LICENCE LEA RAPPORT DE STAGE REDIGE EN ANGLAIS CORNU ESTELLE

Université du Sud Toulon Var – Faculté de Lettres & Sciences Humaines

Année universitaire 2012 -2013

Langues Etrangères Appliquées

Professeur tuteur : Yves Gouast

BIGOODI : A NEW CONCEPT STORE FOR KIDS !

52 NEW KINGS ROAD

LONDON SW6 4LS

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CONTENTS

Introduction ................................................................................................ 6

I. Presentation of the Company ................................................................ 6

A. The Creation .......................................................................................... 6

B. Company Structure ................................................................................ 7

C. Diversification ........................................................................................ 8

Children’s Salon & Nail Bar ........................................................................................ 8

Birthday Parties ......................................................................................................... 8

Tiny Toddler Bigoodi Party............................................................................................ 8

Girly Pamper Party ........................................................................................................ 8

Bigoodi Creative Party .................................................................................................. 9

Retail ......................................................................................................................... 9

D. Premises .............................................................................................. 10

II. Marketing Mix ................................................................................ 11

A. Products & Brands ............................................................................... 11

Deluna ...................................................................................................................... 11

Olivier Baby & Kids .................................................................................................. 12

Auraley ..................................................................................................................... 12

Beau Loves ............................................................................................................... 12

Louison d’Or ............................................................................................................ 12

Les Tricots de Margot .............................................................................................. 13

Beatrix New York ..................................................................................................... 13

Francesca Rossi ........................................................................................................ 13

Little Bu .................................................................................................................... 14

Original Sprout ......................................................................................................... 14

Gaia Natural Baby .................................................................................................... 14

Gobi ......................................................................................................................... 15

B. Prices ................................................................................................... 15

C. Promotion ........................................................................................... 17

D. Place .................................................................................................... 17

III. My Work Experience at Bigoodi ....................................................... 18

A. Instructions .......................................................................................... 18

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B. Functions ............................................................................................. 19

The Common Missions ............................................................................................ 19

A Marketing Approach ............................................................................................. 20

C. Difficulties : How I overcome them ? .................................................... 21

IV. The Boom of Concept Stores for Kids ................................................ 22

A. What Is A “Concept Store” ? ................................................................. 22

B. Concept Stores Abroad ......................................................................... 22

United States ........................................................................................................... 23

Italy .......................................................................................................................... 24

Il Mondo di Mapy’s ..................................................................................................... 24

Tatíkids ........................................................................................................................ 25

France : Le Marais in Paris ....................................................................................... 26

Merci ........................................................................................................................... 26

Bonton ........................................................................................................................ 26

Lieu Commun .............................................................................................................. 27

C. Concept Stores in United Kingdom ........................................................ 28

Big Children’s Hair Salons ........................................................................................ 28

Trotters ....................................................................................................................... 28

Tantrum ...................................................................................................................... 28

Other Children’s Hair Salons : Comparisons ............................................................ 29

Conclusion ................................................................................................ 30

Webographie ............................................................................................ 31

Articles ........................................................................................................... 31

Book............................................................................................................... 31

Official Websites............................................................................................. 31

Other Websites............................................................................................... 32

Appendix 1 : Airplane Tickets .................................................................... 33

Appendix 2 : Free Nails with LittleBu ......................................................... 34

Appendix 3 : Bigoodi First Anniversary ...................................................... 35

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INTRODUCTION

In a world where trade holds a fundamental place, supply and demand are

increasingly important. What parent has never wished to bring her or his child in a

store specially designed for her or his needs ? What child has never wished to be

treated as a “Queen” or a “King” ? Now, the dream comes true thanks to concept

stores devoted to young girls and boys. Bigoodi, a children’s hair salon and retail

boutique, is a perfect illustration. From my internship in this company, I decided to

direct my interest to concept stores for kids that are a growing market in the United

Kingdom. To give a complete view of my experience and my study, I first devoted

several parts to my professional approach at Bigoodi (a presentation of the company,

a marketing study and a function analyse) and then second I introduced the concept

store trend in the United Kingdom and abroad.

I. PRESENTATION OF THE COMPANY

A. THE CREATION

Bigoodi is a new generation of shops in the United Kingdom specialized in

children up to 12. On the 15th

May 2012, this family-friendly store opened its doors

in Parsons Green, London. Here, children are groomed, pampered and have a haircut

by professional stylists. Parents enjoy a relaxed experience and purchase fashion

accessories, clothes, jewels and fancy goods while their children are in safe hands. In

addition, influenced by the trendy French boutiques, this unique destination hosts

parties for special occasions. Bigoodi welcomes its little guests Monday to Saturday

from 9.30 a.m. to 6.00 p.m.

The concept has been created by Clemence de Crecy –a local mother of two

young boys– worried about the difficulties to find a dedicated English hairdresser for

her children. She has often noticed that in traditional salons, the service was not

fitted to children’s needs. Inspired by hairdressing salons for kids in the United

States and Italy –where this market is hugely successful–, she decided to bring and

develop the same concept in the UK. The aim was to create an environment where

kids feel welcomed, cared for, amused and look forward to returning. In this respect,

Clemence states : “Contented children make for contented parents”.

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We can say that nothing has been left to chance in the creation. The name

“Bigoodi” results from a play on the French word for “hair roller” but it is also a take

on the words “be good”.

B. COMPANY STRUCTURE

Bigoodi was set up by two talented women : Clemence de Crecy, the founder,

and Sarah Gavin, the co-founder.

Clemence de Crecy, a French lady who came to London 12 years ago. At that

time, she was studying Law at Kingston University thanks to the Erasmus program.

She was immediately fascinated by the country and the people. Then, she went back

in France to undergo marketing training at the Sorbonne, in Paris. Graduate,

Clemence tried her luck in England where she received a communication agency

permanent contract. In 2006, she launched her own press relation company,

Clementine Communications. She currently has eight employees in London and three

in Paris. The main sectors of this agency are food, wine, travel, car, etc. At last, in

2012, she launched her new concept for kids, Bigoodi. Within two years, she wishes

to extend the concept by opening one salon in Paris and Rome.

