Assouline Brand Report by valeria meier

ASSOULINE

CONTENTS 1. Brand Introduction 1.1 About Assouline 1.2 Brand Proposition 1.3 Brand Philosophy 1.4 Brand Identity 2. Brand Audience 2.1 Consumer Profile 2.2 Consumer Moodboard 3. Brand Visual Analysis 3.1 Collections 3.2 Stores 3.3 Packaging 4. Brand Communication 4.1 Brand Touchpoints 4.2 Brand Collaborations 5. SWOT Analysis 5.1 Strengths 5.2 Weaknesses 5.3 Opportunities 5.4 Threats 6. Competitor Analysis 6.1 Positioning Maps 6.2 Competitor Store 6.2 Competitor Website 6.3 Competitor Brand Communication 7. Bibliography

ASSOULINE 2018

1. BRAND INTRODUCTION 1.1 About Assouline Assouline is French brand, which describes itself as the first brand in the world dedicated to culture and lifestyle. It was established in 1994, when Martine and Prosper Assouline decided to dedicate a book to show the history of “La Colombe d’Or”, resulting in their first publication. They open their first office in Paris, 1995, and throughout the following year they publish their first a collection – The Memoir Collection - with the most influential people in art, fashion, design, architecture, and gastronomy. Following its astounding success, French Vogue dedicates an article to the family, remarking on their magnificent work and products, which results in Assouline’s recognition spreading around the world. Throughout the following years, they create special editions with Chanel, Goyard, Coach, and other recognized brands, establishing its identity as a luxury brand. Furthermore, they open their first stand-alone boutique in Saint Germain des Pres, in Paris,introducing their new décor concept and library accessories line, instituting Assouline not only as a bookstore, but as a lifestyle.

ASSOULINE 2018

1994: Martine & Prosper Assouline publish their first book, “La Colombe d’Or”

1995: Open their first office in Paris and publish The Memoir Collection ASSOULINE 2018

ASSOULINE 2018

1997: French Vogue dedicates an article to the Assouline family

ASSOULINE 2018

1999: Assouline opens first office in New York

2003: Bergdorf Goodman dedicates a window in 5th Avenue and a corner in-store to Assouline

ASSOULINE 2018

2014: Maison Assouline opens in London to celebrate the brandâ&#x20AC;&#x2122;s 20th Anniversary

ASSOULINE 2018

2009: Assouline opens its new stand-alone store in New York featuring its latest library line accessories ASSOULINE 2018

2006: Opens first stand-alone boutique in Paris, debuting their new dĂŠcor concept SAMUELS

2005: Fashion Group International honors Prosper Assouline with Fashion Oracle Award 9

1.2 Brand Proposition Assouline promises to provide to the growth in the world of luxury, fashion and design. It guarantees to supply everything needed to uncover a world of great taste and culture, as well as to build a contemporary library, offering beautiful books, scented candles, interior dĂŠcor, and further related items exclusive to the brand. 1.3 Brand Philosophy The Assouline brand believes in offering intellect, excitement, tradition and innovation through the highest quality books and items. It is a brand that stands out because of its level of sophistication in book publishing, its exclusive collaborations, and because it continuously promotes art, fashion, culture, and design.

1.4 Brand Identity

Books are wrapped in exclusive white matte wrapping paper and sealed with the signature red wax seal They follow and support traditional techniques of hand binding

Unique

Contemporary Exclusive

One-of-a-kind books

Tasteful Traditional Offers high-quality books and items Believes in craftsmanship Luxurious

