How can you help shoppers feel less guilty when shopping for luxury? One of the hottest new stores in Paris, Merci, is fusing fashion with philanthropy. The store's light, loft-like space is as trendy as any other concept store, and stocks brands such as Stella McCartney, special versions of Annick Goutal perfume, flowers and used books.
The ‘guilt-free’ difference is that all profits, after operating costs are paid, go to children's charities. Last month, Merci (founded by Marie-France Cohen as a way of giving back after selling luxury children's clothing label, Bonpoint) opened a temporary one-month shop in New York with help from Gap.The charity aspect may give consumers another reason to visit the store, Ms. Cohen says, although she believes ‘a consumer who’s tempted by an item goes back to being just a consumer.’
More and more companies are homing in on the ‘guilt-free’ aspects of environmentally safe products, and are even trying to do their bit to reduce waste and – interestingly – overconsumption. Last year, upscale Swedish clothing brand, Filippa K, opened a secondhand store in Stockholm that sells its own used clothes for at least 50% off.
Ref. http://online.wsj.com/article/SB10001424052748704597704574487342734060448.html?mod=WSJ_hpp_sections_lifestyle
Greg Taylor
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