A few weeks after the launch of the 7th Heaven, Printemps Haussmann’s dedicated space for circularity, we had the opportunity to conduct a joint interview with Karen Vernet, General Manager of the Printemps Group, and Anne Merveilleux, Director of Women’s Fashion Sales at Printemps Haussmann. We delved deeper into the concept of the 7th Heaven and how it represents a shift in the positioning of Printemps.
The concept of the 7th Heaven is rooted in Printemps’ eco-responsible approach. Over the past five years, the company has implemented various sustainable projects such as more environmentally friendly deliveries and waste valorization. Building on these achievements, Printemps decided to create the label “United towards responsible beauty” and established the 7th Heaven, a space dedicated to circular offerings. This unique floor combines new eco-responsible brands with vintage luxury items, making sustainability accessible to all customers. Each product within the space is meticulously examined, valued, and showcased by passionate connoisseurs. This reflects the central notion of transmission present in both luxury houses and sustainable development.
Looking ahead to 2021, Printemps continues to stay true to its purpose while adapting to the changing times. The company strives to anticipate market trends instead of merely following them. Printemps has a history of defying predictions, such as when it opened a Men’s section despite studies suggesting there was no market for it. By staying true to their convictions, Printemps aims to lead the way in sustainable development.
The target audience of the 7th Heaven is diverse and inclusive, catering to all age groups and interests. Printemps’ eclectic selection of products, ranging from fashion for men, women, and children to interior decoration, reflects the store’s rich history and wide appeal. The 7th Heaven has become a destination in itself, attracting fashion enthusiasts in search of specific items, as well as those looking for more affordable options.
Interestingly, the 7th Heaven has resonated strongly with young people, particularly the Gen Z demographic, who have been heavily impacted by the Covid-19 crisis. These individuals show a heightened sensitivity towards sustainable development and are passionate about conscious consumption, upcycling, and recycling. Their constant search for meaning and desire to make a positive impact for the future aligns perfectly with the ethos of the 7th Heaven.
As for the positioning of Galeries Lafayette in relation to the 7th Heaven, healthy competition has always been present on Rue Haussmann. The post-Covid period has further highlighted the importance of circularity and sustainable development, prompting Printemps to address these issues at this opportune moment. Leveraging the store’s architectural heritage, the 7th Heaven is situated on the iconic Silver Bridge, which has hosted numerous fashion shows since the 1920s. This historical backdrop adds an extra layer of significance to the space dedicated to luxury vintage and designers. Printemps emphasizes the importance of avoiding a dated perception of vintage and the circular economy, hence why they showcase these products in their own unique setting.
In the post-Covid world, consumer expectations have evolved in several ways. The prolonged periods spent at home have led to a significant boost in the comfort market, with lounge wear and interior decoration experiencing increased sales. Moreover, the pandemic has instilled a sense of caution in spending, prompting individuals to reevaluate their priorities. Choices must be made when it comes to indulgences such as dining out, travel, and clothing. This has ushered in a moment of clothing reinvention, as people seek to make the most of their purchases and prioritize items that align with their values and long-term goals. Overall, there has been a reorientation of priorities in the wake of the pandemic, shaping consumer expectations in the post-Covid era.
For more information on the 7th Heaven and Printemps’ commitment to sustainability, please visit:
– Printemps Sustainable Development
– United Towards Responsible Beauty
