Selling without selling
Men's fashion is the common theme in the life of Loek van Dienst. As a teenager he had a side run, enabling him to afford better clothes. Fashion, customer contacts and the good story behind Artu Napoli mean that he goes to the flagship store in Rotterdam with pleasure and wants to give people a good feeling.
When he was seventeen he worked in his first men's fashion business. "I have had an affinity with fashion from my youth. Via another employer, a multi-brand store, I came into contact with Artu Napoli. I was able to sell this brand really well, and I became a real ambassador. I find it interesting and attractive how Artu Napoli originated and especially how the clothing is made."
Selling without selling, you either have it or you don't. "Every retailer knows that customer loyalty is vitally important. When a customer comes in, I want him to feel at home. Just have a peaceful look around, drink a cup of coffee and have a pleasant chat. No hysterical sales antics and tricks, just simply from fashion lover to guest. Artu Napoli Rotterdam has a lot of loyal customers, they know what they want and also what they are buying for their money."
For him and her
Initially, Artu Napoli sold only men's fashion. A year ago, a womens' collection was added too. "Customers' wives regularly asked when a women's department would come. As a retailer you anticipate on needs. Our female customers knew Artu Napoli well and were already able to visualise the items. Now we serve both men and women."
What makes Artu Napoli into Artu Napoli? "I love wearing nothing other than the good and chic Artu Napoli basics which as far as I am concerned have the perfect quality/price ratio. Never over the top but conspicuous for their quality, the colours and the perfect fit. Especially the latter cannot always be taken for granted in the clothing choices of the average Dutchman. Luckily there is still a lot of work for us to do..."
Loyalty and perception
Not only regular customers come to the flagship store in Rotterdam, but also newcomers. "They have seen the brand flash past online and make the trip to Rotterdam just to make their acquaintance. That creates a kind of loyalty." Loek is keen to exploit that loyalty and perception. "Our shop is the perfect place for creating an extensive sitting area or a lounge section. A lovely cup of coffee in the morning and in the afternoon a glass of wine and a good talk. Buying clothes can be made even more relaxing”.
"No hysterical sales antics and tricks, just simply from fashion lover to guest."