Their boutiques express the high-class lifestyle the brand is associated with

Offers special editions and luxury items

Creative

Traditional Sophisticated Classic

Detailed

The brand collaborates exclusively with luxury brands

Supports art, fashion, design, and culture

High-class

High-quality Cultured Attention to detail

Elegant Reflects new level of sophistication in book publishing

Cultured

Intellectual

Good taste Luxury

Current

First brand of luxury culture

Insightful Intellectual

Supplies everything for a contemporary library

Innovative

2. BRAND AUDIENCE 2.1 Consumer Profile • Where do they live? City centre, upper-class neighbourhood • Relationship: Married, possibly with children • Socioeconomic class: Upper socioeconomic class • Could be described as yuppies or creative professionals • Where do they hang out? They enjoy going to wine bars near their neighbourhoods, to the opera, ballet, and theatre, as well as art galleries and museums. • Where do they go on holiday? They love travelling regularly, especially to New York anytime of the year. They go to Capri, St Barths, Monte Carlo, and St Tropez during summer. During winter they go skiing to St Moritz, Switzerland, or Courchevel, France. Occasionally they travel to Paris, and Vienna for some cultural enrichment. • What sort of transport do they use? They travel by car or tube. • What sort of car do they drive? They drive a Range Rover, Mercedes Benz, Mini Cooper, or Jaguar. • What sort of food do they eat? They enjoy Haute cuisine, sushi, Italian, and French food. • Activities in their spare time? On their spare time they read books, go shopping, go to the theatre, opera, or ballet, watch classic or Oscar-nominated films, visit art galleries and exhibitions, go for brunch, lunch, or tea with friends, cook, exercise, or take the dog for a walk. • How would you describe their dress style? Their style is simple, but elegant. They wear designer clothes but without showing labels or looking pretentious. They always look polished and clean, and continuously are dressed perfectly for the occasion. • What sort of stores do they shop from? They usually shop at Harrods, around Bond Street, Kings Road, Jermyn Street and Savile Row, as well as in Net a Porter/ Mr Porter.

Live in South Kensington, London, UK.

William, 38 & Anne, 34

They enjoy shopping at Harrods & Net a Porter/ Mr Porter. They travel regularly. New York, St Barths, Courchevel,...

Simple but elegant style.

A few things they enjoy... 15

3. BRAND ANALISYS 3.1 Collections Assouline has a series of book collections based on different subjects that embody the brand’s spirit. The Ultimate Collection This collection was created as homage to the art of luxury bookmaking. All books are hand-bound using traditional techniques and follow subjects such as jewelry and fashion, fine art, “The Impossible Collections”, and cultures from around the world. They are displayed in linen clamshell presentation cases and are limited edition. Some of the titles from this collection include “The Impossible Collection of Warhol”, “The Impossible Collection of Jewelry”, “Botero”, and others. Assouline

Hand b inde

Assouline

The Legends Collection This collection features titles that are the experts on their subjects and have been inspired by significant periods, artists, and high society. It features publications such as “Valentino: At the Emperor’s Table”, “The French Riviera in the 1920s”, “Oscar de la Renta”, “Cartier Panthere”, “Windows at Bergdorf Goodman”, between others.

Assouline

The Classics Collection The Classics Collection is the source of everything associated to art, design, and fashion. Some of their most popular titles include “The Big Book of Chic”, “Chic Stays”, “When Art Meets Design”, and more.

Inside The Big Book

of Chic!

Assouline

The Connoiseur Collection This collection presents everything that characterizes the best of food and drink. They offer a range of topics related to gastronomy in a contemporary style and affordable prices.

Assouline

Inside In the spirit of Miami Beach!

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The Icons Collection The Icons Collection commemorates stylish voyages, exciting adventures, and captivating individuals in “trademark Assouline style”. It also features the “In the Style of” series, with titles of destinations such as Palm Beach, Gstaad, Bali, and Montecarlo. Assouline

The City Lights Collection This collection displays Jean-Michel Berts’ black and white photographs of some of the world’s highest captivating cities. The titles include London, New York, Venice, Paris, Istanbul, Jerusalem, and Tokyo. Assouline

Assouline

The Memoire Collection The Memoire Collection presents the visual history of fashion, art, and design through over 250 titles on established names such as Marc Jacobs, Alaia, Chanel, and more. Assouline

Assouline

3.2 Stores Assouline has 13 main stores and concessions around the world

Rome, Italy Chez Dede

New York, USA The Plaza Hotel Decoration and Design Building The Mark Hotel

Venice, Italy Bauer Hotel

California, USA Pacific Design Centre South Coast Plaza

Lisbon, Portugal JNcQuoi Istanbul, Turkey Beymen Home Cevdet Pasa City’s Mall

Florida, USA Palm Beach Lima, Peru San Isidro

Seoul, South Korea Seoul

Mexico City, Mexico Colonia Polanco

Dubai, United Arab Emirates Maison Assouline Dubai – The Dubai Mall

London, United Kingdom Maison Assouline Paris, France Rue Bonaparte Le Bon Marché

Connolly

Maison Assouline In 2014, to celebrate Assoulineâ&#x20AC;&#x2122;s 20th year anniversary, the brand opened its first Maison Assouline in London. The store based in a 1922 building designed by Edward Lutyens is situated in Picadilly (A Little Bird), and counts with an extensive range of vintage Assouline books, as well as new and contemporary publications. Additionally, it offers bookbinding and a notebook personalization service, as well as leather book bags, their signature range of candles, and library and desk articles (Sissons). Inside the store, the Swan Bar provides a space to enjoy wine, coffee or tea, and dishes from breakfast to early dinner. The store altogether promotes the essence of the brand, by giving the consumer an experience of what the brand lifestyle is about.

