Fashion First

Fashion First.Fashion Fifty-6/Saarbrücken.

Romy and Max Schoenberg have sufficiently proven their expertise in terms of footwear in their Fifty-6 shops. Their new store, Fashion Fifty-6, proves that they are equally at home in

the fashion world. Text: Nicoletta Schaper. Photos: Fashion Fifty-6

Focus on fashion before focusing on shoes. The Fifty-6 shoe shops were based on the aforementioned approach right from the start. Romy Schoenberg, who is the buyer, has always opted for gaining a comprehensive overview of the newest trends at international fashion shows before selecting shoes to match those trends. It was therefore only logical to complement the overall concept by adding a fashion store for women in 2008.

Make the People Happy

All the shops run by Romy and her husband, Max Schoenberg, are located in Saarbrücken’s pedestrian zone off St. Johanner Markt. They complement each other’s products range and build on each other. The oldest of the four shoe stores was opened more than 30 years ago. This gives an indication of how good the Schoenbergs are at what they do, especially in times when shoe retailers are under a lot of pressure. In terms of strategy for the women’s fashion store, Romy Schoenberg remains true to her initial motto: “Make the people happy”. Her sense for trends is an essential element of her success. She also harbours a lot of passion for her chosen

Romy Schoenberg, the owner of Fashion Fifty-6, operates four shoe shops and two fashion stores in Saarbrücken together with her husband, Max Schoenberg.

profession. “Everyone can buy from us, we want to make everyone happy”, Romy Schoenberg says. While an older customer may seek leather trousers by Utzon to combine with a sweater by 81 Hours Cashmere, her granddaughter is after a pair of jeans by Closed to combine with a blouse by Custommade, complemented by a knitted coat and a hat by Hat Attack. The style is casual and sincere; there is always a surprising combination option in stock. The outfit approach and quality are paramount for Romy Schoenberg. She doesn’t base her decisions on short-term trends. Romy Schoenberg doesn’t shy away from basing a product range on fairly unknown brands that can’t be found in many other stores, thereby evading common comparability. Her taste can be described as Mediterranean and Francophile, but she is also open to typical Scandinavian elements in terms of colours, shapes, and trends. Max and Romy Schoenberg travel three months per half year. All brands are put to the test every season, which means that they introduce quite a lot of new brands on a regular basis. “I want my product range to consist of products that make my customers more beautiful, not merely of products that sell well”, she explains her approach. Last but not least, the store’s atmosphere is dedicated to making the customers feel welcome and at home at all times. For example, an older lady will not be advised by a very young saleswoman, but by an assistant who can advise her at eye-level and make her feel understood. Personal service is a top priority; shoes to match an outfit will, of course, be brought in from the other stores to enable customers to see the full picture in the mirror. 140 square metres of the store are dedicated to fashion, while an additional 70 square metres are reserved for changing rooms that resemble a classic boudoir. The clientele appreciates the generosity in terms of space, especially the children and men who are willing to wait even more patiently than they usually would. “If you want to operate a good store today, you need three things: the perfect shop, the perfect product range, and perfect service”, Romy Schoenberg explains. “In the past, it might have been sufficient to tick one of those three boxes, but today all three factors need to come together. There is no other way to be successful.”

Fashion Fifty-6

Bahnhofstrasse 10, 66111 Saarbrücken/Germany www.fifty-6.eu Opening: August 2008 Owners and managing directors: Romy Schoenberg, Max Schoenberg, Franz Tinnacher Employees: 6 Sales area: 200 sqm Brands: Among others 81 Hours, Anni Carlson, Bazar de Luxe, Better Rich, Bloom, Brasi & Brasi, Cambio, Closed, Custommade, Day, Essentiel Antwerp, Hugenberg, Johnny Was LA, Kudibal, Please, Munthe, Rude Riders, Steffen Schraut, Vila Gallo Accessories brands: Among others Altea, Chiara Ferragni, Gaterina Lucchi, Gianni Chiarinni, Headless, Plomo o Plata

At Fashion Fifty-6, a welcoming atmosphere is of paramount importance. The focus lies on brands that cannot be obtained everywhere; this strategy is pursued for the shoe and fashion stores alike.