Looking for Borneo? Go to Paris!

November 29th, 2013

Still no statistics from anyone in the perfume industry regarding country or even continent revenue …But I had the chance to see the infamous Mr Donier from afar when I went to my favourite shop for a bottle of Comme des Garcons Black early tonight. He seemed to be curious about this jean-clad individual but said nothing to me.

I enquired about the e-store and sadly it is still ‘temporarily unavailable’. This being Belgium the work may continue on the website front for a few years more. Having bought my 84 euro bottle of delight I also enquired about their range of Serge Lutens and could I have a small sample of his Borneo 1834 please? Sadly samples are now available only from Paris. Oh well, perhaps I should now get on a night train to gai Paris…

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Commercial Wisdom? Forget it!

I happen to frequent a certain niche perfume shop in Brussels. The ‘nose’ and all the staff provide fantastic service. I asked how they attract customers, to which the response was ‘we have loyal customers and sometimes people suddenly discover by chance that the shop exists’. I asked what marketing they do and why the website is still under construction. I understand that it has been like this for 2 years and the online sales services are ‘momentarily suspended’. Do they have any special events planned to attract their loyal and, importantly, new clientele at least in the weeks running up to Xmas to buy the expensive perfumes they sell? Not one. Have they ever thought of targeting high net value individuals in and around Brussels at any time in the year? Nope, not to mention affluent Antwerp not far away.
So if Mr Donie is reading this, and since he was not professional enough to respond to two emails I sent offering a coffee and some free input, how do you expect your wonderful shop to continue selling perfumes at 160 euros and more without any proactive marketing? (Not to mention the range of Tom Ford and other perfumes which cost considerably more!)?

I truly hope they continue and are successful but it seems to me, in the current economic climate, that everyone should be maximising their opportunities to find new customers and not just waiting for the odd passer-by to pay a visit inside.

What is the experience of other people here?