Sarah Gavin, the Bigoodi partner, was part of some of the world's most

reputable companies. She graduated from Leeds University with a Bachelor of

Applied Science (BASc), Psychology. After having worked as a consultant (in Ellis

Fairbank, Direct Recruitment...), she joined a boutique communications agency as

member of the management team and was head of the corporate and B2B division of

this company. Then, she became Vice President Communications International, AOL

and a Bebo's leadership team. Sarah was also Vice President of Marketing &

Communications at AOL in Europe. Since 2012, she has become advisor to Pepkick

a digital commerce marketplace, founder of Snapdragon Marketing and director

marketing of Outbrain a content discovery platform.

As regards the Bigoodi professional staff, it is made of two experienced full-

time hairdressers and one part-time. Nader and Louise, the two full-time stylists, are

in charge of pampering the clients. The part-time staff is only casual for birthday

parties. The team is rather small but it works well for this clientele.

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C. DIVERSIFICATION

The main strength of Bigoodi results in its diversification. The store provides a

wide range of services and products based on little girls and boys.

CHILDREN’S SALON & NAIL BAR

The most popular service required by families is the hairdressing section. This

results in the amount of clients a day using the facilities. If they wish, parents can ask

for a hair to be washed before the haircut and/or hairstyle. Bigoodi makes a special

service available to little girls as they can enjoy a manicure or a pedicure. And, for

the moment remains in child’s mind, a lollipop is given to reward his or her behavior.

BIRTHDAY PARTIES

The salon hosts birthday parties and for the special occasion, various party

packages are available according the child’s age and desire. Invitations will be

provided and distributed in advance for the birthday boy or girl so that they can give

them to their friends. For the duration of the event –around two hours– the shop is

closed and the team is dedicated to entertaining the children. At the end of the party,

each child receives a goodie bag. Everything is done to create a unique ‘day’ full of

fun!

TINY TODDLER BIGOODI PARTY

The Tiny Toddler Bigoodi Party is for those aged one or two. Girls and boys

are invited in a fancy-dress afternoon where they are dressed up and can play their

favourite character. The face paint, the little ones are transported into a world of

princesses, super heroes and ferocious or kind animals. Games and toys are

suggested to keep them busy and active. Parents assist to the party and enjoy a

wonderful moment together !

GIRLY PAMPER PARTY

The Girly Pamper Party is for girls between four and twelve years old. It

consists in welcoming the star of the party and her friends in a universe of beauty.

They receive a hair styled with updos, curls, braids or a funky hairstyle from their

own creativity. The Bigoodi staff draws a personalised nail design to each girl. Light

make up and glitter tattoos or princess sparkles are added for a touch of glamour.

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Once the mini-makeover is finished, the party gets started ! Red carpet, dance games

and dance routine will give a rhythm to enjoy a memorable fashionable birthday.

BIGOODI CREATIVE PARTY

The Bigoodi Creative Party is for both, boys and girls, aged 5 to 12. This

package puts children imagination to the test thanks to the popular French building

game Kapla. This educational and amusing activity has been proposed for the first

time in London at Bigoodi shop. The game is constituted of wooden building blocks

and doesn’t need glue, snaps or interlocking parts. They just have to stack little

planks one on top of the other to create for example a monument as Big Ben or the

Tour Eiffel.

RETAIL 1

The Bigoodi store proposes various products for kids. The clothes department

is the most important as it offers different collections mainly from French and

London brands, created by independent mothers. The collections on sale are changed

every three months so that clients discover new pieces when they visit the shop.

A large range of fashion products are displayed all over the shop. Parents will

find hair accessories (hairclips and hairbands) to add to their daughter’s haircut but

also sparkles, jewels and nail varnishes. Bigoodi is the exclusive retailer for

jewellery designer Francesca Rossi. A classy selection of Louison d’Or’s bags,

pencil cases or wallets will delight the young ladies. School bags and lunch boxes

from the famous American brand Beatrix New York are available at Bigoodi. Other

fancy goods, children’s books, stickers or birthday cards can be purchased. Here,

kids will have the great opportunity to discover the popular Monchichi toy.

As any salon, parents can benefit by some hair products following the advice

given by a professional stylist. The difference is that those products are safe for the

children and adults can use them as well. Thus, they will have the choice among

original sprout's shampoos, hair gels, detanglers, conditioners. The same brand

suggests Tahitian hair oils, styling balms or even face and body sunscreens.

Furthermore, the Gaia natural baby brand provides hair and body washes, bath and

1 More information about brands will be developed in the Marketing part.

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body washes, shampoos, moisturisers, and massage creams available in normal or

miniature size for travelling. Kadria Skincare’s oils and balms created for babies and

pregnant women were recently proposed.

D. PREMISES

The Bigoodi store is located in the peaceful area of Parsons Green, specifically,

in 52 New Kings Road, London SW6 4LS. The location has been appropriated as

this well-off district is populated by young families, has businesses and high quality

boutiques. The salon design comes from the Clemence’s influence for the trendy and

exclusive boutiques of le Marais in Paris. Indeed, people going near the salon can

discover a coloured polka-dot façade. Inside, pastel colours and child artworks adorn

the walls. The decoration has been thought by Clemence de Crecy who has

collaborated with the interior designer Jelena Joksimovic.

With its 750 square feet, the store is composed of three distinct sections. The

main salon includes seven styled hair stations, old mirrors and three flat screen

televisions with classic cartoons to entertain children. They can choose to sit in a

reproduction of a New York cab, a police car, an aeroplane or a princess chair. These

are placed in prime position in salon’s windows to make children and parents want to

come. The special retail area stocks all children’s products in a vintage wardrobe and

shelving. The back room is used for nail bar, hair washing or private area for parties.

In this “playroom”, the little boys can drive the mini-convertible car. Each part of the

shop was furnished with care in a vintage style. Clemence’s favourite piece is the

mirrors, the best purchase according to her. The design and vintage furniture give to

Bigoodi its own personality and create a warm atmosphere.

For having a child-friendly salon, Clemence took inspiration in America where

children’s salons represent a big business. She wanted to make this concept store for

kids a real heaven for them and their family.