3.3 Shop Report Where is the store located? The store is located on Picadilly, a busy, popular area in central London. It is found next to Fortnum and Mason, and a 5-minute walk to Old Bond Street, Jermyn Street, The Ritz and The Wolseley. Where are their shops generally located? Describe? Their stores and concessions are usually located on high streets, city centers, and high-class department stores and hotels. Describe the product? What is the range of products like? Their main products are books on lifestyle and culture, as well as library accessories such as candles, notebooks, bookends, and more. What does the store look like inside â&#x20AC;&#x201C; describe the interior? The store has been designed to separate subtly the shop area from the bar. It is furnished with very classic wood furniture, such as tall shelves, tables, and chairs. It has a wooden floor covered with a few Persian rugs, and the bar is painted in the brandâ&#x20AC;&#x2122;s signature dark red colour. How would you describe the layout in terms of navigation? Is it easy to navigate? Too much stock? Too little stock? The store is easy to navigate, as the layout clearly separates the shop from the bar. It has enough stock on display, but not enough available to purchase. What is the lighting like? The lighting is slightly dim, making the atmosphere feel cozier. As it starts getting late, they dim out the lights a little more, and place candles around each table in the bar. Is the environment busy? Describe. The environment is busy, even on weekdays, but still quiet. The bar is full, but everyone is soft and discreet, as well as the people shopping. What is the overall ambience (mood) of the store? Calming, vibrant, an oasis from the main street, hip, cool, modern. The mood inside the store is very calm and different from the external ambience on the streets. It makes the customer want to stay in the store and take time contemplating their products. What is the service like? The service in the store is pleasant, there are a few people on the shop floor who approach you and let you know that they are available to help in case you need anything. They wear a sophisticated black uniform, except for the doorman who wears a classic red uniform, and who opens the door and greets politely everyone that visits the store. They are knowledgeable about their products and their availability, and they also help by recommending other products, which could be enjoyed by the consumer. Is there anything that makes you want to stay in the store? Is there anything additional in the store to the main product? The Swan Bar Are there places to relax in store? Customers can relax in the bar or sit on the second floor tables and look through books.

3.4 Packaging Assouline offers complimentary gift-wrapping on all purchases online or in-store. It has a signature packaging, which consists of the books being wrapped in a special white matte gift-wrapping paper, acquired exclusively by the Assoulines, and sealed with the brandâ&#x20AC;&#x2122;s signature red wax seal. This level of attention and quality communicates the exclusive and tasteful spirit of the brand.

Signature red wax seal!

4. BRAND COMMUNICATION 4.1 Brand Touchpoints Website

The Assouline website only uses black and white colours for its layout, and expresses their sophisticated personality through its simple and elegant design. It displays high-resolution images of the products from different angles, as well as detailed information about it, in order to allow the customer to explore the items as much as it is possible online. The website is easy to navigate, as it clearly shows different labels for “New Titles”, “Books and Gifts”, “Stores”, and “Who We Are”.

Assouline

Online Purchase Experience The website is easy to navigate, to begin shopping online the customer should: 1.Add to cart the products they would like to purchase by clicking on “Add to Cart” 2.Register to create an Assouline account, using their email and password, which they can use when they order again, to review past orders, and to save items to a wishlist. 3.Fill in the information for delivery 4.Complete the payment information 5.Finally, review the order and submit it

Assouline

The website also has a â&#x20AC;&#x153;Frequently Asked Questionsâ&#x20AC;? (FAQ) tab, where the customer can find advice on navigating though the website, getting in touch, or learning more about their delivery and orders system.

Social Media Assouline has active social media profiles on Instagram, Pinterest and Facebook.

Assouline

Promotion The brand promotes itself and its products through hosting multiple events that usually take place in-store, especially book launches and signings. They also publicize their products by exposing them in the window displays at the department stores where they have concessions.

