Ayman Nassif, president, BTC (Egypt):
“PR plays an enormous role in proliferation of the brand. A brand boutique creates the brand personality, mystique and emotional values. I think in the short term, sales may decrease in retailers’ shops, that’s why for retailers to remain in competition, they must buy large quantities to maintain their margins and to always have stock like the boutique. The independent retailers benefit from the advertising and PR that the boutiques do for the brand.
- Ayman Nassif
“It can still help to carry a brand that has its own boutique. For example, here in Egypt, we have a Tissot monobrand boutique and next to it our retail shop BTC, which carries Tissot, and in front is another retail shop that carries Tissot as well. We all sell well. “An independent retailer can make offers and discounts on the prices of watches which will attract the customer, or to do some offers or liquidation in order to finish old stock. But in a boutique there are rules that you have to follow.
- Tissot Boutique, Sun Stars Mall, Egypt
“Independent retailers have a lot of choices for customers, but for the boutique if customers don’t find what they want they won’t buy anything. “I believe that big brand watches will only be available in their own boutiques in the future.”
Brand Boutiques - Pros and Cons
Source: Europa Star August - September 2013 Magazine Issue