The Louvre: always in fashion

  Melbourne upscale fashion boutique Le Louvre was one of the outlets in the city since the 1920s. While some retailers flounder, this icon will businesses is booming on the back of a passage in South Yarra, Melbourne Collins Street. The company has also introduced online shopping to make it 21 in the Bring century.

Owner Georgina Weir Retail in the blood. His late mother, Lillian Wightman, the Louvre founded, moved to Collins Street business in 1930.

Weir has lived as a child about the store. But even if they came out of the "Paris End" of Collins Street Melbourne, it would be strangled by the nature strip in front of his house. "I've always loved a business. Born I am a retailer and I learned from one of the largest retailers, my mother," Weir, who recently received price of Marie Claire in 2013 for the best business Australia. Said

She took the Louvre in a new direction. What started as a sewing company in 1930, changed in the 1970s, ready-to-wear. The change not only in time with fashion changes, but also with the desire Weir travel the world in search of the latest and greatest.

While living Collins Street was empty clothes on the screen (they were hidden in the cabinets behind the living room), the South Yarra store them doing the show, with large glass windows and doors in the earlier a center of the 1930s.

The move to the site of South Yarra - in Daly Street, just off Chapel Street - was due to a need for more space, a location closer to its customers, and changes in Collins Street itself.

"Our customers have a chore to get into the city found., You have always complained about traffic jams," Weir said. "In Collins Street, people were never on the road. It was all of our regular customers who have been buying the Louvre for years, "she said.

While the South Yarra store carries a "Who's Who" of fashion designers in Europe, including Chloe, Lanvin, Ann Demeulemeester, Rick Owens and Stephen Jones, the interior is original and fun. Guests are provided with mirrored walls emblazoned with graffiti by artist Dan Wen welcomed. High back chairs, covered with crocodile complete a table in plexiglass. The history of Collins Street was also beautifully woven in with a console with glass store with the name of the designer painted gold forms the top of the table. Refined and exquisite lighting of the shop in 1930 in Paris, highlight the pressed concrete floors, from Bunnings. "We have completed all three levels to less than $ 10,000," says Weir - the price of some of the evening dresses on the first floor is displayed.

Since his arrival in South Yarra, the business has increased by around 30 percent. This was due to a combination of "bricks and mortar" and online sales. "I sell most of my generation customers., But there is also a young people 21-35 who care for our young clientele," Weir, who with certain garments in her head for certain customers. Regularly to Europe said "Many of our customers do not buy elsewhere., You do not walk into a store and go through racks to find something."

While some dealers to tell customers what they are trying to be perfect, Weir is quick to let them know, if this is not the case. "I'll tell you to take it away, it's really not for you." A well dressed woman enters the Louvre. It was the purchase of the store for years. "I prefer to come here and be given clothes that fit me. The last time that I went into a store, I endlessly waited with a pair of shoes in my hand, and no one came up to me," says Fran who appreciates the new interior, as well as service. "He's excited., But I can still appreciate it at my age."

Georgina attributes the success of his company to the customer experience every time they visit. "We are not pushing clothes on people, and we certainly can not ignore when they arrive., But I have also ensured that the clothes are I buy portable, both in terms of design as well as the calibration" said Weir, who from size 38 upwards buys. And while the Louvre once sold expensive clothes, today there are jeans and runners, even if it may be the label Lanvin.

The timing of the client is also on the radar of Weir. For customers on a cruise in May heading into the summer months in Europe, expect appropriate clothing at Le Louvre, before their departure. "I love this store., But I especially like the relationship with customers over many years."