Bergdorf Goodman: Linda loves Donald Windows . Front Row

Messika

Guests at the Mandarin Oriental 50th Anniversary book launch at Maison Assouline [Mandarin Oriental]

Mandarin Oriental

Guests at the Mandarin Oriental 50th Anniversary book launch at Maison Assouline [Mandarin Oriental]

Press Media Assouline products,events, and collaborations have been featured multiple times in admired magazines such as Vogue, Vanity Fair, Tatler, Architectural Digest, Forbes and more publications that appeal to a high-class consumer that is interested in art, fashion and culture.

Vogue

Luxury London

Vanity Fair

Sales Person The sales people in-store approach you and let you know they are available to help with anything, know about their products and their availability, and they also assist by recommending additional products, which could be enjoyed by the consumer.

Loyalty Program The customer can subscribe to an electronic newsletter and keep up to date with the latest news, events, releases, and products by adding their email through the website.

Assouline

Returns Policy According to the Assouline website â&#x20AC;&#x153;If the content of your order is incorrect or arrives damaged, you are eligible for a full refund of the purchase price. To receive a refund, please contact the Assouline Customer Care Center at customerservice@assouline.com with your order number to begin the return process. You must return your item(s) to us within 14 days of the delivery date and in the same condition you received it. Please note that we do not accept exchanges or substitutions for purchased items.â&#x20AC;? Services Assouline offers personalization of book covers and discounts for corporate gifting depending on volume orders. They also offer free giftwrapping with their signature wax seal, as well as free U.S Ground Shipping on orders over $100.

4.2 Brand Collaborations Since the Assouline’s very beginning it has worked along with many interesting and well-known brands to create product collaborations that would captivate their customers. The following are some of the collaborations with brands that share the same values, appeal to a similar consumer, and who help expose and promote Assouline as a contemporary luxury brand to new markets.

Gucci Places

Maison Assouline was chosen as the first Gucci Place in London. According to C o n n o lly, “The Gucci Places initiative is a collection of locations around the world, chosen to represent what has inspired Gucci in its creative process”. It was created to invite people to explore the most interesting and remarkable locations in different parts of the world. To celebrate the occasion, Gucci has created an exclusive selection of products that feature patches inspired by Maison Assouline. They are available to purchase in-store

Assouline

Master and Dynamite Headphones

These headphones were created exclusively for Assouline. They are custom made in signature crimson red, with custom plates, pouch and stand.

Assouline

Book Clutch by M

This collaboration offers clutches handmade in Italy by M, a bag house who draws inspiration from Italian art and culture. They are created with materials such as premium leather, silk, and gold leaf.

Assouline

Didot Bag x DONALD

Assouline collaborates with fashion illustrator, Donald Robertson, to customize their Didot leather bags for a limited edition collection.

Assouline

Ladurée Barbie Box

Assouline and Ladurée collaborated to launch a limited edition box that imitates the “The Art of @BarbieStyle” book, and contains 12 pink macaroons in an exclusive strawberry poppy flavor.

Assouline

Goyard Trunk

Goyard collaborated with Assouline to create a limited edition selection of travel items. They were manufactured in a black and multicolour handpainted Goyardine coated canvas, and the “Goyard Trunk” contains 100 of Assouline’s signature Memoire photo-biographies on art, fashion, design and architecture. Assouline

5. SWOT ANALYSIS 5.1 Strengths o First luxury brand on culture o Handcrafted table books on art, fashion and culture o Staff in store is knowledgeable on brand, stock and products o Exclusive collaborations and limited edition items with luxury brands and artists o Exceptional quality on products oWorldwide stores in appropriate locations (New York, London, Seoul, Paris, Dubaiâ&#x20AC;Ś) o Store design is aligned to brand identity

5.2 Weaknesses o Lack of online presence and advertising o Shortage of stock available in-store o Prices are mostly accessible to high-class market o Does not have a big following from younger markets

5.3 Opportunities o Further collaborations with cool, contemporary brands and ar tists to stay relevant and reach new markets o Expanding online presence through different social media channels o Working with contemporary influencers that share brand values

5.4 Threats o New publishers becoming more relevant, attracting new market opportunities o Rise of digital threatening publishers and printed media

Assouline

6. COMPETITOR ANALYSIS 6.1 Positioning Map

High quality ASSOULINE

Taschen

Mass market

Phaidon

Rizzoli

Basic quality

Exclusivity

6.2 Competitor Store

Taschen has 2 main stores in London, located at Duke of York Square, in Kings Road, Chelsea, near the Saatchi Gallery, and another store in Claridges.

