Gazelles d'Anvers: many shops have had to reinvent themselves - Companies

Gazelles d’Anvers: many shops have had to reinvent themselves – Companies

With the health crisis, many businesses have had to reinvent themselves, especially those in the fashion sector. Illustration with Marie de Beukelaer and Gazelles d’Anvers.

Back in March 2020. At the time, a mysterious virus from China hit the planet and brought a part of the then non-essential economy to a standstill. Many businesses must quickly reinvent themselves and explore new marketing channels. Among these is the web. Along with the closure of almost all stores, the population was, for the vast majority, forced into confinement. It was at this time that companies imagined solutions to continue working. This is the case of Gazelles d’Anve…

Back in March 2020. At the time, a mysterious virus from China hit the planet and brought a part of the then non-essential economy to a standstill. Many businesses must quickly reinvent themselves and explore new marketing channels. Among these is the web. Along with the closure of almost all stores, the population was, for the vast majority, forced into confinement. It was at this time that companies imagined solutions to continue working. This is the case of Gazelles d’Anvers, which has two shops. One in Overijse, the other in Thorembais-Saint-Trond. At the head of these Gazelles, Marie de Beukelaer who, after a career in IT, redirected her career in 2009 by launching into the creation of costume jewellery. In 2012, she unearthed an ideally located location in Perwez in Walloon Brabant. This is the beginning of the adventure of the Gazelles d’Anvers (the founder is from the metropolis). It offers in its shops, in addition to its jewellery, quality clothing at democratic prices intended for an exclusively female clientele. “The idea is to offer women trousers, sweaters, jackets, blouses, etc., of all sizes in regularly renewed ranges so that they feel good about themselves, whatever their morphology”, explains- she. Everything works wonderfully and then, boom, comes the pandemic in the spring of 2020. “It’s a disaster, she recalls. We close everything. We then decide to empty our two stores and take pictures of the clothes we We post on Facebook. Customers would book them for us to try on at home, the idea being to have a fitting room at home and only pay for what we kept. It’s by delivering an English customer I hear about Facebook Live Sales.” Since then, every Sunday at 5 p.m., Marie de Beukelaer performs for two hours during a live performance and offers a series of clothes with a certain talent for the show, emphasizing that she has always been “passionate about the theater”. . Customers and success are there and sales take off. “We ship between 400 and 500 parcels every week,” she says. Gazelles d’Anvers is part of a trend – online sales – which has been greatly accelerated for two years following the crisis which has individuals to discover other consumption channels. “The Internet also makes it possible to create and aggregate a community of Gazelles. For example, we recently offered bracelets in solidarity with Ukraine where people gave what they wanted. Beyond the commercial aspect, it is first and foremost a human adventure”, concludes Marie de Beukelaer.

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