Intimoda Edit
Rêve Rouge, Canada
19 December 2017
Liliana Mann is the owner of lingerie chain Linea Intima, Best of Intima Award winner in 2004 and a finalist in the 2017 Champions Edition!
While Linea Intima now counts five stores and its own e-commerce site, on the 24th of June 2017 (Liliana’s birthday!) she opened a brand new store complete with its own unique e-commerce platform, under a new name and new concept. Rêve rouge is one of the first of its kind: a lingerie store for the Millennial market, a store for the wireless generation.
Who are your top selling brands?
Oh, there are so many! Eberjey, Juana de Arco, Bluebella, Else, Commando, Alo and Gold Hawk.
What is your average price point?
Under 100$ average. We see a tendency for the rêve rouge customer to be cost conscious but also they accept spending more for irresistible items!
Rêve means dream in French, is this where your inspiration to open your store came from?
This is a true story: I actually dreamt about the store a few years ago, so indeed my inspiration came from the dream so this is a "fitting" name (in more ways than one!) and the colour rouge, which is red in English, symbolizes empowerment – which is a quality we feel speaks to the new Millennial generation. When a customer wears rêve rouge intimates we want them to feel empowered, to believe in their strength, their self-worth, their happiness and also that of our planet!
You say your store is for the “wireless generation”, what does this mean?
It’s somewhat of a play on words because Millennials live and breathe technology (wireless communication) and they also embrace "barely there" styles like wireless bras and soft bralettes. They expect comfort and don’t subscribe to the notion that artificial padding is needed to enhance their body. They dress for themselves, not to impress!
Your store’s target generation in terms of audience is Millennials, do you see different views and approaches to lingerie and lingerie shopping between rêve rouge’s clientele and Linea Intima’s? Is this a sign of how attitudes to lingerie itself are developing and evolving?
You are touching on an interesting topic: are women different? Is there a specific age when values and personal style/taste change? I don’t think there is a line you cross or any definite rules. We have younger customers who love Linea Intima and we have "young at heart" customers that embrace rêve rouge and its vibe as their preferred store. Attitudes toward lingerie of course change and evolve but the true love of lingerie and the feeling that comes from wearing beautiful intimates that fit properly are forever appreciated, at any age!
Which of your store concepts (rêve rouge or Linea Intima) are you planning on developing the most?
I have plans to develop both of them. I believe that you have to react to opportunities and be willing to try new things in order to change and to grow. Linea Intima is about fit and function - teaching the love of lingerie and the benefits of the right size and proper fit of a bra - hence its tagline ‘Changing women’s lives one bra at a time.’rêve rouge is about fashion, self-expression through personal style, plus accepting and loving yourself – hence its tagline ‘For the love of me.’ They are both ”my love" and I look forward to being part of the exciting growth of each one.
Have you had any unexpected crossover of customers?
Not surprisingly we have, given the nature of their close proximity. Both are located in Bayview Village, one of Toronto’s premium high-end shopping centers. Linea Intima has been in the mall for fifteen years – so it’s logical we see loyal customers coming to visit and support Linea Intima’s new and exciting younger sister.
Have you taken a new approach to marketing?
Indeed, rêve rouge is targeted to an audience that does not respond to, or care much about, "old fashioned” or traditional media marketing. Even Facebook sometimes feels "passé " to them. In their world it is all about Instagram and Stories and Boomerang and Pinterest. They care about authenticity, sharing and engagement and identify with influencers, bloggers and their friends!
In terms of décor, how have you created a “Millennial vibe” inside the store?
This was such an amazing design process, as we worked to understand the "Millennial vibe" and to figure out what appeals to this customer. We discovered their “likes” - simplicity and minimalism, Instagram walls and photo-compelling "selfies" areas. Planet-friendly elements resonate with them like recyclable materials and Eco-conscious programs. Our store is edgy but feminine, modern but romantic, minimalist but with a curated collection of "chotchkas" or impulse items.
Millennials are known for their appreciation and passion for all things digital, have you found a way to harness this?
We have in a number of ways by creating engaging social media platforms to promote the store’s brand and to develop relationships with customers in their social communities, while harnessing the power of social media as a sales tool by encouraging rêve rouge lingerie stylists to wear/post their favourite items and directly sell from those posts. We have also created a fresh, youthful and user-friendly digital environment for our e-commerce site that enhances and supports our ‘brick and mortar’ retail environment and we also develop interesting and informative blog content.
What are your plans for the future?
In the foreseeable future I’m looking at the optics of expanding rêve rouge to other key Canadian markets like Vancouver and Montreal and even perhaps to the US - we’ll see. This is such a unique new retail lingerie concept – I feel we pretty much hit the nail on the head. The reaction has been extremely positive, so I won’t take the next step unless all of the elements are perfect. I went through such an interesting year and a steep learning curve which has helped me to grow not only as a retailer but as a person. The experience of launching rêve rouge has given me a more youthful perspective – in so many ways (grin).
Lingerie has always been my passion. It’s my 20th year in the business and I feel I still have so much to give and to teach – this is a new beginning in some respects - and I am ready to explore any and all opportunities that result from it.
Sales Area: 76 м2
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