Immigration May Stop But Foreign Brands Keep Coming
The exterior of the Chopard mansion that has become the new Lalique store in New York.
The U.S. is the largest and most competitive retail market. Success here brings scale and validation in other markets.
Especially in Asia, many consumers aspire to own products that are made by popular U.S. brands. America is often the great unlock for worldwide success and brand growth.
While many non-U.S. brands have found success here, they're in the minority. For most non-U.S. brands, America is more graveyard than goldmine for their worldwide ambitions. It's a crowded, fast-moving and mercilessly competitive market that's hard to stand out in. It looks a lot easier to succeed here than it really is.
But they keep coming because the promise is so great.
So it is that three French brands have recently opened (or re-designed) new stores on expensive, prime real estate in New York. Each brings a unique approach and takes a different kind of retail gamble.
One is the department store Printemps. Arriving with a big splash and written about extensively (including by me), its reviews are universally positive.
Retail expert, advisor and investor Ken Pilot said about it, 'I can't remember the last time I walked into a store and was blown away.' He loves the displays, the merchandising surprises around every corner and the artful consistency of presentation across brands. As Pilot says, 'art, design and shopping converge seamlessly' in the new Printemps store.
The other new store by a French brand is Lalique, the legendary French tabletop brand renowned for its crystal glass creations and iconic bottles and vases. Lalique was founded in 1888 in Paris by Rene Lalique and today the brand also includes jewelry and fragrances.
The Lalique store is getting a lot less attention than the Printemps store. So let me show it to you.
The outside (pictured above) could not be a more elegant New York entrance. It's a mansion owned by the Chopard family that is now leased to Lalique.
When you enter there's a stairs (or lift if you're disabled). At least when I was there, a person greets you at the top of the stairs.
The entrance to the store.
The rear of the first floor.
First floor main area.
Second floor selling area.
Second floor fragrance area
The new store was inspired by the Lalique bar at the well-known restaurant Daniel where it allowed high-end customers and collectors of Lalique to see the brand in a new way.
James Mun, CEO of Lalique, said previous U.S. Lalique stores were 'very traditional.' But 'we weren't seeing a lot of our collectors and die-hard fans' in the stores and we 'weren't seeing a lot of new next generation' consumers come in either. So Lalique decided to 'revamp the retail experience' to 'educate the next generation of Americans" about Lalique.
The new store is right beside stores of the jewelry brand Graff, luxury brand Hermes and leather brand Goyard. Mun says they hope to attract those high-end customers to the Lalique store.
Mun says the townhouse allows them to show other products including fragrance and interior designs which Mun says is the company's fastest growing segement. He says the store is more of a 'home environment' and they are 'breathing Lalique life into it.'
The Lalique store is gorgeous and it's a pleasure to be in such a beautiful environment.
Mun is right to think about how to integrate their online presence with their store. Consumers want brands to speak with one voice and to shop interchangably between online and physical stores. He's also right to think about attracting younger consumers. If Lalique can't do that, their future is a big question mark.
But when I consider the potential success of the store, it makes me wonder about a few things:
- Will consumers find it? Lalique isn't big enough to have a giant advertising budget and while the Goyard/Hermes/Graff customer base might see it, few other casual passersby will. It can be fun to shop in a beautiful New York mansion but if you don't know it's there it's not worth much.
- What makes retail interesting now? The Printemps store is fun to be in. What makes that true is hard to define exactly and it's a little different for each person. Printemps is offering clothing, footwear, fragrance and beauty but above all, food. Every area of the Printemps store has either a bar or restaurant or some offering where shoppers can sit and be part of the environment.
And it has action. The merchandise is different from what you'll see almost anywhere else and the food keeps the people inside. All those elements make it more likely that a consumer will buy something. Lalique doesn't have that.
Printemps has people that look like you or what you'd like to look like. It feels right as a customer to be in an environment where you feel like you belong. When I was in the Lalique store on a sunny, 70-degree day, there was one other customer on one of the floors. It makes a consumer wonder: why am I alone here? What does everyone else know?
You might say that the private, exclusive, rarefied atmosphere is a key to success in luxury. But Hermes and Chanel do pretty well being on some of the most heavily foot-trafficked streets in New York with tons of traffic in-store.
