Pretty Well Chosen

Eclec tic /Zurich . One can certainly say that Bettina Müller opened the first concept store of this kind in Zurich. She has stayed true to her individual concept for the last twelve years - with considerable success.

Text: Dörte Welti. Photos: Eclectic, Helen Benisch, Dörte Welti Rarely is a shop name as descriptive as in Eclectic’s case. The name derives from the Greek term “eklektos”, which means utilising individual methods from various closed systems. Accordingly, Eclectic is a concept store that draws inspiration from various fashion styles to combine what the owner and her customers love. Bettina Müller has always been an expert at enhancing her life by picking the best elements from all sorts of areas. The Zurich-born businesswoman first completed her training as a fashion artist, then acted as purchaser for a department store for three years in order to get to know the business angle of the fashion world, spent another three years putting together complete outfits as a visual merchandiser at Esprit in Zurich, and finally became self-employed as a freelance graphic artist designing prints for knitters and T-shirt producers. Seeing that she always strives to give 100%, she then put her globetrotting lifestyle on hold after giving birth to two children within a year (not twins!). During a trip to New York Bettina Müller came across the fashion of Morgane Le Fay. Suddenly it all made sense. She decided to put all her eggs in one basket and decided to transfer the idea of a concept store that was, until then, only known in the US to Zurich. Now it was time to give the new baby a name. “I saw the term eclectic on a menu in New York”, Müller remembers. “I liked the word and its meaning was a perfect fit for my store.” Mueller then encountered Alberto Barbetti, an astute businessman in the fashion industry, and founded Eclectic Lifestyle with him. The new company even managed to launch its own collection, which was produced in Switzerland, within the first few years. Today, the only remaining part of that collection is a range of knitted products. However, the store focused its attention on fashion labels with very differing styles that come together to form a coherent unit - quite an achievement! At the beginning, lifestyle and home accessories complemented the core product range. Bettina Müller no longer needs to worry about market acceptance. Her customers, overwhelmed by the rather monotonous fashion retail environment in Zurich, welcome and understand the idea behind a concept store. “The term ‘concept store’ has become somewhat diluted”, Müller regrets. “There’s nothing unique about it anymore, but I guess that’s the course of time.” Bettina Müller opened a second branch - also named Eclectic, but focusing on business fashion - together with her business partner in November 2013. “I

At Eclectic customers find non-seasonal fashion for all occasions, even weddings. regularly had women in my store who wanted me to put together a completely new wardrobe for them”, Müller explains the move. “But until now I was mainly seen as a shop for elegant fashion, even for bridal fashion and evening dresses. That was my spinal cord, so to speak. I had earned a name for offering non-seasonal fashion for special occasions.” Müller now hopes to expand her reputation into the business fashion segment. The established core target group, which is between 30 and 50 years of age, will surely welcome this development just as much as the next generation, which already regularly frequents the first store. This is part of the concept; a concept that will prove to be a success.

Eclectic

Werdemühlstrasse 7, 8001 Zurich/Switzerland www.eclecticshop.ch Opening: February 2002 Owners: Bettina Müller, Alberto Barbetti Employees: 6 Sales area: 180 sqm Fashion brands: 19-70, 1one, Akira, Amelia Toro, American Colors, Antoni & Alison, Antonio Marras, Autumn Cashmere, Clu, Genetic Denim, Giles, Herno, Mackintosh, Majestic Filatures, Mantu, Matta, Minä Perhonen, Monika Varga Milano, Monoplaza, Morgane Le Fay, Pauw, Pazuki, Rada, Rag & Bone, Rebecca, Taylor, Rosso 35, Samantha Sung, Seventy, Rue Blanche, Sibel Saral, Siyu, Sphere One, Stills, Y-dress, Zero by Maria Cornejo Accessories brands: Agnelle, Antipast, Barbara Agnes Scarfs, Barja, Franco Ferrari, Kotur, Minä Perhonen, Neri Firenze, Rada, Zilla Jewellery brands: Chan Luu, Laurent Gandini, Maria Calderara, Stephanie Schneider Shoe brands: Antonio Barbato, Dove Nuotano Gli Squali, Esquivel, Rose’s Roses, Seventy Lifestyle brands: Gravel Cologne, Histoires de Parfums

Fresh flowers, an eye-catching chandelier, and - naturally - fashion that grabs attention: the foyer of Bella Donna.