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II. MARKETING MIX

A. PRODUCTS & BRANDS

The retail area of Bigoodi displays a selection of clothes, products and

accessories from different brands. All the products are chosen with care in order to

provide something new and unique with a high quality to customers. The goal is to

sell items that people can’t find anywhere. Most of the time, the selected brands are

created by independent mothers who design and manufacture herself their collection.

Moreover, the brands have emerged from the desire to bring originality, comfort or

well-being to children. This specificity gives to the shop a new and friendly side.

To have a better perception of products currently on sale, I detail an overview

of the main brands. The following information gives knowledge enabling to better

advice, promote and sell. You will find first clothing brands, then the accessory and

the cosmetic brands.

DELUNA

Launched in 2010, Deluna is a brand which encourages children’s imagination

to travel since it takes inspiration from all parts of the world. From a classic design,

in particular old pieces, a modernity touch is brought by adding details and fabrics.

The collections are made by hand by seamstresses in London and they are limited.

Each piece has been made with care to offer unique quality clothing for the little

ones.

The founder, a mother of two children, has Spanish and Dutch origins. The

brand is a tribute to her dad, an enthusiastic traveller, who always came back from a

country with typical clothes. Luca herself has travelled a lot, stimulating her to create

such amazing pieces. Her goal is to bring something new full of “fun and spirit”.

Deluna’s spring and summer collection 2013 is in Spanish colours ! In the

reflection of Gaudi and Picasso, the range is marked by geometric and natural forms,

simplicity with a mix of strong and pastel colours. She has opted for a metropolitan

beachwear chic style. At the Bigoodi shop, customers will enjoy exclusivities such as

Flamenco dresses, Marina shorts, Cordoba skirts, bikinis, etc.

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OLIVIER BABY & KIDS

In November 2011, Emma Davison and her sister Alice Smith set up the

Olivier Baby & kids Company. The main specificity of the brand is the handmade

knitwear collection which is 100% cashmere. Emma herself is a knitter and produces

all the samples. Designs are based on old-fashioned knitwear to which they give a

modern aspect, that is to say, an element of fun such as a star on the bottom for

instance. Olivier Baby and Kids clothes have classic and simple shapes, and fresh

colours. The two sisters want to pass on their lovely childhood to children throughout

traditional and comfortable pieces. One part of the range is manufactured in the UK

and the other part in Bulgaria. Among the new summer collection, customers will

find liberty print dresses, rompers, tie top summer dresses, shorts and cashmere

jumpers.

AURALEY

Auraley is a luxury pyjama brand for children. The sleepwear collection has

comfortable articles made with the highest quality and sustainably sourced materials.

Designs are characterized by classically contemporary styling that always respect

child’s needs whether this one is asleep or awake. In order to take care of child’s

sleep, Auraley uses soft and practical materials, providing an outstanding couture

design standards. Some girl's and boy's sleepwear are available in Bigoodi : Isabel

Nightdresses, Alex Pyjamas and William Pyjamas.

BEAU LOVES

After the birth of her child, Faye Wilde founded Beau Loves in 2010. She was

influenced by her fun-loving son and the collections are the reflection of little boy’s

personality. This mother, who now dedicates her career to children’s fashion, offers a

mixed range of fun, stylish and creative clothes. The products are entirely

manufactured in London. Beau Loves’ garments are ‘carbon neutral’ for a better

quality. The summer collection includes Body Suit Vests with a baby whale, sun

suits with triangles, T Shirts with the “bonjour” inscription for kids up to 6.

LOUISON D’OR

The French small factory of Louison d’Or produces child’s clothes and

accessories for the little ones and adults. In this universe of creation and fantasy,

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designs are marked by childhood memories : classic shapes, colours and fabrics. The

quality of handmade clothing is comfortable to wear. Louison d’Or also suggests

bags, wallets, pencil cases, decorations and household linens.

LES TRICOTS DE MARGOT

Les Tricots de Margot, a brand of affordable 100% cashmere baby clothing,

was created by two French mothers, London-based Pascaline and Paris-based Aude.

This natural material has the advantage to be soft, light and to keep the little ones

warm during cold spells. These women select the best cashmere quality in Mongolia

where pieces are directly manufactured by local workers. On each model, the natural

and pastel colours give a perennially fashionable side. There are cashmere coats and

cardigans as well as bonnets and booties that start from birth to 2-3 years old. Their

philosophy is "Les Tricots de Margot, easy & affordable luxury for your baby”.

BEATRIX NEW YORK

Based in New York, the Beatrix Company is focused on the creation of

accessories for kids. Products have a modern design and style to which is added a

touch of imagination to seduce the younger. Indeed, adorable characters and

colourful graphics are printed on each product such as funny animals, ice creams or

symbols. Behind this creativity, the brand puts highlights the simplicity and the

quality of the goods. Bigoodi is proud to offer a series of little or big kid backpacks

for busy school days, lunch boxes to keep children’s meals fresh and wheelie bags

for young travellers. They are all made from nylon and easy to clean.

FRANCESCA ROSSI

Francesca Rossi launched her jewellery company in 2010. This woman designs

and makes pieces for women and children. The children’s collection is characterized

by fun and colourful bracelets, necklaces and hair accessories. The aim is to offer

unique articles of high quality. Young girls can find macrame bracelets with pink or

blue resin flowers, liberty print bracelets to cover their wrist, buttons and little or big

bows or flower clips for a pretty hairstyle.

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LITTLE BU

The Little Bu is a cosmetic brand created by Patricia Dente Haimes which

provides safe child nail polishes. This woman is a beauty lover who has developed

these popular varnishes from her personal observation in American and English

salons. Indeed, she has noticed that more and more girls are going with their mother

for having a manicure and pedicure. Patricia finalized a non-toxic and odourless

product available in different colours that offers a glossy finish for perfect little

hands. The specificity of Little Bu nail polishes is a water-based and wash-off

formula. They can be easily taken off just washing hands with warm water and soap.

A good deal for the young girls who want to match their nails with their outfit !

ORIGINAL SPROUT

Original Sprout products were launched in 2007 by Inga Tritt, a master stylist.

