Tag Archives: retail insider

Style by Fire featured on CTV News!

Miranda CTV 2

Click here to watch the CTV interview.

This is kinda crazy, but it happened.

I received an interview request from CTV and a few short hours later reporter Shannon Paterson and I were shop-talking in front of Victoria’s Secret at Robson and Burrard – downtown Vancouver’s new retail hotspot. She found me via an article I had just written about Shoppers’ new BeautyBoutique for Retail Insider (check out their awesome website!).

I’m sitting in front of my computer and I still can’t believe this happened, and I’m really grateful that it did. I don’t think I would have even dared put a media appearance on this year’s list of resolutions!

Though my CTV interview might seem out of the blue, Style by Fire’s been 5+ years in the making. So I really shouldn’t be too surprised.

When I interned in New York, my uncle and I had many chats about life, career, politics, and other worldly things he was interested in. A lot of our conversations stayed with me, especially his open-minded views on work and opportunity. At the time, I was struggling to find a job in the States, and after realizing my degree wasn’t specialized enough to apply for work visas (ahem, like being a soil scientist), I got deeply discouraged.

Then with his lighthearted c’est la vie chuckle, he let me in on his secret: “Opportunity takes hard work… and luck. You need to work hard to prepare for something, and when opportunity strikes, you seize it.”

That’s exactly how I feel.

When I got the green light from my manager to take off early (DC you’re the best!), and confirmed with Shannon, I knew exactly what I needed to do. I went home, “clownified” my makeup for the camera, researched the latest downtown Vancouver retail stories, got some good advice from Retail Insider, made sure to wear something that stood out on camera, and walked into the interview knowing this was my opportunity to seize.

Thanks so much to the team at Retail Insider who gave me the opportunity to write that article!

xo, Miranda

PS Watch the interview on CTV!

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Filed under New Store Openings, Retail News

Shoppers Drug Mart to open flagship Beauty Boutique in Downtown Vancouver

Shoppers Drug Mart BeautyBoutique Beauty Boutique Vancouver Burrard Street Colin Arber Retail Insider

This article was first posted on Retail Insider.

Sources tell us that Shoppers Drug Mart will open a 4,100 square foot standalone flagship BeautyBoutique in downtown Vancouver, next to the world’s second-largest Victoria’s Secret store. The street-level store will replace retailer ‘Off The Wall’ and will feature a Burrard Street frontage. It will compete with a new, massive Sephora store scheduled to open next winter on the 1000 block of Robson Street, only a couple hundred feet away.

BeautyBoutique layout

Shoppers first debuted its high-end enhanced BeautyBoutique concept last year at Toronto’s Bayview Village Shopping Centre; the second opened in the Toronto EatonCentre this past summer.

Downtown Vancouver has several major cosmetic retail competitors, including Sephora. In addition to its current location at Pacific Centre, Sephora will also be opening one of its largest Canadian locations on Robson Street in the winter of 2014. Other competitors have either been upping their game or preparing for their entry into the Vancouver market. Hudson’s Bay, for example, has been putting much effort into the ongoing revitalization of its Downtown Vancouver flagship store. Its expanded cosmetics floor is close to an acre in size and is now the largest in Western North America. Holt Renfrew continues to show strong cosmetics sales, and future Nordstrom and Saks Fifth Avenuestores will even further increase competition for Downtown Vancouver’s cosmetics dollar.

With all of these different cosmetics retailers in Downtown Vancouver, it’s hard to say whether BeautyBoutique will create any extra excitement for Vancouver shoppers. Competition will be fierce. Shoppers Drug Mart already has an existing higher-end concept, Murale, though it hasshuttered two of eight locations across Canada. Let’s take a look at the differences between Murale and the new enhanced BeautyBoutiques, and how the new concept might prove successful.

Shoppers 1

For those unfamiliar with Murale, it is an offshoot brand launched in 2008 by Shoppers Drug Mart to move into the high-end cosmetics category. Murale’s brands include Bobbi Brown, Anna Sui, Cargo, Caudalie, Nars and more. These brands make a distinct differentiation between drug store brands such as Maybelline and L’Oréal, but share some crossover brands like Clinique and Stila. The store design is clean and minimal, with a lot of white space, and merchandising isn’t structured in aisles as in the drug store BeautyBoutiques.