If the Lalique store is going to do well, it will take time for people to find out it's there; Lalique can't afford a blowout marketing budget. The store has to work.
It will also take adaptation. They're planning events and there's no doubt that will help. But having a store on an expensive piece of real estate that isn't visible to the high-end consumers going by is kinda risky.
If you build a store that looks like someone else's, it's not interesting and consumers don't come back.
That's what's so interesting about the newly redone Longchamp store on Spring Street in Soho in New York.
When you enter, you're looking at what must be one of the most interesting stairs in a public place in New York, here:
Stairs at entryway of Longchamp store in Soho, New York
And the view from the top of the stairs is just as interesting. It makes you want to walk on it.
Top view of the staircase at Longchamp store in Soho, New York
The store is on a busy shopping street with lots of pedestrian traffic, the window is inviting and the store is intriguing. But of course the product and the store experience are what will make it succeed or not and here Longchamp acquits itself well.
Longchamp store shop floor area in Soho, New York
There's no question when you're in the Longchamp store that handbags and small leather goods are the brand's identity, there's no mistaking it. The prices are accessible, you can buy a handbag for well under $200 and it's hard to find one more than $600.
The sales staff is well trained, knowledgeable about the product and helpful without being overbearing. They are also keyed in to comment kindly on something about how you look.
I was not told what the rent is or how much the improvements cost so I can't say if Longchamp is getting a good return on its investment. But the store works and it's both a great showcase for selling and a fun place to be.
I'm not the only one who thinks so. The store is busy and there were many customers even though I was there on a rainy weekday afternoon. There are multiple events and activities going on in the store they'd like to try, like painting photography and refreshments.
All three stores, Printemps, Lalique and Longchamp are unique in their own ways. That's important because consumers don't want more sameness. But uniqueness can be risky because American consumers can be fickle and often don't respond the way non-U.S. consumers do.
If Printemps and Longchamp keep doing what they're doing it appears that their New York stores will be successful. But the Lalique store is less clear. They need to get more people in the store and the path to doing that is difficult and costly. It's one of the most vexing problems in retail: how do you adapt an established brand that works well abroad to what U.S. consumers want now?
If you're successful in your home market, it's easy to believe you'll be successful in the U.S. and that motivates brands to try. But success in America isn't guaranteed by pedigree and it's a big investment to market in the U.S. For foreign brands, the formula requires deep consumer understanding, smart store design and often, a willingness to rehtink legacy.
But it's also a big opportunity. And that's why, no matter what happens with immigration, the scale, status and singular challenge of retail success in America will keep the brands coming.
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
New York Post
28 minutes ago
- New York Post
Here are Gen-Z's unbelievable job requirements, including nap rooms and sabbatical leave: survey
They're Gen-ZZZ. Nearly one in six Americans under the age of 28 won't even consider taking a job unless there's a designated snooze space at the office, a mind-boggling new survey found. 'It's clear Gen-Z isn't shy about voicing what they want from today's workplace, and for many, it goes beyond salary and health insurance,' said Amanda Augustine, a certified professional career coach and resident expert for the resume-building website which polled 1,000 professionals across the country about their must-have perks while evaluating job opportunities. For them, napping on the clock, and other demands 'aren't just nice-to-have extras; they reflect a shifting view around work-life balance and overall well-being,' Augustine added. 3 Nearly one in six Americans aged up to 28 won't even consider taking a job unless there's a designated snooze space at the office, new survey found. Jack Forbes / NY Post Design One in five Gen-Zers — more than any other generation — say a 'fun room,' complete with games like ping pong and other recreational activities, is essential to their work environment, the startling survey results reveal. And one in five wouldn't even consider a position if the company's offices are not pet-friendly, compared to 14% of millennials, aged 29 to 44; 8% of 40- to 65-year-old Gen-Xers and only 4% of Boomers, aged 61 to 79. More Gen-Zers — 33% — expect free snacks and lunches at the workplace, more than any of their older coworkers, the poll found. 3 Overall, paid overtime was revealed as the most in-demand employee perk in America, with 76% of professionals saying it's a must-have. And even if an office is up to snuff, they don't want to show up. A whopping one in three said a four-day workweek is non-negotiable, and one in four expect 'extended' sabbatical leaves 'for personal development or travel.' 3 Napping on the clock is just one of Gen-Zers many demands while evaluating job opportunities. Fxquadro – Younger generations are 'pushing back against the old model of constant hustle and burnout' by valuing flexibility and 'a more enjoyable day-to-day experience,' according to Augustine. 'Companies that dismiss these priorities as frivolous may find it increasingly difficult to attract and retain top talent from this up-and-coming generation of workers,' she warned.