This mother used to buy natural baby shampoos for her daughter's thick hair but they

were not safe at all. As a result, she decided to formulate ultra-moisturizing, natural

baby wash and styling products. To provide the best shampoo quality for families,

the brand uses worry-free ingredients and fragrances without substances that can

cause disease. The formula is free of sulfates, parabens, insect attractors and other

troubling ingredients. These eco-friendly products are made in California, United

States.

The Bigoodi shop has on sale the Original Sprout series of shampoos,

conditioners as well as additional articles according to the product’s characteristic.

The Tahitian collection is perfect for people with colour-treated or dry hair, including

face and body sunscreen and hair oil. The natural hair styling products offer a high

protection for all hair types, suggesting curl calmer, natural hair gel, miracle

detangler and styling balm. This series also provides a baby cream that preserves the

skin soft and smooth.

GAIA NATURAL BABY

In 2002, Gaia Natural Baby appeared thanks to Michelle Vogrinec. As in the

Original Sprout case, this mum didn’t find skin care products fitted to her daughter’s

eczema and she decided to launch her own brand. Elaborated from safe and organic

ingredients, the range of products is non-irritating and gentle, moisturizing and

softening. The cleansers are made of different oils that are accepted to reduce

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irritation. The moisturisers contain vegetable oils, waxes and fat, which particularly

nourish the skin. The products are formulated for sensitive baby skin care but they

can be applied on all skin types.

In Bigoodi, parents can purchase hair and body wash, bath and body wash,

baby shampoo, baby moisturiser and skin soothing lotion.

GOBI

Gobi is a smart bottle water with own characteristics : it is customizable,

sustainable, practical and economical. Completely transparent, the bottle’s design

allows people to choose the colour of the tag and to insert a card or a picture inside.

The customization has the advantage to be easily recognizable for the owner. This

eco-designed product was elaborated to preserve water and environment. The

founders’ major concern is to improve our way to consume water. This innovative

bottle that may contain 40cl is reusable and has to be washed for a longer use.

B. PRICES

Prices are set differently depending on the following sections : the salon and

the boutique. For both, Bigoodi fits the local market and tries to take into

consideration the family incomes.

On the one hand, all prices for services are fixed by the company itself

compared with the market trend and the competition. Several price levels are

established following client’s needs. The hair salon has a range of costs that varies

according to the type of haircut, the child’s age and the stylist. A haircut or a

hairstyle is charged £15 for children under 2 years old and otherwise £25. Parents

who want a hair wash, especially for little girls with long hair, have to pay £5 more.

A fringe trim is only £5. When it comes to a first haircut, Bigoodi offers a special

package for £35, including the cut and a lovely certificate with the baby’s hairdo

picture and a lock of hair. Parents who book an appointment for their two kids on the

same day have 10% off on the total price. Moreover, people can choose between a

junior and a senior stylish. The difference is that if they ask for the most experienced

one, the cut is charged £25 for all children. In the nail bar, a manicure or pedicure is

£9. Each new client receives a loyalty cut card giving a discount and a free haircut

the next visit.

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In order to know how the company determines those prices, I had the

opportunity to interview the co-founder of Bigoodi, Sarah Gavin. At first sight, the

amounts for a kid’s cut seem high for parents. In fact, the price includes the service

as a whole : a qualified stylist, a friendly environment, a good entertainment

(cartoons, toys…) and an extra, a lollipop. It is a good value for money compared

with traditional salons where child’s services are limited. Furthermore, to follow the

other hair salons’ policy, the shop makes higher prices on the weekends. In England,

people usually pay according to the qualification of the hairdresser –the more he or

she is experienced, the higher the cost–. Another minor reason would be to

encourage customers to come all week long and not having a busy Saturday.

The Bigoodi birthday party prices change following the package and the

client’s needs. The toddler’s party is £225 and the glamorous party £265. These are

the costs for 10 kids and two hours of entertainment. For additional children, it is £25

per head. The creative Kapla party is charged £35 per little guest for two hours and a

half. To the starting prices, other services can be added such as food options (mini

cakes, cupcakes and a birthday chocolate cake) or extras (a photo shoot, a

professional face painter, goody bags), increasing the amount due.

On the other hand, the pricing of products is an agreement between the supplier

and the Bigoodi managers. Generally, new collections or goods have a pre-set cost

by the provider. In fact, providers suggest or advice the most appropriate price for

the merchandise. This price includes the production costs, the features and qualities

of the product. Some brands have fixed prices that can’t be changed by the retailer.

Most of the time, there is an agreement between the supplier and the Bigoodi

managers to determine the better cost fitted to the market prices. It is interesting to

underline that clothing are sold twice as much as the purchase price. This process

permits the company to make a profit margin.

When the winter or summer sales are on, Bigoodi cuts prices of its collections

to maximize profits and the reduction of inventory. The shop may occasionally offer

discounts on some items during the year. For instance, it is currently on pre-summer

sale with 15% off on all clothing in the wardrobe.

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C. PROMOTION

To promote the kid’s concept, the company uses various means of

communication : directly with consumers, through advertising and public relations.

Press articles about the shop are published in different magazines and revues, dealing

with services and people’s experience at the salon. To create a direct link with the

clientele, a newsletter is sent each week. In the newsletter, people can read the events

of Bigoodi, the new collections on sale, beauty tips as well as the latest celebrity

style. In addition to the press, the company has a listing of “mum” websites on which

it regularly posts some advertising. Social media represents an important part in the

promotion : Facebook and Twitter pages are updated every day. The presence on

these sites gives the possibility to share the shop’s activities with the community and

to increase the notoriety of Bigoodi. Another marketing approach consists in

distributing flyers to people, in mailboxes, nurseries and schools. Also, events for

children and adults are often organized on selected themes. The aim of each event is

to create a big buzz to appeal to more people to come and visit the boutique !

During my probationary period, I had the opportunity to take part in two

events. The 11th

May, free nails with Little Bu were offered for the launch of the new

summer varnishes. From 1 to 3 p.m., little girls wishing to be pampered had a

manicure by a brand representative. The main motivation was to promote the Little

Bu products.