6.2 Competitor Website

Taschen’s website displays big, moving images in their homepage to promote their new publications. It presents high-resolution images of the products from different angles, as well as information about it.. The website is quite overwhealming with images, but simple to navigate, as it shows different labels for “Books”, “Stores”, and “Gifts”, and more.

Taschen

6.3 Competitor Brand Communication

Taschen has active profiles on Instagram, Facebook, Youtube, and Pinterest. They also have a blog on their website, called T-Time, as well as a magazine called Taschen, published biannually. Additionally, they have an affiliate program, where bloggers and influencers can earn commission by promoting their products.

Taschen

7. BIBLIOGRAPHY Assouline (1994) La Colombe dâ&#x20AC;&#x2122;Or Book Cover [image] Available at: https://www.assouline.com/products/la-colombe-dor [Accessed 21 Jan. 2018]. Assouline (1996) The Memoire Collection [image] Available at: https://www.assouline.com/pages/our-collections [Accessed 21 Jan. 2018]. Assouline (2016) Leather Library Candle [image] Available at: https://www.assouline.com/products/leather-library-candle [Accessed 21 Jan. 2018]. Assouline (2011) The Impossible Collection: Fashion [image] Available at: https://www.assouline.com/products/ the-impossible-collection-of-fashion [Accessed 22 Jan. 2018]. Assouline (2011) The Impossible Collection: Fashion [image] Available at: https://www.assouline.com/products/ the-impossible-collection-of-fashion [Accessed 22 Jan. 2018]. Assouline (2008) The Impossible Collection: Art [image] Available at: https://www.assouline.com/products/the-impossible-collection-of-art [Accessed 22 Jan. 2018]. Assouline (2017) Be Extraordinary: The Spirit of Bentley [image] Available at: https://www.assouline.com/products/ be-extraordinary-the-spirit-of-bentley [Accessed 22 Jan. 2018]. Assouline (2013) Beyond Extravagance [image] Available at: https://www.assouline.com/products/beyond-extravagance [Accessed 22 Jan. 2018]. Assouline (2013) Swans [image] Available at: https://www.assouline.com/products/swans [Accessed 22 Jan. 2018]. Assouline (2012) The Big Book of Chic [image] Available at: https://www.assouline.com/products/the-big-book-of-chic [Accessed 22 Jan. 2018]. Assouline (2017) Donald: The Book [image] Available at: https://www.assouline.com/products/donald-the-book [Accessed 22 Jan. 2018]. Assouline (2016) Chic Stays [image] Available at: https://www.assouline.com/products/chic-stays [Accessed 22 Jan. 2018]. Assouline (2014) Food & Life [image] Available at: https://www.assouline.com/products/food-life [Accessed 22 Jan. 2018]. Assouline (2015) Dinner With Jackson Pollock [image] Available at: https://www.assouline.com/products/dinner-with-jackson-pollock [Accessed 22 Jan. 2018]. Assouline (2016) Tequila Cocktails [image] Available at: https://www.assouline.com/products/tequila-cocktails [Accessed 22 Jan. 2018]. Assouline (2016) Store Image [image] Available at: https://www.assouline.com/pages/about [Accessed 18 Feb.. 2018]. Assouline (2016) Store Image [image] Available at: https://www.assouline.com/pages/about [Accessed 18 Feb.. 2018]. https://www.assouline.com/pages/about Assouline (2012) Pioneers of the Possible [image] Available at: https://www.assouline.com/products/pioneers-of-the-possible [Accessed 22 Jan. 2018]. Assouline (2016) Volez, Voguez, Voyagez [image] Available at: https://www.assouline.com/products/volez-voguez-voyagez [Accessed 22 Jan. 2018]. Assouline (2015) In the Spirit of Miami Beach [image] Available at: https://www.assouline.com/products/in-the-spiritof-miami-beach [Accessed 22 Jan. 2018]. Assouline (2012) The Light of London [image] Available at: https://www.assouline.com/products/the-light-of-london [Accessed 22 Jan. 2018]. Assouline (2006) The Light of Paris [image] Available at: https://www.assouline.com/products/the-light-of-paris [Accessed 22 Jan. 2018]. Assouline (2013) The Light of New York [image] Available at: https://www.assouline.com/products/the-light-of-newyork [Accessed 22 Jan. 2018].

