SNOW/ FEMI PLEASURE/ WARSAW, POLAND/ WWW.FEMIPLEASURE.COM/ WWW.FEMISTORE.NET
We recently featured Femi Pleasure on the Source website as a brand profile. These two sisters also have three stores, so we thought it a good idea to speak to them about the intricacies of running a brand and multiple stores.
What are the benefits of having a physical shop over simply having an online store?
Our 3 stores are not simple shops. The interior has been meticulously designed to represent Femi character. It’s feminine, warm. Most furniture comes from up-cycling and is tailor made, fine crafted with attention to detail. Just as Femi collections are. It’s the kind of interior we would feel comfortable in. From a marketing perspective we use point of sale as a brand building medium. All range release press events are organized in our flagship store in Warsaw. Last but not least – this is were we meet our consumers in person.
How do you stay in touch with the wants and needs of your customers?
Femi is a brand for women who cannot stand boredom, cherish their relationships with friends and family, are crazy about sports, and who don’t compromise. And all members of the Femi team represent these values, thus we can say we simply understand and anticipate our consumers’ needs. We top it with constant research in the world of fashion, that we simply enjoy (and who would not?).
What are your secrets for selling high-end products?
Femi is a belief-led brand. The core of its success lays in its authenticity. This, combined with top product quality and innovative design justifies premium price positioning.
Are new lines important to your product mix? Why or why not?
The female apparel category is extremely competitive. We would not go far offering our consumers sweats and pants only. The first collations were basic. For Spring/Summer 2013 we launched a line of bikinis. For Fall/Winter 2014 coats and skirts. Each range consisting of basic, sporty apparel as well as more and more fashion orientated urban wear. Spring/Summer 2015 is the richest range so far.
Does your store sponsor athletes, competitions, etc? If so, what are the benefits to the store and to the boardsports community?
A store by its own – no. Femi sponsors board riding girls. This Fall we are launching a collab with Kasia Rusin, pro snowboarder, it will be premiered soon.
If you could go back five years what would you do differently?
We would smile more.