How Printemps de Lille is breaking its image to seduce customers

The regulars of the department store on rue Nationale will surely have noticed it. For the past few months, things have been moving at Printemps Lille. New corners dedicated to beauty, pastry, highlighting young local brands, local services and events throughout the year... A real dynamic has taken hold in the aisles of this temple of fashion, but not only !

Focus on local players

Printemps today is definitely not the same as yesterday and the image of a stuffy luxury store seems far behind. But certain prejudices remain tenacious. “We often say that 'Spring is luxury, it's too expensive, I can't buy anything there', but that's not the case. There is a great mix of brands and prices”, assures Emmanuel Verdin, customer manager, giving as an example the establishment in 2019 of Aroma-Zone on the occasion of the 90th anniversary of Printemps Lille.

To continue to break this image, the Lille flagship has therefore decided to play on proximity. And what better than to involve local actors. Young brands, creators, services, there is local on all floors of the building. And this, from the entrance on the Place Rihour side, with the arrival of the Chouchou pastry stand. A few meters further, you can come and take care of yourself at Sonia B., who first opened her beauty institute in Vieux-Lille.

In terms of fashion and accessories, the prerogative is no longer held by the big national brands. Small creators also have the right to a nice highlight. Like Aux Corps Anonymes and Gamme Blanche from the Maisons de Mode label in Roubaix, and soon the eco-responsible yoga clothing brand Yogisu.

And even during national Printemps campaigns, such as recently “United towards responsible beauty” to promote circular fashion, the Lille department store calls on local players.

Services and entertainment all year round

As in shopping malls, the traditional shopping offer is no longer enough to attract customers and make them spend time there. It is therefore necessary to offer local services. “When customers come to us, we want them to be able to treat themselves from A to Z, to be able to eat and even get a manicure. »

And also, recently, buy a bouquet of flowers. “Many customers told me that they couldn't find a florist in the heart of Lille. So we brought in one, ”says Emmanuel Verdin. A local florist of course since it is Vert Mousse, which has a shop in rue Saint-André as well as in Lambersart.

To give visitors a good time, Printemps has also put together a whole programme. Many activities are offered throughout the year: workshops, yoga classes. The high point is obviously the end of year celebrations, a crucial period for the turnover of the store, and of trade in general. DJ sets, dedications, workshops for children, candy cart, photobooth, contests on Instagram... Until New Year's Eve on the 24th, everything is planned to entertain young and old.

"Our desire is to create a surprising experience, to create emotion", emphasizes the customer manager. And the bet seems to have been won, as evidenced by customer feedback. “They really noticed that there were novelties. Some told me that they had spent three hours in the store because there were so many things to do! »

It's happening at Printemps Lille, and it's not over!

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