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 THE MERGER OF THE LAPEYRE AND GME STORES HAS GIVEN RISE TO A NEW BRAND: "LAPEYRE LA MAISON."  For Lapeyre, early fall heralded the beginning of a new era. The new brand “Lapeyre la maison,” the result of the merger between the former Lapeyre and GME stores, is getting under way. The key to this change is the brand’s repositioning strategy reflecting a marketing approach more focused on consumers.This repositioning will involve three levels of change: A new visual identity: more compact, the new visual identity, created by the Design Day agency, for both the architecture and graphic design, will contribute to identifying the change. A new brand that is now based on four environments:
The revised catalog, entirely redesigned by the Mundocom agency, takes into account this new breakdown. Three specialist editions are now available: kitchens, bathrooms/tiles and outdoor/indoor. With a print run of 9 million copies, these free catalogs with their attractive graphic design, will be a fundamental component in the advertising for consumers and professionals.TOGETHER... A new strategy for these outlets: Lapeyre has rejuvenated the storefronts with a glass house and a reception area that allows shoppers to learn more about the four main environments. Deployment of this new store concept will take place in several phases until 2007. In order to fulfill city dwellers’ needs, Lapeyre has opted for a local strategy by launching a city-center store concept. The opening of the first Lapeyre store in the heart of Paris is the first step in this new direction. The store, which has 300 square meters (3229.17 square feet) of floor space, has a range of products selected specifically for the inner urban environment: a showroom, which carries no stock since customers’ orders are home-delivered. More stores along the same lines will open throughout Paris and in other major French cities. ...WE ARE LAPEYRE! To ensure visibility of the new positioning among consumers, a vast advertising campaign orchestrated by the McCann-Erickson advertising agency will promote the changes. The campaign will be run in all media (TV, written press and billboards), and will focus on the relationship between retailer and customer. Similarly, the four TV commercials conceived by Erick Zonca (French director of “The Dreamlife of Angels”) use slices of life presented in a natural way. The commercials end with a voiceover signature “Together, we are Lapeyre” and the brand’s new logotype. This change will enable Lapeyre to strengthen its lead position on the home fittings market and also to become the reference brand in the housing and home environment markets.
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