The 23th

of May celebrated the first anniversary of Bigoodi. A cocktail took

place after the work hours (from 6.30 pm to 8 pm). For this big occasion, the shop

was filled with balloons, candy floss, popcorn, sweets and champagne. Of the

expected guests, about 22 were present, including suppliers, business friends and the

Bigoodi designer, Jelena Joksimovic. Goody bags were given to the guests, including

a voucher for a haircut and candies. I was really delighted to share this moment, a

significant event for the company. The promotion of both events was done through

social networks as well as by giving leaflets and invitations to people.

D. PLACE

First of all, as mentioned previously, all products come from independent

suppliers. The vast majority work for brands located in London, except for the

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French or American brands. Since, Beatrix New York has opened an office in the

city. Collections are delivered directly to the shop by a sales representative.

Once received, items are checked and put away in the wardrobe or displayed in

the shop. For each collection, the Company orders a limited number of clothing and

sizes as well. In fact, they try to limit stocks for lack of storage and to manage them

more easily. The advantage of this system is to always have something fresh to

display. However, the retail specificity is to sell in small quantities. At Bigoodi,

customers can purchase and receive personal advices about the products. If

necessary, it is possible to exchange items (clothes, accessories…) within 14 days

with a till valid receipt. Sale items are not returnable or refundable.

III. MY WORK EXPERIENCE AT BIGOODI

A. INSTRUCTIONS

At the beginning of my internship, it was told some basic and specific rules

that all employees must adopt within the company. When you work in trade, the

customer is of primal importance. Whatever the target, young or old, they should be

all greeted and receive the best service possible. During their visit at Bigoodi,

families must have a pleasant time. For this create a friendly atmosphere by offering

a drink (a tea, coffee, glass of water), a comfortable seat while their child is being

pampered. It is also important to have a conversation with customers in order to

create a climate of trust. And never forget to offer a lollipop or coloured pencils –

according to parent’s consent– to a full service. Another essential advice that

concerns the clientele is booking appointments. Each appointment registered in the

system must include the name, surname and phone number. The company must have

the means to contact them by phone in case of problem. If the client cancels, another

appointment must be proposed for a later date. Moreover, the email box must be

often checked during the day to be able to answer quickly to client’s request.

As regards the objectives of the chosen field : sales and marketing assistant, I

learned fundamentals. The shop in which I worked was specialized in retailing. One

of the major techniques of marketing consists in reorganized the shop every week.

The aim is to give the impression to customers to discover new things by moving

products. For example, it was possible to put away collections on shelves by theme

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and create a summer part with bikinis, shorts, etc. Seasonal items or those that must

be sold in priority have to be put forward to encourage purchase. Each good must

have its retail price marked, an important information for customers.

The advice most favoured by the company manager are being creative and

taking initiatives. All innovative ideas that could better the concept were welcome.

They also prompted me to be as active as possible through various missions.

B. FUNCTIONS

Throughout my work experience, I had the opportunity that they entrusted me

with various tasks in line with the chosen field. With the passing weeks, more

important missions were given to me and sometimes I worked to a deadline. My

missions can be classified in the following way : the common missions and those

aimed at a marketing approach.

THE COMMON MISSIONS

The common missions correspond to the tasks that must be quickly acquired to

run the boutique and be efficient in the team. Some of them are usual things or

details that we are used to see in any shop. First of all, welcome the guests by

opening the door and saying hello are the basis. The large majority of clients have

pushchairs so it is necessary to help them when they come and leave the salon. Then,

I had to answer the phone to book appointments. Each appointment registered in the

system should have the child’s name and surname, the phone number, the service

required and the age. To help the hairdresser or when a product was sold, I was in

charge to take payments. New customers would fill a form to receive the Bigoodi

newsletter and receive their loyalty cut card. Moreover, I had to check emails several

times a day to reply to client’s needs and be in contact with the managers. It was very

important to well manage these two communication tools, phone calls and emails, to

produce an effective work. Moreover, when the managers needed to send letters or to

get some change, I was asked to go to the post office or the bank. In General, I had to

go to the bank once a week to replenish the till.

20

A MARKETING APPROACH

In this part, the following missions aimed to give me an overview of the

marketing profession. The first recommendation was to know the brands and be able

to identify their products. So, I had to master the brand names, their features and

collections. This knowledge is fundamental to promote a good but also to advice or

help the client in his or her choices. Likewise, I had to learn about the price range set

by the company. I have observed that prices are not fixed and can vary according to

the period or to fit competition’s prices.

Once a week, new items were delivered to the shop. In order to work as a team,

I was trained to manage the arrival of new goods. When an order was delivered, the

first step consisted in check and double-check to be sure that all products and

quantities were right. If everything was ok, the selling price had to be written on each

item before displaying the collection in the shop. The second step was to register

order details in the system. All new items with their prices and quantities should

appear in the Salon Clarity software and in the stock document. Salon Clarity was the

software used to make payments, on which all products were listed and also

appointments booked. Every Thursday, I worked with the manager, Sarah Gavin, to

update the stocks on Excel. I had to check with her the products sold during the

week, the stock left and add new items to the corresponding brand. The stock control

requires a regular and precise work. This part of my work experience is the one that

most interested me as I learned all the procedure from the delivery to sale.

The same manager entrusted me with a marketing project that consisted in

listing the main qualities of each brand or product. The aim was to improve the sale

of a product by emphasizing to clients its best advantages. Moreover, I was asked to

take some pictures of new summer collections for the newsletter. A minor task that I

liked to do as it was a kind of contribution to the Bigoodi promotion.

Other responsibilities directly linked to marketing were assigned to me. I

contributed to the shop promotion by distributing leaflets. When the shop was calm,

my main mission was to leave flyers on car windscreens, in mail boxes or also in

shops, nurseries and schools. When the weather was nice and people were in Parsons

Green Park with their children, I met them to talk about the concept and give a

21

Bigoodi leaflet. This allowed me to be in contact with the locals and to collect some

opinions about the concept. Besides, understanding guest’s motivation when they

come in the salon, I was given some questionaries for market research. In this

questionary, different parts corresponding to the shop sections (hair salon and retail)

asked people about their wishes, needs and future expectations. The point is to

improve the concept and satisfy even more the clientele.

