All the beautiful people were there at the grand opening of Cara & Co’s Concept Store in Sydney. And so was Pure’s newest model digital radio. In a departure from the standard marketing methods for digital radio, Pure last week teamed up with a new high-end concept store to reach an untapped segment of the well-healed female consumer market. “Gadgets sold in specialised [electronics] stores appeal only to the nerds. Gadgets sold in a concept store first of all appeal to women, they feel sexy, they look sexy, they deserve the treatment they get in our shop,“ a Cara & Co spokesperson explained to radioinfo.
While female consumers may never venture into an electronics store and feel comfortable enough to quiz the sales people about the pros and cons of digital radio, they are more likely to be enticed seeing a digital radio in a more friendly store setting, such as Cara & Co.
The store researches and buys the most cutting edge items in fashion, food and lifestyle. In addition to international labels, vintage pieces, selective perfumery and high-end jewellery are a range of gadgets, all of which are hand picked with a keen eye for originality and function. Pure’s Sirocco 550, and the Evoke Mio, decorated by famous designer Oria Kiely, were the only two radios in the store’s ecclectic collection.
Alongside the radios were a pair of diamond studded ear buds, and in an adjacent display case was a $3000 gold plated mobile phone.
Cara&Co spokespeople Rosa Alpert and Alexey Oleshov told radioinfo about the store and how the digital radios fit into the overall picture.
What is a concept store and how is your store different from others in this up market category?
In late 1990s some European retail traders developed the idea of tailoring a shop towards a lifestyle theme, in the form of ‘concept stores.’ These specialised in cross-selling without using separate departments.
One of the first concept stores was 10 Corso Como in Milan, Italy followed by Colette in Paris and Quartier 206 in Berlin, followed by Dover Street Market (London), Merci Paris, Cara&Co Moscow and now Sydney.
Cara&Co is very different to all of those above. First of all, Cara&Co sells a no logos fashion-only philosophy. The concept of Cara&Co (Cara&Concepts) is No Logos Fashion Only. It’s all about the freedom of self expression.
Cara&Co is for people who don’t wear logos in order to fit within social norms. It is a mecca for trendsetters, but not the place to find the trends because trends are not real fashion, but a bit after it.
Secondly, Cara&Co appeals to all senses of human existence – sight (the beauty of the clothes and interior), hearing (the music), taste (restaurant), smell (perfumes), touch (a combination of sight and taste). We also help to develop the 6th sense, the sense of style.
Who is the target market?
The target market is everybody who has taste for good things in life, who don’t need logos to enhance their personalities, who let go of formal attitude to clothes, food and style.
What will people experience when they visit your store?
We hope not shock, we hope our visitors will feel at home and at ease thanks to the interior and shop personnel. We hope every visit will give new emotion, new satisfaction for one or more of their senses, a new point to think about.
How do digital radios, gold phones, diamond ear buds, French bike helmets and other such specialist items enhance what the store has to offer its customers?
Gadgets sold in a specialised stores appeal only to the nerds. Gadgets sold in a concept store first of all appeal to women – they feel sexy, they look sexy, they deserve the treatment they get in our shop. People love to express themselves and feel free in a different ways. Cara&Co tries to give them this opportunity.
Cara&Co launched in Sydney with an event for 300+ VIPs. The store “brings together intellectual fashion, art, high-tech, food and music to create an edgy, inspiring environment, the likes of which Sydney has never before experienced.”
Built by the team behind Cara&Co in Moscow (dubbed “one of the best boutiques in the world” by the Wall Street Journal), the store is located in the new luxury precinct within Westfield Sydney and is built around a central philosophy of discreet luxury. “No logos, fashion only”. Cara&Co also includes a restaurant serving Flemish fine dining, from a menu prepared by Belgian chef Dave De Belder.
The grand opening centered on a runway show featuring five of Cara&Co’s top labels, with some of Australia’s hottest models walking down the runway. Cara&Co guests enjoyed sipping on Veuve Clicquot and sampling unique Flemish canapés.
Cara&Co is located on level 4 of the new Westfield Sydney shopping centre, Shop 4001, Level 4, 188 Pitt Street Sydney.