Miami Herald
2 hours ago
- Miami Herald
Home Depot store closing indefinitely after scary incident
Retailers have been fighting an uphill battle over the past several years. Five years ago, Covid hit nearly every retailer hard. Related: Huge retail chain suddenly closing 100s of stores, no bankruptcy The beginning of 2020 brought a series of challenges for which most retailers weren't prepared. Even the oldest or most robust brands weren't anticipating a pandemic that would bring brick-and-mortar commerce to a near-screeching halt. For at least a few weeks, almost every retailer had to scramble to figure out how to stay afloat. Some were better equipped than others. Most every brick-and-mortar retailer was forced to shut down for at least some period of time, while customers stayed away and foot traffic went to zero. This put a lot of strain on e-commerce companies, which suddenly saw a spike in demand for inventory and had to coordinate logistics and shipments across the U.S. as efficiently and quickly as possible. And once the world reopened, many retailers experienced something of a jolt when they had to quickly adapt to a completely changed world. Interest rates rose sharply, making debt, growth, and recovery more expensive. And customer behavior had been changed forever. But some retailers were spared more than others. During Covid, many of us increased our time spent at home or around the house. That meant that many of us looked around and saw the projects we'd been putting off because of a busy schedule. Or maybe we just started to notice things that needed to be done. More closings: Popular local Dairy Queen rival suddenly closing, no bankruptcyAnother big Mexican chain closing down restaurant, no bankruptcyUPS suddenly closing more stores amid chaotic new change, layoffsPopular fast-food burger chain closes all restaurants in key area So when things slowly began opening back up, many Americans were far more likely to go into an open and sprawling big-box retailer like Home Depot than they were to go inside a crowded bar or gym. That meant good business for home improvement retailers. Between 2020-2022, Home Depot brought in record revenue. It added $40 billion in sales (a growth rate that had taken it nine years to achieve previously). And the company continues to fly high; it made its largest-ever acquisition in 2024, buying SRS Distribution for over $18 billion. No matter how high-flying a retailer might be, however, there is always a chance that an unforeseen event can close things down again. Such is the case with a Home Depot store located in Topsham, Maine. Related: Huge troubled retailer closing dozens of stores, laying off 100s The store, which is located near other big-box stores approximately 15 minutes outside of Freeport, Maine, was closed on Monday after a fire broke out in the early morning. Firefighters responded to a call around 4:25 am. The blaze was confined mostly around the cash register section. Officials believe it was caused by a battery that overheated while a radio was in its charging station. Smoke and water left much of the store damaged, and it will be closed until further notice. The Arena Media Brands, LLC THESTREET is a registered trademark of TheStreet, Inc.