C. DIFFICULTIES : HOW I OVERCOME THEM ?

As novice in a foreign company, I experienced difficulties that allow me to

surpass myself to reach the manager’s expectations. With a strong determination, I

could improve my professional experience and gain confidence.

When you work abroad, the first difficulty is speaking fluently the language as

well as to be quickly adaptable to the rhythm of work. Indeed, I have noticed a slight

gap between the English level I have at the university and my ability for expression

in the country. As a result, it was rather difficult to be a good conversationalist with

English clients. I was more at ease to speak with the French to know their own

experience in England, or people from other nationalities. After a while, I found a

means to strike up a conversation with any customers. For example, I asked them if it

was the first time they came in the salon or if they have already joined in a birthday

party and their opinion about Bigoodi’s concept for children.

Dealing with the phone was rather complicated the first few weeks of my

internship. I had to get used to manage a phone conversation in English : understand

the client’s request and answer as clearly as possible. I had to be confident and act as

a professional with clients. However, I have gradually got into the habit of answering

the phone and asking clients to repeat when I couldn’t understand. After eight weeks,

I was able to call back or leave a text mail without any problem.

The continual shop reorganization was not an easy task. In fact, the retail area

has a big quantity of goods for a reduced space. Try to find different arrangements or

a strategic place to put forward an item required a good organizational skill.

Furthermore, until they create a special space for retail at the entrance, goods were

displayed all over the shop. It was rather difficult for me to familiarize myself with

22

this section. The cloth collections gathered in the vintage wardrobe belong to

different brands and offer several baby and kid’s sizes. Here, the difficulty was to be

able to keep in mind the sizes provided by each brand. To make easier the task, I put

away the wardrobe by size so that when somebody asked for a specific size we could

directly offer the right clothing.

A problem that I had to face was some customer discontents. The haircut prices

were often controversial, above all when it came to a boy’s cut. In general, parents

complained that prices were too high for a kid’s hair salon. Most of the time, little

boy’s mothers pointed out that the cost they paid was unfair. According to them, it

should be lower as compared to a girl’s haircut, since a boy’s does not require the

same service. In that case, I only thing I could do was to tell them that I would pass

on this complaint to my manager.

IV. THE BOOM OF CONCEPT STORES FOR KIDS

A. WHAT IS A “CONCEPT STORE” ?

The notion of “concept store” is quite broad as it covers a category of shops

providing a variety of services. It is usually an independent retail store specialized in

a new generation of offers focused on a theme such as clothing, decoration, health

and luxury. Thus, a wide selection of exclusive brands and products are originally

displayed in the boutique. These stores can target a specific market according to their

specialized field. To sum up, a real “concept store” is distinguished by its market

target and environment.

B. CONCEPT STORES ABROAD

I decided to do my research in successful concept stores for kids in the United

States, Italy and Le Marais in Paris. From these different places the Bigoodi founder,

Clemence de Crecy, was inspired to create her own boutique. This approach of

foreign concept stores is aimed at having some knowledge of this business at an

international level. Therefore, to have a wider view of the Bigoodi concept store

origin, I focused first on children’s hair salons in the United States and Italy, and

then on the trendy boutiques in Le Marais in Paris.

23

UNITED STATES

The Children’s hair salon industry in the United States was expanding so fast

that it was established as a market leader at 5 billion dollars. According to the 2000

census, over 52 million American children from 0 to 12 have on the average 8

haircuts a year. A vast majority of businesses specialized in kid services have

emerged in the 1990s. In a childlike universe, these innovative concepts do

everything in their power to ensure that the little guests enjoy a unique and an

amusing experience.

The following concept stores have several locations across the country and

provide similar services with a few exceptions. Sharkey’s Cuts for kids is the salon

having the most important expansion since the company is also located in Canada,

United Kingdom and Ireland. Inside of structures fitted to children’s needs, people

always find an environment with styling chairs, televisions, PlayStations and a

playroom. In this sector, Snip-Its was one of the first to have turned traditional hair

salon into a magic world for kids. The first Snip-its salon was launched in 1995 after

two years of development. The result is a hair salon with amazing characters, games

and stories, special products for kids. Specialized in hair care, they all offer shampoo,

haircut, blow-dry, styling, fringe trim, etc. For the baby’s first haircut, parents can

choose the special package and receive a lovely certificate. Some of these salons

have decided to extend their services to parents and for instance, this is the case of

Pigtails & Crewcuts.

However, what make these American chains successful concept stores ?

Diversification and innovation in services are the main factors. In addition to a hair

salon area, the shops provide additional activities making them popular. In the

continuity of care, manicure or pedicure and makeovers are adopted by little girls.

The transformation consists in a slight make up on a theme of her choice. And when

it comes to a special occasion, glitter and fashion accessories can be added. In the

Cartoon Cuts salons, children can ask for ear piercing but this service is not

available in all shops. Besides, birthday parties are a very attractive offer. Among the

suggested themes, the most commons are : glamour, princess or rock star parties.

Usually, every package includes a VIP treatment, activities and goody bags. An

option of the Sweet and Sassy stores for birthday parties that I found particularly

24

original is the Limo Service. On board of the Hot Pink Limo, the star of the party and

her friends will enjoy a 15-20 minute drive. At least, people can find in some of the

franchised concept stores, a retail section with hair products or accessories, jewelry

and toys. For example, the Shear Madness shops have a boutique retail that

represents nearly 35% of the total revenues.

Other independent concept stores that provide the same services can be

mentioned. Ama Kids is a children’s hair salon and clothing boutique located in

Texas. Its retail area offers classy products from specific brands such as Charms

bracelets, Morgan & Milo Shoes, Giddy Giddy Hairclips and Blue Juniper Clothing

Line. More traditional, Kids Fun Cuts is only focused on haircuts and ear piercing

for children and adults. The Monkey Dooz salon welcomes its guests in a Jungle

universe ! From haircuts to parties, everything has been elaborated to dive kids into

this suggestive ambiance. A lot of packages designed for the young with adults are

offered as Mommy & Me Spa Retreat (massage and manicure) or Glamour Girl Glitz

(makeup and manicure).

