In the luxury as in ready-to-wear lines, the music played to customers is not taken lightly and brands rely on agencies to create a sound identity.
“Long, in trade, it was thought that the product was a success. Today, it is understood that the case in which the site is also very important. This is a caricature, but it is obvious that with the thrash metal screaming in the background, it is difficult to sell macaroons in a luxury bakery. If you broadcast instead Gymnopédies by Satie, it’ll necessarily better and it will be concluded “. Satie, it sells well” But as a designer, if we see that it is relevant to blend a Brandenburg Concerto and hip-hop, we will not hesitate. “Founder of the Sixth His agency and author of musical Design and Strategy brand, Michaël Boumendil designs sound for decades brand identities – the jingle from the train it is he (David Gilmour of Pink Floyd has also just used it as a single Rattle that Lock). “The store employees have long chosen themselves the radio station they wanted to hear and broadcast the shops. Then in the 50s and 60s, we went to get music vendors meter, which offered catalogs of songs to use in the background, but it was the same for everyone. ”
In recent years, many brands, especially in the world of luxury, prefer bespoke, hand sewn. CEO Naf Naf, Luc Mory says, “the question of the musical atmosphere was often approached by cost, not by asking what role music can play in our strategy. While the sound design is the speaking of the brand in its network. Having a balanced and measured ambient sound, it makes a pleasant store experience. This makes people stay longer in my shops and a little less in others. But you also have the music to be renewed frequently … The pieces that remain the same for months, it’s unbearable for store teams and customers. ”
For his ephemeral store opened on the Champs-Elysées between March and June, Naf Naf appealed to Eva Gardner, DJ and sound designer, a follower of the house quiet and cool electro (she designed at the beginning 2000s noticed the compilations Aphrodisiac). “In a shop, you wear attention to light, to furniture, clothes hangers, the bag that we will give you … Why not music?” Luke full Mory: “On the Champs Elysees, we imagined another store concept, similar to that of the showroom. After the visual dimension, music was the most important aspect for us. Eva Gardner, we were very inspired by electronics, which exploded in terms of creation ”
Does the music sale? It is, in any case, omnipresent, whether in supermarkets, trendy shops, and cultural shops. A study conducted in the spring in France by the YouGov polling institute on behalf of Mood Media, a pioneer of sound design created in 1954, reveals that 79% of respondents do not appreciate the silent stores. They are 52% think that music makes it more friendly trade. 39% of respondents even claim that a good musical atmosphere can trigger an impulse purchase.
Alexander Maxwell Mode-F, a team of sound designers who designs music shows (for Mugler, Vivienne Westwood, etc.) but also, among others, dressing Terrasses du Port, Marseille huge shopping center opened in 2014. “a place without music is very cold … it seems to enter a church.” in fact, no one really wanted to eat in a place where he does not feel comfortable. Some retailers also manage to use music as an identifying factor. And that seems to be successful, because we see flourish on streaming sites unofficial playlists, clearly made by fans trying to reproduce the playful pop universe heard at H & M for example, teaches that decides carefully pieces that it broadcasts in its European stores from office headquartered in Sweden – the officials did not wish to answer our questions. “When we take care of the music store, explains Alexander Maxwell sound designer, the goal is not to replicate what we hear on the radio or switch the latest hits in fashion. We do not ask what music actually buy. No, our business has more to do with harmonization, it is that the music sticks to the place, the colors, the shapes … It feels like it has not been reflected. It has to be tastefully done … even if it is bad, at least it was thought! ”
In our understanding of the music, the volume at which it is broadcast also plays an important role. “A lot of shops soon give nausea with a deafening sound,” says Luc Mory Naf Naf. “It is important to adjust the volume depending on the affluence, confirms Alexander Maxwell. Sometimes people confuse everything and spend great music strong in the afternoon. At 15 hours, week, nobody wants to believe in nightclubs and party! It takes the music to be hair cell at the right level, “This is the paradox. If the lack of music stressing the consumer, it must be used wisely.
“The lack of music anxiogenic effects but silence is the best ally of music, says Michaël Boumendil. You should know the emotional place where you have to put the package and where, on the contrary, we must be very sober. It’s the same problem for an architect. A retail space, it is not a uniform square. The staging, the dramatization of the music, the game space are recent concerns. For ten years, we can see that investment in equipment rose sharply. Before the arrival in France of chains like Gap, H & M or Zara, most signs were broadcasting music on rotten sound systems. I remember the boss of a rival company panicked to see the amount H & M invested in sound equipment. He had no choice, he was forced to fit too. Perceive the sound quality is feeling tout court quality, this affects the image of a store and its products, “Alexander Maxwell confirmed.” A sound garish, it does not want. It’s like when you go to a buddy, if he has a well-tuned system, a chain with a good sound, you think that the taste and manners. ”
The flirtation between music and brand does not stop there. “I know now-Sale privée.com integrated very early music production studios within his organization, said Luc Mory. With home artists, she was able to design the music to support sales. I think music can also have an important dimension in digital. “Surprise, online sales sites also reflect on the sound design that will accompany the research and purchases of Internet users. What Michaël Boumendil confirms: “Brands are looking to have an ongoing relationship with their customers. Sound can lend itself to that. The next revolution will give an extension of the sound experience outside the store. When I go to a shop, if I want to keep something, I can listen to his playlist. “Will we allow brands to become the DJ of our lives? In any case, we always have the right to zap those we do not like.