Introduced in 2003, the in-store Shoppers Drug Mart BeautyBoutiques occupy prominent real estate, many of which have separate entrances to create a different experience for cosmetics lovers. The South Granville location in Vancouver, in particular, takes up the majority of the second floor of the neighbourhood Shoppers Drug Mart.

Shoppers 2

The new “enhanced” BeautyBoutique takes the in-store concept one step further by bringing in higher end brands (Chanel and Yves Saint Laurent, for example) and stepping up the store design, which was inspired by a gift box, and the unravelling of a ribbon to reveal a gift. According to Shoppers, “The ribbon concept can be seen in the elements of the store design including the digital signage wrapped around the boutique and the finishing elements extending over the fixtures to the ceiling.” In a nutshell, it’s a Sephora-like experience.

If one high-end Shoppers beauty concept (Murale) didn’t work out, why would the company repeat similar efforts? One reason could be because a new store like Murale might have required stronger branding support for customers to understand its relationship to Shoppers Drug Mart. On the other hand, the new high-end beauty concept is also located separately from Shoppers, and it was a great idea to leverage off the existing BeautyBoutique name instead of creating a whole new brand like Murale, even though the BeautyBoutique brand seems strong enough on its own. According to Sandra Sanderson, Senior Vice President of Marketing at Shoppers, in a Chain Drug Review article, when consumers heard about BeautyBoutique they already had the impression it was a separate store. We don’t know whether they had done similar research with Murale.

Shoppers 3

There’s also a direct correlation between Shoppers’ BeautyBoutiques and its popular Shoppers Optimum rewards program. This may be a key difference between it and Murale. If consumers didn’t know Murale was a Shoppers concept, for example, there would have been less incentive to shop there. This is especially the case since Sephora has a strong Beauty Insiders loyalty program. Lastly, we’ll have to see whether the new enhanced BeautyBoutique will help drive online sales, as Amazon, Walmart, and Sephora’s e-commerce platforms are highly competitive whereas cosmetics sold at Shoppers Drug Mart concepts rely heavily on foot traffic.

If the enhanced concept proves successful, it might be in Shoppers’ best interest to shutter the Murale chain and concentrate on what’s working. Either way, it will be interesting to see another beauty giant enter Downtown Vancouver’s retail landscape.

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Filed under New Store Openings, Retail Concepts, Retail News

Romiélle and Olya Shishkina Private Sale

Romielle-03

Anastacia Shorohov invited Style by Fire to attend a private sample sale featuring both Drama Queen’s boutique style selection of designer dresses and new Romiélle clothing line, as well as luxury leather outerwear line Olya Shishkina.  This was no ordinary sample sale; we were ushered into a fabulous $10 million house in West Vancouver overlooking the water.  Talk about a haute shopping experience!

Romielle-01

Drama Queen is a local company owned by Anastacia and specializes in importing select designer dresses by top names in the industry, including Louis Vuitton, Cavalli, Kenzo, and Dolce&Gabbana.  This is the place to find one-of-a-kind garments at attractive prices.

Romielle Designs is a newly launched Canadian-based clothing line that specializes in boutique-styled couture pieces which combine both vintage and contemporary elements.  The team behind the brand is mother-daughter duo Irina and Anastacia Shorohov; the former relies upon her thirty years of tailoring experience while the latter does the designing.  They are excited to debut their new line at the next Vancouver Fashion Week Fall/Winter 2014 season.  The name Romiélle is a combination of Anastacia’s two daughters’ names and symbolizes the line’s dedication to the highest quality garments that are both classic and sophisticated.

Romielle-07

Olya Shishkina is a line of luxury outerwear that uses a variety of fabrics such as leather, sheepskin, and metallics to create innovative shapes with intricate detailing.  Olya herself was at the sale and modeled a couple of her jackets for me, showing the many fine zipper detailing on the sleeves and back which allow for many variations as to how one could wear the jacket.  Her pieces can be found at the high end retailer Vetrina in downtown Vancouver.

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We had a lovely afternoon admiring the beautiful clothes and chatting with the other guests, including the faces behind the well respected Canadian retail news blog, Retail Insider.  Thanks for the invite Anastacia and we’re excited to see the unveiling of Romielle!

Words + Photos by Aurora Chan

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Filed under Designers, Events & Sales, Sales