At the end of COVID, tourism struggled to restart, and the image of Galeries Lafayette among a younger French audience was significantly tarnished. They didn't consider this department store modern but rather a destination for tourists. So, how to recreate desire among the new generation for the iconic Galeries Lafayette department store?

We loudly reaffirmed the status of Galeries Lafayette as an icon of fashion and creative daring. Therefore, we created an entirely new territory based on a vision of fashion driven by joy. This territory was expressed in a 360 campaign with a return of the brand on TV with the codes of a grand spectacle, making the brand, the greatest of department stores. Moreover, throughout the year, in the commercial animation plan, instead of advertising different brands, we highlighted the status of Galeries Lafayette as a creator (vs. distributor). For each operation, we showcased a haute couture creation made for Galeries Lafayette: transforming communication into fashion statements, social networks into artistic performances, and catalogs into true magazines.

• The most popular and appreciated department store among people under 35.
• +10% of French customers
• +8% growth between 2022 and 2023
• +250,000 customers on loyalty card