LUMINE

LUMINE is brand which has come up with first of its kind store, which is a store having a in-store cafe and working space. It is a multibrand outlet from TOKYO , Japan. But still its one of a kind till now in Singapore. It’s a international brand and had opened its franchise in Singapore. The brands collection is more of women's wear and accessories. Its very chic and formal in terms of looks, but the feel of the store is very elegant and contemporary.

It is located centrally in the city at Clark Quay central mall. Along with the store they have a small café with a co working space for people. So while people come to have or grab a coffee the store would created an impulse for them to have a look at their products.

This is a marketing strategy to create brand awareness create impulse and gain

more customers. For the brand. Though the brand is one of its kind and has a very different concept it lacks people and customers because of its location and pricing of products.

The location they choose is a party hub of the city and people don’t come there to work nor to shop much and also their few basic products are overly priced as per the Singapore market. Despite the pros and cons the brand has, the store is worth visiting. It’s a different experience for the first timers getting to know such a concept.