Assouline (2015) Memoire Slipcase Set Men [image] Available at: https://www.assouline.com/products/memoire-slipcase-set-men [Accessed 22 Jan. 2018]. Assouline (2005) Chanel 3 Book Slipcase Set [image] Available at: https://www.assouline.com/products/chanel-3-book-slipcase [Accessed 22 Jan. 2018]. Assouline (2016) Chaumet 3 Book Slipcase Set [image] Available at: https://www.assouline.com/products/chaumet-3-volume-slipcase-set [Accessed 22 Jan. 2018]. Assouline (2018) Didot Collection Cardholder [image] Available at: https://www.assouline.com/products/didot-collection-card-holder [Accessed 23 Jan. 2018]. Assouline (2018). Website Homepage [screenshot] Available at: https://www.assouline.com/ [Accessed 23 Jan. 2018]. Assouline (2018). Website Homepage [screenshot] Available at: https://www.assouline.com/ [Accessed 23 Jan. 2018]. Assouline (2018). Website Books and Gifts [screenshot] Available at: https://www.assouline.com/collections/all/ [Accessed 23 Jan. 2018]. Assouline (2014). Assouline: 20th Anniversary!. [screenshot] Available at: https://www.youtube.com/watch?time_continue=2&v=BBwK7JI0PQs [Accessed 21 Jan. 2018]. Assouline (2014). Assouline: 20th Anniversary!. [screenshot] Available at: https://www.youtube.com/watch?time_continue=2&v=BBwK7JI0PQs [Accessed 21 Jan. 2018]. Assouline (2014). Assouline: 20th Anniversary!. [screenshot] Available at: https://www.youtube.com/watch?time_continue=2&v=BBwK7JI0PQs [Accessed 21 Jan. 2018]. Assouline (2018). FAQs | ASSOULINE [online] Available at: https://www.assouline.com/pages/faqs [Accessed 12 Feb. 2018]. Assouline (2017) Gucci Places x Maison Assouline [image] Available at: https://www.assouline.com/pages/brand-collaborations [Accessed 12 Feb. 2018]. Assouline (2017) Master & Dynamic Headphones [image] Available at: https://www.assouline.com/pages/brand-collaborations [Accessed 12 Feb. 2018]. Assouline (2017) Book Cluth by M [image] Available at: https://www.assouline.com/pages/brand-collaborations [Accessed 12 Feb. 2018]. Assouline (2017) Didot X DONALD [image] Available at: https://www.assouline.com/pages/brand-collaborations [Accessed 12 Feb. 2018]. Assouline (2017) LadurĂŠe Barbie Box [image] Available at: https://www.assouline.com/pages/brand-collaborations [Accessed 12 Feb. 2018]. Assouline (2017) Goyard Trunk [image] Available at: https://www.assouline.com/pages/brand-collaborations [Accessed 12 Feb. 2018]. Assouline (2018). Website Homepage [screenshot] Available at: https://www.assouline.com/ [Accessed 23 Jan. 2018]. Assouline (2018). Maison Assouline logo [screenshot] Available at: https://www.assouline.com/ [Accessed 28 Feb. 2018]. Assouline (2018). Instagram Profile [screenshot] Available at: https://www.instagram.com/assouline/?hl=en [Accessed 28 Feb. 2018]. Assouline (2018). Pinterest Profile [screenshot] Available at: https://www.pinterest.com/assouline/?eq=ass&etslf=1986 [Accessed 28 Feb. 2018]. Archer, V. (2018) Vicki Archer blog post [image] Available at: https://vickiarcher.com/ [Accessed 28 Feb. 2018] A Little Bird (2015) Maison Assouline: A Great New CafĂŠ/Bookshop In Mayfair [article] Available at: http://a-littlebirdcom/2015/05/20/maison-assouline-a-great-new-cafebookshop-in-mayfair/ [Accessed 23 Jan. 2018]. Connolly, A. (2017) News: Maison Assouline Announced as First Gucci Place in London [article] Available at: https:// www.countryandtownhouse.co.uk/style/fashion/maison-assouline-announced-first-gucci-place-london/ [Accessed 12 Feb. 2018].

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