Square footage: 800
Location: Orchard Road, Singapore
Year Opened: 2011
Ted Vayos, BODY: Describe your store.
Felicia Gan: The boutique at Plaza Singapura (2nd shop just opened this month) portraits a quaint French inspired facade complete with a signature brand signage. The subtle ribbon stencil at the glass window and the chaise lounge display behind it creates a homely feel and invites one to the boudoir, an open closet for the women who can’t wait to look good and feel good! The inviting display of creative styles and the exclusive collections in the Armoire provides opportunities for her to indulge in imaginative play of ideas ‘to get dressed for sleep’!
Les Affaires showcase sleepwear and loungewear with premium range of designer wear and bridal collections giving customers choices for special occasions.
Ted: What makes your store special?
Felicia: Les Affaires is a French inspired sleepwear label that draws on European exuberance for the confident, affluent women. The essence of the brand embraces the concept of feeling good and stylish as you ‘get dressed for sleep’. The fabrics that we use are comfortable and ‘cozy’ and styles have beautiful intricacies with exquisite details. The ambiance of the shop allows her to feel at home with a modern French touch. The assortment mix allows her to coordinate and create her own wardrobe of sleep, lounge and home wear and even giving her an option to choose from our premium range when she decides to pamper herself for special occasions.
Ted: What do you look for in a brand?
Felicia: We only sell our own label in our boutique.
Ted: What are the latest trends?
Felicia: We launch each new collections of the season with concept storytelling. This Fall/Hol 12, les affaires portray the Swan Lake ballerina story complete with tutu and lace mesh details. Attached please find our press release for this season.
Chemises and Romper sell very well for us. Our customers look for something special in the details and trims.
Ted: Describe your price points and size ranges.
Felicia: Retail prices range from US$29 for shorts to US$89 for long dresses for the regular sleepwear range. For premium collections and bridal range which comprises 20% of the total assortment, prices range from US$39 for shorts to US$189 for long dresses. Our size range is from XS to XL.
Ted: What does the average customer size?
Felicia: Our customers in Asia are usually S size while in the States, popular sizes are S & M.
For Middle East and China, M & L sell well for us.
Ted: What does the average customer spend per visit to your store?
Felicia: Average transaction is US$150 (3 items)
Ted: Describe your customer.
Felicia: We target the affluent professional and ladies who appreciates stylish yet comfortable sleepwear. Age doesn’t really matter but the core of our customers range from late 20s to 40s.