one’s first pop-up?
To help choose the best location, based on the targeted population, the brand’s business model and the ratio cost/locations.
To set up the in-store concept and collect customer feedback to be able to refine the concept.
What would be the best neighborhood for a future launch?
To equip all of the points of sales to compare performance and the global impact of each location on the brand.
What brand concept should they create for this first permanent shop?
How is it possible to integrate in-store experience in the customer journey?
For this first POC, to work with Soi on the incarnation of the brand and the set up of an omnichannel customer journey. To make the point of sale speak in a better way, set up a system to better collect and treat data. The final objective: to improve the omnichannel performance of the brand.
« We worked a lot with Nestore until we opened our first store. Among all the pop-ups we did, the store located at 36 rue Etienne Marcel was the very best location in Paris! »
Aurélie Boutboul, co-founder of Soi Paris
In April 2016, Julia and Aurélie created Soi Paris, a ready-to-wear brand for women. Soi Paris, it is colourful clothes, with patterns and woven into beautiful fabrics. Every piece tells a story: all the prints are hand-made, by drawing, by painting or by making assortments using pictures. The label uses fabrics exclusively made of natural textiles and, obviously, silk is among their best practices.
Soi Paris had several pop up stores at first, which allowed the brand to test and learn from its first physical experiences. The first pop up store was created based on the choice of the location according to the target, then, the second one based on the integration of tools to measure performance, so that they could have first lessons concerning the customer journey. Today, the brand owns two permanent locations: rue vieille du Temple (3rd arrondissement) and rue de Sèvres (6th arrondissement).