Intimoda Edit
Plouf (France)
03 November 2020
In November 2019, the two co-founders gave a new dimension to their concept with the opening of Plouf: a unique collaborative store, 100% female. Alice Guyot presents it to Intima readers.
In the heart of Paris, in the 11th arrondissement, a space designed for women by women, offers entrepreneurs the opportunity to express themselves freely, to test their business and to be supported by other dynamic and ambitious women: La Patronnerie. Created by Alice Guyot and Marièke Poulat, this hybrid space with multipurpose functionality, essential to the proper development of any activity, welcomes and supports all those who wish tomake their ideas come to life and to transform them into real bosses! More than a simple office, in one place, La Patronnerie offers an open space, a photo studio, a showroom, meeting rooms ... and, now, also a sales area!
How did Plouf’s story come about?
Plouf is the desire to help entrepreneurs to take the plunge by offering a collaborative store. It is the perfect continuity of La Patronnerie, our space dedicated to female entrepreneurship and the training of our bosses. This allows them to test their concept and their products by going directly to meet their consumers. This shop is a springboard - even a diving board - to give young brands all the visibility that their product deserves.
The resolutely atypical shop. Tell us about the concept ...
The store is based on a user experience. At Plouf we draw the parallel between going into the deep end and making decisions to see your activity grow. It is therefore natural that the store looks like a playful pool, revisited in shimmering colors and geometric patterns. Visitors buy a ticket at the counter, go through the locker room and immerse themselves in the world of exhibiting ethical brands. To live the experience, I invite you to come see us!
How is the layout and decoration of the space characterized?
Color, fun, a real “instagramable” space! Today, we have to play on happening and immersion to bring in a clientele fond of social networks.
What product categories do you offer?
The idea was to make complementary brands coexist so that the consumer finds his happiness according to his tastes. So you have the option of purchasing a complete set, underwear, an outfit, accessories, wellness beauty products and decoration! Thus, we offer bodysuits, lingerie and swimwear from Superbe Paris, menstrual pants from Fridas and custom-made underwear from Maison Finou. We also have the shoes signed Rikette and the mixed ready-towear made in France by Antagony. As for accessories, we can find at Plouf the pockets made of Lyria M leather scraps and the jewelry with therapeutic stones from Witch Please. Finally, I Like it Naked offers zero plastic wellness products, while Paulette Zero Waste seduces with entirely ecological make-up removing pancakes. There is no lack of decoration with Girls and Roses and its compositions of dried flowers in a frame or bell.
What are the criteria for selecting brands offered in the store?
Brands with creative lifestyle products and an ethical approach. All the brands you can find at Plouf have common values: traceability, commitment, the desire to present conscientious products that prepare the world of tomorrow. For example with I Like it Naked, it is possible to have a bathroom without plastic!
What do you think makes the store attractive and how does it fit in with the time?
It is resolutely the choice of the creators, all engaged with products carrying values: it goes from the brand which fights against waste like Paulette Zéro Déchet, Lyria M, Illin.shop, to brands which value the empowerment of women with Superbe Paris, Rikette, Fridas, Witch Please, Maison Finou.
What is the profile of your customers?
We have a neighborhood clientele because we are located in the 11th arrondissement of Paris, but also clients loyal to the exhibiting brands who travel everywhere to discover and interact with their creators. Our customers are mainly women who are between 22 and 60 years old. You know, this store has allowed eshops to finally have their first physical outlet to meet their customers.
How is the Plouf shopping experience characterized?
Good I hope! Our real strength is that the creators of the brands take turns taking care of the store, which is open from 11:30 am to 8 p.m. Tuesday to Saturday. This allows you to meet the “bosses” and ask questions directly about the products and brands. It’s a new approach for buyers.
What do you think are the new emerging consumer trends?
The local certainly, and all the more so with the crisis we are currently experiencing. Consumers are also increasingly turning to more ethic al consumption.
Do you think that the health crisis will have changed mentalities and the relationship with consumption?
I hope so deeply ... now it seems early to see the results and be sure.
What are your marketing / communication activities and how do you use social media?
We mainly communicate via social networks because our customers are very present on Instagram. The most important thing for us is to have beautiful visuals, to speak directly to customers and to pool forces between owners and brands to share publications. We have a communication agency “the Patron studio” within La Patronnerie and we therefore put our skills at the service of this beautiful collaborative project.
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