New neighborhood, new target, new branding, the historic brand Chantelle is testing its concept in a pop-up store, in this boutique that we love so much located on rue des Abbesses . With this new location, the brand hopes to attract a younger and trendier target , and to see how its new range is received on the market . In this same approach, Chantelle is developing Chantelle X , the bold and fashionable collection tested for the first time in the heart of the Marais at 95 rue Vieille du Temple, Paris 3.
.webp)
.png)
Which target group and which location should be used to test the new range of a long-established brand?
Detection of the location in line with the target and the desired period.
.webp)
.webp)
Abbesses
-min.png)
How to expand your customer base and position yourself in a new market?
Promote Chantelle's commitment through a location that offers it full visibility and an acquisition area
Old Woman of the Temple
.png)
.png)
.webp)
On rue des Abbesses, historic lingerie brand Chantelle Paris is opening the doors of its first Parisian pop-up store, dedicated entirely to the "Chantelle Lab".
Known for its chic lace, the French lingerie house is emphasising its innovative character with a range that is rarely represented in its traditional boutiques: underwear in ultra-stretch SoftStretch, recyclable bras, menstrual panties and corsetry. While the brand's aim is to highlight femininity with a capital F, it is also an opportunity to appeal to a younger, trendier target group, and to appreciate the market acceptance of its new range.
The Chantelle pop-up store is an inclusive space where the brand wants to reinvent the codes of femininity. And to make the experience even more beautiful, we'll be marvelling at the work of artist Faustine Badrichani, inspired by the female silhouette.
The beginnings of the Chantelle brand date back to 1876, when François Auguste Gamichon and the Kretz family were responsible for many innovations in hosiery. It was in 1949 that the Chantelle brand was born and established its reputation with the famous slogan: "Chantelle, the sheath that doesn't ride up". The brand then expanded into bras (1960) and other brands in the group were born: Passionata (1988) and Darjeeeling (1995).
Chantelle is part of the eponymous group of six brands: Chantelle, Passionata, Chantal Thomass, Femilet, Livera and Darjeeling.
The brand's long history has seen it evolve through the ages, taking women's underwear from corsets, tulle girdles, seamless bras and cup bras to one-size-fits-all lines and eco-responsible collections.
Today we're back with Chantelle, in its Lab Chantelle pop-up store, highlighting femininity and inclusivity.
.webp)
