Es constantly needs new tricks to lure people into the stores. Especially since last year, when they were suddenly no longer allowed to go into the shops, many have been getting used to shopping online. It’s convenient, practical, and often less expensive. According to the German Retail Association (HDE), the online share in the “Fashion & Accessories” segment is already almost 40 percent. For some time now, experience shopping has been a big topic for retailers with companies that are older than the Internet. If the purchase costs time and money, it has to be worthwhile in some other way. The shopping trip should therefore become an event, for which those responsible only have to provide the customer with more than a few clothes rails, changing rooms and a glass of water.
At the same time, it has to be something that you can’t get online. For example: a piercing! You can’t get a nostril or ear pierced online, but recently in department stores like Breuninger in Stuttgart and Nuremberg, in Hamburg’s Alsterhaus and also in KaDeWe in Berlin. Glambou makes it possible. This is, of all things, an online marketplace for jewelry. But even from there, the way back to the real world is not entirely unattractive. Venerable institution meets, so to speak, a brand with a start-up character that is hoping for a larger clientele.
Julie de Cuyper knows a lot about costume jewelery and is the creative director of Glambou. She explains it like this: “The world is changing, people are looking for emotional experiences.” A piercing is undoubtedly one of these. Getting an ear pierced should be high on the list of emotional experiences, a must for the bucket list. It is now available from 99 euros – in a department store. Personal advice and follow-up care, two further impossibilities on the Internet, are included. A small piece of jewelry for the new hole is also included in the price. It couldn’t be more analogous.
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