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Jul 14, 2018  

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All the Worlds a Stage: Simon Burstein Talks Shop Floor Theater

“We know that sales hurt the bottom line and set a precedent for the customer. If you know that a shop is going to go on sale in two weeks’ time, then why should we go shopping?”Burstein called for more pricing transparency, and said that brands need to protect local retailers worldwide. “Geopricing is a price structure the brands should be enforcing. The problem is this: If a client can buy a designer product online, from another country, for less than the local retailers are selling it, the chances are they will. And you can be sure that you’ve lost a sale. Brands need to protect the local retailer, and set the parameters for online players by ensuring they respect those prices.”Keeping the shop floor seasonal is also key, Burstein said, adding that he’s introduced two African designers in July, “because it’s summer, it’s boiling hot, and I don’t want fur coats introduced in the shops.”It’s crucial that retailers think about differentiation, bringing in novelty, maximizing opportunities to gain insights and anticipating trends.“I think having a unique product is very important, and we all know the first thing that you look at when you go to a shop is usually the window. Make sure that it’s attractive and grabs people’s attention.” He added that music and lighting are key, too, because “they really create a party ambience.”Spoiling the customer never fails — although Burstein is not keen on discounts. Instead, he added, gifts work a treat. “They say that most people who shop in luxury stores don’t need discounts, they just want to be pampered.

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