Looking back before launching IKKS – are you any surprise about the success or was this something you were really hoping for?
The market analysis we have done prior to the IKKS Paris opening on the US territory gave us an overview of the market and the customer needs. Based on this we expected a successful start, but we are still working really hard to get the brand known by the US customers.
How does it feel to actually stand out in such a competitive market?
Since its beginning in 1987, IKKS has managed to be different and to stand out . They made the choice to reinvent the kids fashion vision and launched its first kids brands inspired by adults codes.
What was the planning to invade US like?
It’s an adventure ! The USA is the biggest market of the world for us with Asia. It’s a wonderful challenge but not an easy one . Culture , customer habits and taste are different, we need to adapt. Seasoning is also a challenge in a country of this size with huge weather differences from one state to another .
Did you approach this new store on a much different way?
We wanted to approach it in a really humble way. The worldwide success of the brand doesn’t mean we know everything. We are learning everyday .
What would you say you have learned from another launches?
The US launch is really specific . In Europe you go out on the street, walk for few minutes and you will hit an IKKS store. As a brand IKKS is as well known as Hugo Boss or the TheKooples. Here the approach was really different . We know we have a good product but we need to work on the marketing for people to know the brand and its atmosphere.
In such a metropolitan and diverse place as it’s the case of LA (let alone the US) – was bringing the French touch to your brand any difficult or rather much easier?
I think it’s an advantage for us . France is well-known for their fashion industry. They are innovative, tasteful and refined. A lot of brands for kids in the US are really classic or super expensive. IKKS has a really special identity wich of course include its French DNA.
What new or familiar things can new and old costumers expect?
We are going to create several events around the brand like charities for children , sports events , runway , casting . We want the kids but also the parents to associate the brand not only with the clothes but also with a way of life .
What would you call the most challenging aspect of running IKKS?
Organizing marketing events and therefor finding partners could be challenging when they don’t know the brand
What else is happening next in your world?
The next step in IKKS development here in the US is the opening of another location in a really short amount of time. After the third one we will start franchising the concept and selling ‘ turn key stores’ for people who want to embrace this adventure with us . We have 3600 points of sale in 45 countries and 450 units in France ! I let you imagine the possibilities for the US territory !
For more info, visit here