Steffl unveils its “Lingerie Atelier”

02 May 2016

At the beginning of 2015, the second floor at the infamous Viennese department store, Steffl, unveiled its newly refurbished lingerie department.

Now more than double in size than the previous space, at an impressive 600m2, the lavish shopping area houses more than 40 international brands in beautiful surroundings. The new décor pays homage to one of the world’s most illustrious composers, Wolfgang Amadeus Mozart, who once lived on the very same floor where he composed some of his most famous works. To learn all about this new project and offer Intimoda readers a real “Virtual Tour” around what is today Austria’s largest offer of lingerie, we met with Thomas Köckeritz, Creative Director and head of strategic development at the department store.

Steffl started 2015 by unveiling its new lingerie department: Lingerie Atelier. Why and how did this major project come about?
The Lingerie Atelier is the latest of a number of projects that we have been working on within our integrated repositioning process that was initiated in early 2009. We do not consider ourselves as just another department store, but as a “vertical city with the most desirable boutiques”. Following the successful example of “The 6th Floor”, our luxury shoe heaven on the 6th shopping level, which we unveiled in August 2010, we knew that a full international brand and product offering would be key to the development of specialty categories in Steffl. We realized that Vienna has a sufficient offer of mainstream wholesalers, but only a few and rather small specialty boutiques with a very selective offer of premium lingerie – all scattered around the city. With our Lingerie Atelier, we intended to create a true destination for all lingerie aficionados and to offer a large-scale project to Vienna and to the German-speaking world. We have dedicated almost half of our second floor for women to intimates, uplifting the previous 250 m2 space with a mainstream selection, to a premium and luxury level panning 600m2.
Tell us more about the new Lingerie Atelier atmosphere… What are the main features of the design concept?
Our intention was to create a space with a luxury atelier aesthetic that gives a feeling of intimate rooms in a stylish apartment. The space on our second floor takes cues from Vienna's rich heritage and the city's passion for creativity, art, music, architecture, and café culture, as the location of our store was previously home to Wolfgang A. Mozart, where he lived on the same floor and wrote his famous Requiem and The Magic Flute. (In fact, the beautiful facade of the old Mozart house was incorporated into the rear design of our store). The entrance arch into the department is a confident, architectural statement, which welcomes guests and sets expectations high. It also isolates the intimate lingerie world from the rather buzzing store. Bespoke interior features are influenced by the craftsmanship of musical instruments. Viennese references are present throughout the space. The design scheme is a celebration of timeless materials, including handcrafted parquet flooring with modern limed finish in contrast to super soft berry-colored carpets and fixtures framed by dark patina metalwork offset by brushed brass. Matt lacquered and upholstered surfaces in skin-color nudes and rose tones add softness to the space. The wallpapers, embellished with natural and metallic textures, act as backdrops to product presentations, making the environment feel residential and sensual. The sophisticated, indulgent palette is heightened as customers move along the shopping promenade through to the indulgent premium boutiques – punctuated with plush Moroso seating, bespoke cowhide rugs and brass pendants. The shopping promenade-inspired architectural frames give a familiar and inviting feel where tourists and local customers alike will feel at home. The service area and the generously sized, alcantara-lined changing rooms are positioned centrally - the true differentiator and a social meeting point.
How has this new space been received by the public and have you had any feedback?
Our customers are obviously surprised at our extensive product offer and appreciate the indulging and comfortable atmosphere and our service proposition a lot! We receive a lot of personal compliments from our local clientele, as well as our international guests. So I believe that we have exceeded what Vienna has been waiting for…
For the redesign of the lingerie department you sought out the expertise of strategic retail design consultancy 20.20 in London. What was the reason behind this choice?
As we were looking for an architect group with a very personal, unique and detail-driven design approach and expertise in comparable “boutique” projects for other international department stores, we felt very comfortable with our decision for 20.20 and appreciate the professional service that their team dedicated to us.
A new space often means a new product line-up. What did you change regarding the lingerie offer, its division and its placement?
We have completely re-assessed the old product line-up and upgraded from mainstream and middle market brands to affordable premium and high-end. At the same time, we have diversified the product range with loungewear and fashion swimwear. We have also merged our core assortments of premium stockings and socks into the department. On entering, guests will find stockings and socks conveniently placed in the side arcades of the department and will discover a selection of the best from everyday to premium, through to exclusive and high-end brands presented in a luxurious, lifestyle-led environment …for a unique journey into the lingerie world!

What kind of products and how many brands do you carry at the Lingerie Atelier?
We stock up to 40 brands, covering premium and high end lingerie, stockings, shapewear, loungewear and swimwear, as well as accompanying products such as unique silk kimonos, wash and care products. An exquisite selection of room scents and perfumes is also about to be launched.
How did you choose the brands on sale and what are the merchandising criteria to organize them within the space?
Our criterion was to be best in class. Our merchandising strategy is sharp yet profiling -unique on one hand, but with the most extensive brand offer and product diversity on the other. The target is a careful arrangement of established premium and high-end brands, as well as truly excellent products with a unique DNA combined with lively and innovative brands, which we discovered on our international sourcing trips - sometimes even coincidentally.
What are the best selling brands? Why?
Best selling brands interestingly range from affordable to high-end price points. This reflects the new customer of our times, willing to spend more for really outstanding pieces, but shopping smartly when it comes to everyday basics. In the Lingerie Atelier, the top selling brands are Simone Pérèle, Chantelle, Calvin Klein and La Perla.
Do you offer your customers any extra services?
Our customers are highly demanding and we know that lingerie in particular requires excellent product knowledge and a very personal yet intimate service. Our spacious and acoustically insulated dressing rooms have each been equipped with a separate air-conditioning system and a service call button. We also offer an in-house fitting and tailoring service. In order to enhance the shopping experience throughout the sometimes-lengthy fitting sessions, we serve soft drinks and Champagne.
How and when do you organize your buying throughout the year?
Our buying generally follows the seasonal main order rhythm starting with the Salon de la Lingerie in Paris and followed by the showrooms. Only a few collections are viewed in-house. Replenishing orders are placed constantly throughout the year, as well as our constant search for product novelties.
What is the big trend you see today in terms of consumer purchases?
Consumers nowadays are much better informed than ever before and mostly already know pretty well what they are looking for. Nevertheless, we experience a high percentage of impulsive purchases with our customers. When she falls in love with a piece from our extraordinary selections she buys it - price does not matter and sometimes she even buys it in a second color. The second trend is function-driven consumers. Whilst on the search for the perfectly fitting brand or product they become so confident with our offer that they tend to buy more of the same item.

With our Lingerie Atelier, we intended to create a true destination for all lingerie aficionados and to offer a large-scale project to Vienna and to the German-speaking world.

A selection of the best exclusive and high-end brands presented in a luxurious, lifestyle-led environment ...for a unique journey into the lingerie world!