Printemps, the renowned French department store, has recently launched in Doha Oasis, the premier family recreational and entertainment destination at the heart of Doha, to the delight of many fashion lovers across the country that waited with baited breaths to witness the launch of the luxury department store, with the design overseen by the award-winning design studio Yabu Pushelberg.
Printemps will offer the Qatari market impressive in-store retail experiences, and will create customized services that will no doubt build life-long relationships with its clients, which will in turn ensure customer loyalty.
In an interview with The Peninsula, Thierry Prevost, General Manager for Printemps Doha, expressed immense delight in launching Printemps’ very first department store outside of France in Qatar, stressed the importance of this specific market, and discussed strategies that will assist in delivering services that will appeal to the market’s requirements and sensibilities. “Qatar is an incredibly vital market for us, not only for its people’s undeniable interest in luxury fashion and retail, but also their dedication to continuously seek what’s trendy and timeless. This great duality reflects Printemps nucleus and that was the main culprit in our decision to expand in Qatar.”
Exclusive brands and Customized services
The French department store features about 600 brands, among which 30% are Qatari exclusives. The decision to feature these specific brands in Qatar was not made randomly, it was a product of diligent market research and ongoing discussions with Printemps’ head of buying. “We don’t create in a vacuum, we strategize well in order to deliver services that appeal to our target demographic, and our demographic is highly informed and know precisely what they want and deserve. We wanted our brand selection to reflect our dedication and commitment to them and to elevating their experiences to new heights” stated Prevost. “We have a great understanding of the market and its demands, following a long period of studying it and observing our target demographic’s consumer behavior.” He added.
The French department store has announced a plethora of new in store concepts that will no doubt please its devoted customer base in Qatar, among which is “L’appartement” which will be an exclusive space in the Banyan Tree residences connected to the department store, that will provide extreme privacy to a select few who crave exclusive retail and entertainment experiences and heightened luxury. “L’appartement is a space that will provide our customers with undisrupted privacy and immense exclusivity. The space will host our clients’ atelier appointments, their personal events and much more. This is the height of luxury and Printemps is definitely capable of providing it to our customers.”
Customers in Qatar will also have the chance to set appointments with Printemps’ team of stylists and personal shoppers in Paris while in Doha.
The department store has also announced, that for the very first time in the world, they will be utilizing hologram technology, to transport clients to their headquarters in Paris, and will offer customers and exclusive look at all the latest in fashion before it even arrives in Qatar.
Supporting Local talent and government initiatives
In light of its launch coinciding with the country hosting the FIFA World Cup - Qatar 2022, Printemps shed a light on its efforts to support the country’s globalization strategies, especially in the fashion industry, and that is reflected in its partnership with M7, Qatar’s epicentre for innovation and entrepreneurship in fashion and design, and its mutual mentorship program, ‘The Collective’, a five-month mentorship programme designed by M7 in strategic partnership with Printemps.
‘The Collective’ aims to guide selected Qatar-based established and up-and-coming designers through their creative process while enabling them to have a better understanding of the business of fashion — connecting them with industry experts, offering them one-on-one mentorship and ultimately, preparing them for their entry into the retail market. Following an initial screening process last September, 14 selected participants with categories, comprising womenswear, abayas and kaftans, eveningwear, casual wear, and accessory brands, were invited to introduce their brand and present samples from their latest collection to a jury panel composed of fashion industry experts and retail professionals from M7 and Printemps Doha.
The jury shortlisted seven designers who will receive the exclusive opportunity to showcase their brand and sell their capsule collection in a dedicated M7 x Printemps Doha concept space following a five-month long preparation period which will include workshops and coaching sessions. “This partnership initiative with M7 is a significant one and reflects our commitment at Printemps to engage with and support designers. Our mutual goal is to empower them through mentorship and curated workshops, to encourage their creativity, support their entrepreneurship skills and more importantly, to offer them a dedicated commercial platform and retail visibility where they can showcase their brand at a leading luxury fashion department store. This will provide for the selected designers a great opportunity to meet customers in a dedicated selling space,” said Prevost.
