Credits: Article and images by Troy Barmore @ Revolution Watch Magazine. See the original article here - https://revolutionwatch.com/a-lange-sohne-salons-boutiques/
“What we didn’t understand is that it was the same client who asked three, four, five different points of sale. They all took him or her as a serious client and interested in that watch. That was the feedback we got. We accumulated the feedback and as we have a very restricted capacity, we allocated too much capacity to one watch.”
Clear Heads Prevail
Anytime a company decides to pull back from some or all of their authorized dealer relationships, they are often met with suspicion, resistance, or outright revolt. But motives matter, and while intentions can be communicated to varying degrees of success, it is often only with the luxury of perspective that we are able to actually understand whether or not something was a good idea.
As much as it may pain us to admit, the structure of a widespread authorized dealer network may not always be the best system for a company to follow, for either the company or for the customers themselves. While it can be easy to bemoan the idea that a collector needs to buy directly from a brand instead of their AD, when the reality and availability dictates that one must canvas multiple ADs to get an allocation anyway, no one wins.
In an effort to restructure and strengthen their relationships with their end consumers and collectors, specifically, Lange has established a three-pronged retail approach comprising Flagships, Boutiques, and Salons. A few months back, the first Salon in the US was opened in San Francisco, with an invitation sent to existing customers in the Bay Area.
Credits: Article and images by Troy Barmore @ Revolution Watch Magazine. See the original article here - https://revolutionwatch.com/a-lange-sohne-salons-boutiques/