History and brand positioning
Created in Paris by John Casablancas and Alain Kittler, Elite Model Management will celebrate his forty years in 2012. Originally, it was a modeling agency which, according to its President present Bernard Hennet, chose immediately to have "a strategy of network with very high positioning of range." Present in 55 countries, Elite hosting since 1983, a models contest that receives up to 4 million entries per year. "This competition has allowed us to obtain a very significant notoriety rate." We we're therefore launched in the franchise in 2009 based on a range of products and accessories created for the occasion. "This resulted in the birth of Elite Beauty Studio and Elite Models Fashion, beauty and fashion accessories spaces where design and products attempt to recreate the glamour world of dummies. Customers can there be makeovers by a "Beauty coach" or more traditional benefits studied by Elite (as Elite facial or even the Elite Make up Bar) and even take courses to learn how to "illuminate".
How have you adapted your brand to the franchise
"After a study of the aesthetics and hairdressing markets, we are launched in the franchise with the intention to expand the universe of the brand to become a network very, says Bernard Hennet." We then began by identifying a partner of the universe of beauty and asked him to create a range of "services of beauty". The first centre of beauty Elite Beauty Studio is thus born! The franchise allows us to partner with the best specialists in the categories and areas that we want to reach to develop all our network while retaining the DNA of our brand. The franchise, we bring together all the products in a same universe.
Why the franchise as a mode of development
From the President of the group, Elite Beauty Studio is a way to fill a gap by proposing a "brand created for women, which has the advantage of being generator of beauty." The public we know already because Elite is a living brand and we frequently organize communication operations. The exemption allows us to maintain regular reports with our partners and offer the same accessories and the same quality of service anywhere in the world. To do this, we propose an accompaniment of quality expertise available to our franchisees our whether to search for a location, the inauguration, supply, communication or good works every day of the shop.
How you build your development
"We have opened our unit pilot Elite Beauty Studio in 2009.". Today, we comptons three own shops. April 2009 saw the opening of an Elite Models Fashion boutique dedicated to Dubai fashion accessories. By the end of the year, we will open five stores Elite Models' Fashion in China and two in the Philippines. The opening of five shops of fashion accessories Elite Models' Fashion is under current France 2011. Profile of our partners, we are very involved people who have great knowledge of the universe of fashion and beauty and who already have a recognized experience in this medium. But what we want to first of all, they are people convinced by our concepts.
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