In a market as highly developed as United States, concept stores for kids are not

restricted to the companies mentioned above. However, these business models have

largely influenced Europe’s children industry.

ITALY

On the European market, Italy is one of countries where the American trend of

children’s hair salons has developed fast. Not as impressive as those in the United

States, the new Italian concept stores took up the same characteristics as the big

American chains.

IL MONDO DI MAPY’S

Il mondo di Mapy’s is the first multiservice hair salon in Italy dedicated to little

boys and girls (from 1 to 12 years old). Founded in 2011, this innovative shop is the

result of the partnership between a well-known hairdresser from Tuscany, childhood

educators, communication and marketing experts. The partners fitted requirements of

this concept store to develop the business in the country.

25

Inside the salon, the decoration was specially designed to create a positive

feeling in the child’s mind and a joyful effect. The walls were decorated with

colorful designs (animals, flowers, rainbows) for boys and girls. The hair salon has

styling chairs (airplanes and cars) and televisions to entertain children. The point of

sale area provides everything parents are looking for or need. Hair products

(shampoos, balms and gels), clothes, hair accessories, toys and items for gift ideas

can be purchased in Mapy’s. The company selects its brands according to the quality

level and their impact on children among which Hello Kitty, Disney, the Smurfs and

Barbie. Moreover, girls can enjoy a safe makeup thanks to organic products used.

These cosmetics for kids taste of fruits and sweets. A playroom with toys and cartoon

films is made available for toddlers. The shop also hosts parties and takes parts in

events.

This hair salon has a franchise that encourages professionals to become

franchisees supporting them in all the necessary steps. Il mondo di Mapy’s is so

popular that new stores were opened in Prato, Pistoia, Pisa, Milan and Rome.

TATÍKIDS

In the growing market of children’s services, Tatíkids is, as it were, the Italian

version of the Bigoodi shop. In 2012, a mother of three kids decided to launch her

hair salon in Milan. Sharing the same motivations as Clemence de Crecy (the

Bigoodi founder), she decided to set up the Tatíkids Company in only three months.

The purpose was to create an environment where children and their parents can feel

secured and cared for. At this place, adults have the opportunity to enjoy a moment

of relaxation. Mothers can have a hairstyle, a manicure or purchase some clothing

and accessories for her child. Fathers can have a haircut.

To make this hair salon a concept store, the founder elaborated a simple

interior decoration (a blue sky ceiling, white birds and marguerites on the floor) and

a variety of services. The shop has a playroom for toddlers, a retail space and hosts

girls’ birthday parties (from 8 to 12 years olds). The clothing collections from

English and French brands are colourful and fanciful. All pieces are made from

organic fabrics and selected for their quality. Tatíkids has only one shop in Milan but

this ambitious mother plans to expand her concept store in northern Italy.

26

The children’s industry in Italy can now also benefit from innovative hair

salons. However, the definition of a concept store is so wide that is it possible to

mention the Italian boutiques Babyccino or Brebì specialized in children’s fashion

world.

FRANCE : LE MARAIS IN PARIS

Clemence de Crecy said : "I wanted to take influence from the trendy and

exclusive boutiques of Le Marais in Paris. The goal was to create a unique concept

store for kids2”. From these words, I have decided to take interest in this place,

especially in the shops. In Le Marais, concept stores that target a young clientele are

more specialized in retailing. The boutiques I have chosen to describe have a style

very different from concepts based on children’s hair salons. Through this approach,

the objective is to discover another side of this business as well as learn more about

retail activity.

MERCI

Opened in 2009, Merci is a Parisian concept store that collects a vast variety of

high-quality products and places to eat. Located at the heart of the historical quarter

of Le Haut Marais, customers will find everything they need thanks to several kinds

of departments. The fashion area is made up of a range of Bonpoint clothing for kids

and collections for adults created by new brands or famous designers. The men’s

fashion section is designed like a changing room. In the beauty corner, the points of

sales reflect a specific environment. Thus, body and hair products are displayed on a

fountain counter whereas fragrances on a laboratory bench. The shop has spaces

dedicated to design and decoration for the home. Each room is staged according to

the products. Merci also has two cafés and one restaurant. Moreover, the company is

committed to giving to charity supporting education and development projects in the

southwest of Madagascar.

BONTON

Bonton, an innovative concept store dedicated to children, was launched in

2001. This three floor boutique accommodates a retail area (clothing, shoes, toys and

accessories) as well as a hair salon. The main strength of Bonton is a complete

2 From the Hairdressers Journal Interactive article.

27

knowledge of children’s fashion. The brand provides basic and creative clothes made

from sophisticated fabrics. In addition to the clothing department, other collections as

home textiles and furniture can be viewed. Parents can also find different accessories

for their child including bibs, belts, scarfs, shoes, bags, swimsuits, hats and

sunglasses. In each range of products, the Bonton style is colourful. Four other

boutiques were opened in Paris : Bonton Grenelle, Happy Bonton, Surplus Bonton

and Bonton Bazar.

LIEU COMMUN

The concept store Lieu Commun is the result of collaboration between the label

F communication (a music industry), the industrial designer Matali Crasset and the

cloth designer Ron Orb. In this unique place, fashion, design and music goods are

mixed. The shop offers a wide range of fashion collections to suit individual’s style.

Lieu Commun welcomes the new collection for kids, Picoland, designed by Matali

Crasset. As regards the design corner, various models will delight the decoration

lovers. From furniture to accessories, they will find unique and original products

such as bold chairs, cushions with extravagant patterns or other unusual items. The

boutique also sells jewelry, books and traditional toys for toddlers. Furthermore, Lieu

Commun is an environment-friendly company.

In the capital city, concept stores have become a real trend that attracts parents

and children. The number of boutiques gathering the most unique services and

products is growing in Paris. Among children’s boutiques, the following are seen as

the best. Bonpoint concept store is a lovely place where parents can purchase clothes

for their child and relax in the café or French garden. Its main feature is the classic

interior decoration with vintage furnishings and outfits hang-up on the walls.

