Filed under: Europe, BMW, Design/Style
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BMW has opened a new “Brand Store” on Avenue George V in Paris, not just as a way to initiate tony walking traffic into the brand, but as a salvo in a “comprehensive programme” of luxury retail warfare. Said company CEO Ian Robertson, “We aim to be the benchmark in automotive retail.”
The 800-square-meter (8,611 square feet) showcase “marks the launch of a new generation of BMW brand stores,” part of a rather ominous and clandestine-sounding pair of initiatives called “Future Retail” and “Strategy Number ONE.” Boiled down for laymen, the aim is obviously to get more people in BMWs by getting to more people in more places.
Mini retail stores will follow, as will more social media engagement, and dealers are getting Apple-esque Product Geniuses to “support customers with in-depth product knowledge.” Scroll down for the press release detailing the retail assault, and check out pictures of the Paris opening - especially the white dresses on the pixies - in the gallery of high-res photos.Continue reading BMW opens a luxury brand store on Avenue George V in Paris
BMW opens a luxury brand store on Avenue George V in Paris originally appeared on Autoblog on Wed, 30 May 2012 07:59:00 EST. Please see our terms for use of feeds.
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