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PERSONAL OFFICE
In 2028 Legend New York is the most famous and most expensive global brand in the beauty industry. It is a network of more than 100 salons of various formats, which are united by a detailed common concept of parallel services, which allow to save customers time and receive services of the highest quality, which is essential for the residents of modern megacities. Moreover, Legend New York has a reputation of the most innovative project in the industry and over one million loyal customers around the world.
Author: Elena Mahota
Published: 29 Jan 19:45
The founder of Legend New York Elena Makhota was a senior banker for 14 years before becoming a founder of her own business in the beauty industry. Elena studied in the US, traveled extensively throughout the country and in New York City peeked...
Not necessarily related to the questions asked, but simply reflecting the thoughts and feelings of all people who like Legend New York and who want to speak out.
To build a branching global network of Legend New York salons can only be possible through franchising. And this task requires finding full and effective answers to the following questions:
We will be grateful for the help in finding these answers.
This question is partly the continuation of the fruitful discussion regarding the format of the premium salon. However, in many cities there will be no premium salons, but the issue of premium servicing of wealthy clients remains. How to ensure the inflow of a significant number of wealthy clients to Legend New York salons and their retention as regular clients because of unique exclusive services and marketing steps?
For today, the obvious target audience of LNY salons are women. The goal is to increase the number of clients and income by 50% at the expense of family members of regular clients of the salons. There are significant obstacles to solving this problem. The first obstacle is that men are not particularly inclined to visit beauty salons, and even less to receive several services. The second obstacle is that many women would like to hide from their friends or boyfriends both the costs of visiting beauty salons, and the very nature of the procedures. How can we find an effective solution to this problem, allowing to bypass these obstacles and limitations?
Lush mustaches and a thick beard-this is for many men an object of dreams. Someone lacks puffiness and density can be masked by special methods of caring for these parts of the hair covering. If the salon achieves success in this type of care - with positive feedback from customers that will become widely known - it will be a very good reason to come to the salon from afar. Relaxation and luxurious attention of the staff, when several masters simultaneously conduct also other types of care (pedicure, hand care, etc.) - and also a pleasant atmosphere and a particularly comfortable accommodation on specialized furniture - all this together will create a whole complex of attractiveness for men. A man will visit such a salon as a favorite place of relaxation, even more often than the need for care services "mustache-beard."
At the previous stage of the discussion, an interesting idea was expressed that the chain of Legend New York salons needs a mascot. Let's develop it to the detailed solution - we will think up what it should be for a mascot, how to use it to increase the number of clients and the brand's value and come up with related legends.