Installed in a renovated garage, Serenpidity is a boutique specialized in vintage

children’s furniture. This concept store is characterized by a set of contemporary

design, decoration and second-hand furnishings. To be closer to toddlers nice toys

are displayed all over the shop. Le Petit Bazar is another concept store that includes

a retail boutique, a café and a special space for activities or birthday parties. A vast

selection of goods for kids are available : clothes, toys, school stationary, decoration

and nursing products. In addition to this, the company provides additional services as

birth list, gifts ideas and decoration tips. The Bazar café has a playroom and also

28

hosts events. The whole offer of Le Petit Bazar is environment-friendly with organic

products from fair trade or eco-responsible designers.

C. CONCEPT STORES IN UNITED KINGDOM

In the United Kingdom, children’s industry was not as developed as in other

European countries. Several factors could explain this gap : low birth rate, lack of

demand and child’s care. Today, concept stores for little girls and boys are becoming

increasingly important in London and surrounding areas. To have an approach of this

market in the United Kingdom, I decided first to focus on two big children’s hair

salons and then to compare the other existing stores in London.

BIG CHILDREN’S HAIR SALONS

TROTTERS

Trotters was the first concept store for kids to open in London. In the early

1990s, this family business launched its revolutionary store : a space with a vast

range of unique products and a hair salon. The shop was immediately successful and

the family demand was so important that a second point of sale opened two years

later.

Since the beginning, the main strength of the company was to maintain its

commitments : high quality products at affordable prices, a professional team

(hairdressers, shoes fitters and salespeople) and customer satisfaction. The Trotters

shops have different areas dedicated to hairdressing, accessories, clothes, shoes and

toys. The most popular section is the clothing one since this concept store is first a

retail boutique. People discover pieces from exclusive brands. The hair salon is not

the major activity of Trotters. When people come in this place, they are interested in

the toy department that displays a large selection of books and educational games.

Services provided by the company have never changed, they have just been

improved as time goes by. Trotters currently has 6 shops in the area around London.

TANTRUM

In 2007, Tantrum was launched in Kings Road, one of the best shopping streets

in London. This children’s hair salon is considered as the main competitor of

Bigoodi by Clemence de Crecy. The shop is divided in two parts : the “Moon” area

29

for kids up to 7 years old and the “Vogue” area for those aged 8 and over. These

spaces were designed according to the child’s age and needs. On the moon theme,

the ground floor has a night-sky ceiling, a train set, a huge mirror and a playroom.

The walls are decorated with fairies, princes and castles. The “Vogue” area is located

in the basement. Inside of this glamour environment, kids can enjoy a juice bar, a

games room and a nail bar. Each salon has styling chairs and flat screen televisions.

In these two different universes, the service provided is the same. Clients have

their hair done by experienced stylists. The first haircut package is only available in

the “moon” space. In addition to the hairdressing and nail art services, the store hosts

birthday parties. Tantrum offers a large selection of party packages : the Classic for

toddlers, the Fairies & Princesses for little girls, the Tropical or Tantrum at the

Movie parties, and the Pamper or Pijama parties for older girls. According to the

theme, different fancy dresses, services and activities are provided. At this place,

customers can purchase Tantrum hair products, hair accessories, makeup, safe nail

products, body glitter or jewelry. This exclusive range of hair products was

elaborated from parents’ and children’s desires. The Tantrum shampoos, conditioners

and detanglers can also be found in Asda and Sainsbury’s stores.

Behind this business, there is a fundamental cause : the charity “Tantrum for

kids”. The founder is committed to giving profits to schools and hospitals throughout

the United Kingdom. The next step would be to expand this concept store over the

country in order to raise additional funds for the charity.

OTHER CHILDREN’S HAIR SALONS : COMPARISONS

New concept stores for kids specialized in hair care services have become

more important during the last decade. Bridging a gap in the children’s industry,

these new boutiques have similar offers with a few exceptions. From my personal

experience and my research, I decided to highlight the main strength of the following

salons. Mini Kin was created in 1999 by a mother wishing to improve hair and skin

care products. This contemporary store is targeting young mums and babies with its

nursery and toiletries sections. Everything parents need when they have a child can

be found at Mini Kin. Established in 2009, Happy Faces is a luxury concept store

with a hair salon and a party zone. The shop provides high-quality services in

themed-spaces. In the Ocean section, children have their hair done sitting in a model

car in front of a “crab” television. In the Candy Cane area, girls can enjoy a mini-

30

manicure in a sweet shop décor. At this place, parents can celebrate their child’s

birthday from Happy Faces party packages. Recently, special treatment packages that

include manicure and hairstyling for mothers and daughters were created. In the

Happy Faces universe, an important place is given to entertainment. Mata Mata

looks like a traditional children’s hair salon. In a simple décor, the shop provides

hairdressing and party services and also hair workshops. This educative part allows

girls to receive advice for simple hairstyles. The company charges lower prices

compared to its competitors. For instance, a kid’s haircut costs £19 and a manicure

£5.

CONCLUSION

The two-month work placement at Bigoodi was very rewarding for my

professional future. Wishing to have an experience as saleswoman and marketing

assistant, the company perfectly met my expectations. I discovered a lovely concept

store for kids with a variety of services. I learned a lot about retailing, a trade field.

The shop diversification permitted to do the marketing mix of Bigoodi both on

products and services, a positive work for me. Furthermore, I could improve the way

to work in the company and reach the objectives thanks to managers’ continual

training. Work in a childlike universe helped me realized the strong demand in

children’s services. For example, the United States hair or beauty salons for children

have been highly developed for a long time. In Europe, this phenomenon is quite

new but successful in France and Italy. In the United Kingdom, these new concept

stores have developed in the last decade. In London, the first children’s hair salon

opened its door in early 90s. Since then, new stores have opened in the capital and

the surrounding area. However, in a conservative country such as the United

Kingdom, an issue is arising about concept stores that boost the children’s treatment

market : Pampered kids do not grow faster ?

31

WEBOGRAPHIE

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33

APPENDIX 1 : AIRPLANE TICKETS

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APPENDIX 2 : FREE NAILS WITH LITTLEBU

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APPENDIX 3 : BIGOODI FIRST ANNIVERSARY