A Merchandising Masterclass from Le Bon Marché
Unlocking the Secrets of Parisian Retail Excellence
This past April, I returned to Paris after almost 20 years. The trip’s agenda? Celebrate my husband’s birthday, cheer him on as he crushed the marathon, practice my French (while desperately trying not to scream ‘tourist’), rediscover the city’s magic, and, of course, SHOP!
Whenever I have the fortune of traveling internationally, my must-visit destination is always the city's department store—the allure is so much better abroad. London has two of my favorites: Selfridges, known for its innovative windows that give Bergdorf's holiday displays a run for their money—even on a random Tuesday. Then there's Liberty, with its rich history and beautiful fabrics that make you want to reupholster your entire house in its iconic prints. But then I visited Le Bon Marché in Paris, and everything changed.
Le Bon Marché started as a modest shop in 1838, but by 1852, Aristide Boucicaut had transformed it into the first modern department store, introducing fresh ideas that still shape retail today. It quickly became the must-visit spot for Parisian women, offering not just shopping but a lively social scene. Now part of the LVMH family, Le Bon Marché perfectly marries its rich history with a modern luxury experience. If you haven't yet discovered this legendary store, prepare yourself for three invaluable merchandising insights from my observations of Le Bon Marché that any retailer can use to stand out from the crowd—insights that will have you booking your next trip to Paris immediately after reading.
A Bold Approach to Merchandising
Le Bon Marché utilizes a unique merchandising strategy, that is a bold fusion of tradition and innovation. While typical department stores often place a heavy emphasis on basics, leaving only a small fraction for the newest collections, Le Bon Marché throws that strategy out the window. Instead, it shines the spotlight on emerging brands with unique, one-of-a-kind collaborations, complemented by a selection of basics from its classic counterparts. If you’re a buyer, take a page from Le Bon Marché’s merchandising playbook. Consider special collaborations with the brands you offer to set yourself apart from the competition. Focus on a tighter, curated assortment of your tried-and-true classics in-store, while offering a broader selection online to keep the shelves from feeling cluttered and more impactful.
A Canvas of Creativity
At Le Bon Marché, visual merchandising and store layout come together seamlessly to create an immersive shopping experience that invites exploration. Unlike typical department stores, Le Bon Marché arranges products to tell a story, using artistic displays that incorporate color, texture, and height to transform even basic items into special finds.
Rather than showcasing a sea of denim on a rack, take a bold approach like Le Bon Marché and present a curated look—pairing a textured green and black boucle tweed blazer with dark denim trousers and a crisp white button-down. This thoughtful arrangement draws customers in and makes each piece feel special and provides reason to buy the whole outfit all at once.
A Layout Masterpiece
Le Bon Marché’s store layout encourages thoughtful navigation and discovery; it’s a carefully crafted puzzle where visual merchandising syncs beautifully. For instance, the shoe display is a work of art in itself—open, inviting, and a fresh take on presentation where each item truly shines. This strategic arrangement fosters interaction and encourages customers to linger, elevating the overall shopping experience. Le Bon Marché exemplifies how effective visual merchandising and store layout can enhance customer engagement.
When drafting your store plans for visual merchandising and layout, the two concepts should always be in harmony, much like at Le Bon Marché. Consider implementing open floor-to-ceiling racks that draw the eye upward, encouraging customers to explore beyond eye level. This approach not only creates a dynamic visual experience but also showcases a wider variety of products. By creating inviting spaces that promote exploration, you can increase both customer satisfaction and sales.
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Le Bon Marché exemplifies how a unique blend of thoughtful merchandising, creative visual displays, and strategic layout can elevate the shopping experience. By embracing these principles, retailers can inspire customer engagement and create lasting connections with their brands.
To end on a whimsical note, let’s engage in a fun experiment of imagination: if Le Bon Marché were described by our friend, ChatGPT, it might be:
Family Member: Crazy Aunt
A Fruit: A Fig
A Kitchen Appliance: Smeg Retro Toaster
An Animal: Peacock
A Vegetable: An Artichoke
Feel free to create your own in the comments section!
Great insights. A lot of cool examples of how to merchandise!
What a cool shop! Cheers for a wonderful trip! Or Salute, I guess.