Discover so ...
Mattel: opening in March 2009 Flagship of the doll "Barbie"
But why a Flagship dedicated to this little doll?
rather see a quick summary of business conditions from the stern of the giant Mattel Barbie ...
A short history of the Barbie doll commercial: 50 years and sold in over 150 countries around the world, it entered the Chinese business 7 years ago and now on sale in various shops (supermarkets, shops toy ...) dan splus than 200 Chinese cities.
is why Mattel chose a Chinese city, and especially the city of Shanghai to establish its Flagship store: the window of Barbie in the world.
The Flagship store dedicated to the Mattel Barbie doll is ...
A store with an area of 3200 square meters on six floors, designed and built in the spirit "Barbie" ... recalling the magical world of this doll and magical ...
atmosphere, colors and services ...
To highlight the 50 years of this legendary doll, everything is pink and pink, with touches of black and white store displays include both the famous dolls and accessories for girls and their moms.
this space also provides additional services to the little girl's dream: a beauty spa, makeup and nail salon, coffee bar and restaurant.
The Flagship , boost consumption and présentantion brand, all defined by a business strategy: " conquer the Chinese consumer who has always sought to realize the dream of the American woman and whose beard was a very strong symbol ".
a permanently open window on the world of consumption.
We know that the Chinese have a special attraction for marks in all categories (mainly European and American).
That is how Mattel has had the good idea to customize Barbies in the dressing with most major brands (Chanel, Adidas ...), thus dream girls and Chinese (directly or indirectly) to condition the consumer society has already each day.
Let us keep an eye on this concept a very interesting point of view " Visual Merchandising " and see how it will evolve in the future.
Above all, do not forget the competition that observes and adapts each new concept and prospective developing in Europe but especially in countries in expansion as China or Japan.
So Let's See ...
http://www.radio86.co.uk/china-insight/from-chinese-media/10187/barbie-means-business