Business Insider
2 hours ago
- Business Insider
The hottest status symbols at the Cannes ad confab
Happy Saturday! A 51-year-old woman says she's in the best shape of her life after ditching cardio and getting into strength training. Here's how she did it. On the agenda: A dietitian explains why eating dessert can help you lose more weight and keep it off. A heated debate about location sharing is dividing generations. Creatine is a longevity wonder supplement — and it's not just for gym bros. The new American dream? Buying and renting out vacation homes in Italy. But first: Bonjour de Cannes! This week's dispatch The status symbols CMOs are into More than 15,000 marketing leaders and creatives descended on the French Riviera for this year's Cannes Lions International Festival of Creativity in France. And while the thousands of chief marketing officers traded industry secrets and attended panels and networking events, I spent my time on the lookout for the status symbols they were wearing. You know … the important reporting we all want to know about. Right? Right. After spending six days with this group, I noticed two beloved items over and over again. One wasn't a shocker, while the other was a nice surprise. The first status symbol I noticed as soon as I touched down at the airport in Nice, before trekking the 45 minutes to Cannes, was that most of the marketers had Away luggage. It's not a new hot item, but it's easy to see why the brand is beloved by these busy professionals. They have a sleek, minimalist design. They're quite light, around 7.5 pounds, making it easy to head to Cannes or any other locale, and they have wheels that turn 360 degrees. Another travel item I saw time and again throughout my week in sunny Cannes was Celine sunglasses. The French designer's accessory is the ultimate "if you know, you know" product, as they're not deemed trendy. Instead, because of their quality — premium acetate and gold hardware — the sunnies were a favorite among marketers. During my panel at The FQ Lounge, Jennifer Wilson, the CMO of Lowe's, had also noticed the trend and said she had to pick up a pair, which range in price from $300 to more than $500, before she left France. Just desserts You don't have to cut out sweet treats to eat healthier. Having dessert or other favorite foods can actually help dieters reach weight-loss goals, Tara Schmidt, lead dietitian for the Mayo Clinic diet, told BI. The key is moderation. "Allowing for a balanced way of including your favorite foods, a planned indulgence, really helps people feel less deprived," Schmidt said. See her tips for indulging healthier. Do you want to share your location with me? You're likely to get a different answer depending on who you ask. Sharing your location with friends and family has become a heated debate among generations. BI spoke to people from all age groups to find out why. Gen Z is generally chill about it, with some citing convenience as a reason. Gen X is indifferent, seeing the pros and cons. Millennials, on the other hand, are more divided, with some saying they outright hated it or felt no need for it. To share or not to share. The creatine craze is more than just hype Researchers typically have a healthy mistrust of supplements, but creatine is the rare exception. Evidence is piling up about its positive effects on your body, brain, and longevity. Gym bros love creatine because it helps build muscle, but it's not just for bulking up. Early research suggests it can support hormonal health for both women and men. New research suggests creatine can help with brain performance, too. Plus, it's relatively inexpensive. Il (nuovo) sogno americano The new American dream includes buying and managing property outside your main residence. Italy, which boasts Mediterranean charm, a slower pace of life, and plenty of inexpensive real estate, is a prime target for American buyers. Plus, homeowners can personally enjoy their investments when they're not renting them out. It's a way of combining passive income with a familiar place to stay on vacation. Three Americans shared what it's like. What we're watching this weekend "A Minecraft Movie": One of the biggest movies of the year is now on Max. Travel to the world of Minecraft with Jack Black and Jason Momoa. "Love Me": Kristen Stewart and Steven Yeun prove love is possible even after humanity's extinction in this unique love story, now available on Amazon Prime. "The Gilded Age": Season 3 of the acclaimed show set in 1880s New York City, starring Carrie Coon and Cynthia Nixon, returns on Max. What to shop Work out in style: Whether you're spending weekends on the pickleball court or out running errands, these super cute exercise dresses will keep you comfy and supported. Made-to-measure suits: Our men's style editor knows a thing or two about looking sharp. He tested Suitsupply's custom, made-to-measure suits and got the best fit he's ever experienced. Here's what it's like to order from them, and what to keep in mind. Cloud Couch dupe: We tested a modular sofa from Sundays that's just like Restoration Hardware's famous Cloud Couch, but way less expensive. If you're looking for a comfy couch to sink into, we can't recommend this one enough. More of this week's top reads: I was diagnosed with stage 4 colon cancer at 31 despite being fit and healthy. Doctors brushed off my concerns as pregnancy symptoms. Jason Isaacs reveals the " very low price" the "White Lotus" cast was paid per episode. I spent every summer in Greece as a kid. Here are seven places you should visit that aren't Mykonos or Athens. We moved to rural Oregon to save money. It's been great, but small-town life has its downsides. Ten items from your summer wardrobe to get rid of, according to stylists and designers. I spent a night in a brand-new luxury hotel in Seattle. I wasn't familiar with the chain, but now I'll book it worldwide. McDonald's was ranked the biggest restaurant chain in the US. Here are the other chains that topped the list.
