Shrinking to grow at Coco de Mer | WARC | The Feed

Shrinking to grow at Coco de Mer

Coco de Mer, the London boutique celebrating female pleasure, has ambitions to become a global luxury brand, but has had to revise its approach during the COVID-19 pandemic.

Redefining luxury

These days, luxury is no longer just about owning a designer product – individual, exceptional experiences and an emotional connection are essential. At a recent Mediatel event, Lucy Litwack, Coco de Mer's CEO, argued those experiences need to be authentic, unique and immersive. “The product has almost become the souvenir of the experience,” she said. 

Key takeaways

• Translate the boutique experience online. That has meant doubling down on what is important to the brand – tone of voice, a focus on the female gaze, and innovative design. 
• Ensure a curated edit of the product. The assortment has been simplified and made easy to shop without the help of store assistants – “basically shrinking to grow”.
• Remain culturally relevant. People are looking for a point of view – they need brands to care and have a purpose.

Final thought

“We have a lot of challenges with social media advertising due to the nature of what we sell. We’ve had to work to overcome those challenges to take the brand online and drive growth in as many different ways as we can across different customer touchpoints, to D2C [direct-to-consumer] channels, to social commerce, and beyond” – Lucy Litwack, CEO, Coco de Mer 

Sourced from Mediatel