Conquering A New Customer Group: Women

""To broaden our product range, we have given it a feminine edge. Launched early 2000, the ""Bohême"", with its ""retro"" look, its precious stone and its retractable nib, has proved a tremendous success. It is now part of the permanent collection with various versions of the pen now available and a range of leather goods dedicated to it every season, like a line of make-up. The latest 2006 version, with its platinum overlapping topstitches, is an extremely upmarket collection with a stone matching the leather: alligator, shark or lizard-style calfskin. This year, the launch of the Greta Garbo has been extremely successful. It was a hit from day one, even though we had not yet released our communication material! We sold twice the expected quantity. The pen even went out of stock, as we had run out of Akoya pearls! This was a problem for us, as retailers were both happy at the pen's incredible success and upset at not being able to meet the demand! One thing is for sure - we definitely had a higher proportion of female customers. As part of this strategy, results of the September launch of women's jewels in the internal sales outlets and the network of jewellers went beyond all expectations. The French market became the top market on an international level. Of the 300 stores worldwide, the Champs-Élysées boutique became the world's leading jewellery store.""