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Forward
fashion
FOCUSING VERY CLEARLY UPON A NEW STORE DESIGN CONCEPT, PARFOIS IS
FINDING THE KEY TO CUSTOMER RETENTION IS TO GUARANTEE A FRESH AND
Barcelona and Madrid.
“Longer term, our plan is to become
the best accessories brand, wherever
EXCITING RANGE THAT IS REGULARLY UPDATED. INTERNATIONAL BUSINESS we are operating,” explains
DEVELOPMENT MANAGER FILIPE CORREIA TALKS ABOUT THIS AND THE BRAND’S International Business Development
SUSTAINED GROWTH Manager Filipe Correia. “We are looking
at opening a minimum of 30 new
H
aving opened its first store Jordan, UAE, Saudi Arabia, Kuwait, stores per year. Most of the openings
nearly 15 years ago, Oman, Bahrain, Egypt, Angola and will be in markets where we already
Portugal-based fashion Mozambique – and in four of these have stores, in order to increase our
accessory specialist Parfois markets, France, Spain, Portugal and presence, but also through expansion
has excelled in serving early adopters Poland, Parfois has made strong, direct
and followers of fashion with a investment. In all other markets, the
sophisticated and well-designed range. retailer has expanded through a strong
The company currently operates 170 network of franchise partners.
stores in 19 markets – including Most recently, the company opened
France, Spain, Portugal, Romania, a new store in Paris, with further 2009 FILIPE CORREIA
Latvia, Ukraine, Russia, Kazakhstan, openings scheduled in Zagreb,
16 RETAIL & LEISURE INTERNATIONAL NOVEMBER 2009

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in new markets.”
Correia and his team are also at a
very advanced stage in a number of
overseas territories, with a view to
commence, during H1 of 2010 and
they are also in negotiations to start
in four more countries.
“When we start in a new country we
are always looking at prime locations
as a priority,” says Correia, “the key
factors being the amount of traffic,
visibility and fashion retail environment.
Of course all the ‘hard issues’ are also
very important, such as accessibility;
competition environment;
demographics, including population
growth, and the costs involved, namely
premises rent and salaries.”
In Madrid, for example, Parfois has have used all of Barcelona, are responsible for our
two flagship stores on main streets – our resources to accessories style and we believe they
Fuencarral and Goya high streets. provide the best enable us to offer the best fashion for
It is in the top shopping centres and biggest possible money. We have totally revitalised our
and has recently completed an offer on this,” he store concept over the past 18 months
agreement to open on perhaps continues. “At the and the results are excellent in terms of
the most prestigious shopping moment, sales show both image and sales growth, given
street, Preciados, by the end of 2009. an increase of these difficult times for retail.
These very recent investments are demand for hair “Our focus is to offer edgy,
bringing extensive returns in terms of accessories; our fashionable accessories supported by
sales, image and brand awareness for designers and buyers consistent design. On top of this, we
other stores in the Spanish market, due do pay attention to manage to renew the store every week
to a much higher brand visibility. short-term trends and we’re with new styles and change visual
“Our ideal location will always to be updating our displays to merchandising including the shop
in high traffic locations, whether in accommodate a greater offer in windows. Another relevant factor is our
malls or streets and within a the stores.” attention to customer care.”
fashionable retail environment,” Of course in a competitive These have proven to be the key
explains Correia. “This is true for any environment, brand loyalty is becoming factors in encouraging customers to
kind of retail but when you’re selling even more difficult to achieve and return to the store again and again,
accessories it is even more so, because clients are more demanding these knowing they will find new shapes,
customers do not look specifically for days: “You must be able to offer the colours and designs for the price that
it, but they pass by and are tempted. right product in terms of design, they are willing to pay.
The more traffic, the bigger are the material and price at every moment. “The job in hand now is to take
chances to be successfully You just can’t miss it!” says Correia. advantage of the structure of the
accepted by customers.” In a tough trading environment, company and replicate the success that
The company continually adds Parfois has enjoyed very positive we experience in a few markets to
new product lines to its offer, a results with like-for-like sales growing. many others, enabling to continue a
very natural response to its From 2006-2009, total growing is healthy turnover growth,” concludes
permanent concern over almost reaching 60 per cent. Correia. “I would like to invite retail
customer demand. “A Presumably, a strong store design professionals who may be tempted by
good example is that in concept is all the more important? our concept to contact us without
the last 12 months there “In our case it really has been of hesitation, as we are always willing to
has been a great paramount importance,” he says. discuss new ways of doing business
demand on scarves. We “Our design teams, based in Porto and and new partnerships.”
NOVEMBER 2009 RETAIL & LEISURE INTERNATIONAL 17