Luxury Store Audit

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Luxury stores audit
Gucci and Celine stores, Russian experience

Monaco 2012

INTRODUCTION
Monaco is a small country, but well known all over the world. All over the world it is known as a place of luxury. Every year a lot of tourists visit Monaco to have a good vacation visiting casinos, luxury restaurants and off course to do a shopping in a most known, luxury brands. In Monaco you can find a lot of different luxury boutiques for every taste; you can find everything from luxury cars to a luxury clothes and accessories. During the course of Luxury audit services we study a lot about the services in luxury stores. So our goal was to divide into groups and to do an audit of few stores. Our group was a big enough for such a mission, so we were thinking how to do it in a better way. And once we got a good idea. According to the information we received during the seminar with Guillaume Rose, in Monaco there are a lot of Russian millionaires, and they are always “invited guests” in different places. So we decided to split our group on two smaller groups and to compare the experience received in Gucci store and in Celine which are situated in the heart of Monaco, near the Casino and Hotel de Paris. I will share with you the Russian experience. I asked my friend, she is from Russia, for some help in this mission. Our story was that we family couple came from Russia for my friend’s wedding and as we already bought a new skirt for my wife we need to buy a new bag, which must be one of the last collections. And the second part of our group was native French with two different scenarios in two stores. As we will see next we received a little bit different experiences.

Gucci store audit
Firstly we decided to audit one of the most famous brands in the world, Gucci. At 12.00 we entered the store. Before entering the store, we noticed that the showcase was clean, with good lighting, but there were no goods exposed. Entering the store, I noticed that the main...
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