28 replies to this topic

[TLF News]

Click for news

[esprit s2]

Wahoo! I can pop round there in my lunch break and spend my cash!!

[basalte]

It is certainly more relevant and welcome in the heart of our throbbing Metropolis than "M&Ms world" close by off Leicester Square......a big themed shop entirely devoted to things related to chocolate spheres coated in different-coloured err..coatings that as far as I`m aware have nothing to do with London, Britain or anything else.

[Buddsy]

Thats good news what maybe in the recently vacated National Geographic building? A few doors down from the Ferrari shop?

Buddsy

[Bibs]

It's the building in the middle of that picture, number 52. Ferrari is on Oxford St.

[red vtec]

Good to see the Brand going up market, hopefully my cars value will follow

Ferrari is on Regent Street nearly opposite Hamleys, Been in it, but Hamleys was more my taste and price bracket.

Edited by red vtec, 17 January 2012 - 03:06 PM.

[NedaSay]

nice place indeed!

[TLF News]

Lotus shop to open next month

[esprit s2]

Will they be having an open day party? Special offers on the first day?

[Trevsked]

I don't get it. Lotus don't appear to be selling enough cars nor are they an upmarket company at this point. This seems a bit cart before the horse to me and hope its not another nail in the coffin. Ferrari may have stores around but not before they had a solid product upon which to base. Like everyone I want Lotus to succeed but don't see much positive in investing hugely in a London store in this climate. I find it frustrating that Lotus aren't getting fast enough with producing cars at reasonable prices. They certainly can make exciting cars but heavens they take time and then price them away from the market to which I think they appeal. Now I know some will read this and say its Trevor running things down again but not the case. I am realistic and not a dreamer in a time when customers are struggling. Come on Lotus give me cars that I want at a price that I can afford and THEN I'll be pleased and proud to buy your jackets.

Trevor.

[Stirling_Villeneuve]

Agreed, nice idea but about 2-3 years too soon and that's if the new models hit the showrooms. Even if they're a huge success taking over the old Cafe Royal location in seriously ambitious.... I wouldn't like to think of the how much that's costing but I'd FAR sooner see the money being spent on getting those Exige S's out there!

For now it's pure insanity.

Edited by Stirling_Villeneuve, 11 May 2012 - 12:09 PM.

[Trevsked]

Yes more effort in the car production is what I think is needed too. If there are no cars on the road how on earth are they expecting to sell merchandise. I am a member of this forum for my enthusiasm of Lotus cars and I can see that the company is trying to change its image to increase its revenue but I think they are starting at the wrong end.

Trevor.

[Bibs]

The marketing and production budgets couldn't be more separate! They've not just got a bag of cash in the middle of a room they all dive into, these budgets were set back when the big 5 year place was put in place and don't affect each other.

Opening the shop is exactly the right end to start increasing the company profile. It's cheap too compared to many other marketing activities. I'd imagine just the staff costs alone for Goodwood dwarf what this shop is costing by a long shot.

[TBD]

Just look at the Lotus Originals website. Lotus has 60 years of heritage to sell and that is what they will be doing on Regent Street. It should be a highly profitable operation from the start and as Bibs said, it surely didn't cost a lot.

Merchandising is a major profit contributer for Ferrari, in fact if I remember correctly, they make more profits with it than with the cars they build!

I'm really looking forward to the Lotus Eau de Toilette . I'm sure it will be better than Diesel one!

[Guy Munday]

" I'd imagine just the staff costs alone for Goodwood dwarf what this shop is costing by a long shot. "

Most of the staff cost will be free cos it'll be the dealers on the stand.!

[Stirling_Villeneuve]

I'd imagine just the staff costs alone for Goodwood dwarf what this shop is costing by a long shot.

On a day by day basis perhaps but Goodwood is 3 days and Regent St is 52 weeks a year. Rental alone on 4800sq st will be £1000's a week, no doubt about it. Goodwood's a prime target market too whereas Regents St is an odd mixture of tourists looking for Hamleys or just plain lost between Piccadilly Circus and Oxford St.

[Bibs]

Is it not the 2nd busiest shopping street in Britain?

[Trevsked]

The marketing and production budgets couldn't be more separate! They've not just got a bag of cash in the middle of a room they all dive into, these budgets were set back when the big 5 year place was put in place and don't affect each other.

Opening the shop is exactly the right end to start increasing the company profile. It's cheap too compared to many other marketing activities. I'd imagine just the staff costs alone for Goodwood dwarf what this shop is costing by a long shot.

You're kidding right? In effect they are all diving into the same bag of cash from the middle of the room just that that bag has been divided up. So are you saying that the money from merchandising will only go into that side of the company should it be successful? None of it will go back to Lotus cars because it's seperate? You can't state they are different when it suits.

Trevor.

[hedgerley]

I had a long conversation with the guys manning the merchandise outlet on the Lotus stand at Geneva. Contrary to what I thought they were doing brisk business and were very pleased with the both the volume of business and the reaction of the punters, many of whom went in somewhat curious about Lotus history and came out impressed and with a bag full of stuff. One of the most popular items was the £800 leather jacket! Even my Porscheophile mate bought a couple of retro t-shirts.

I think this development is welcome and will do a good job of promoting the brand. We have all had the experience of being mistaken for a Lambo (well, I have) and suffered the "Lotus - who makes that then?" questions. Whether the location and format is right I have no idea - I would hope the marketing department know what they are doing. Fingers crossed it works out for them.

[Bibs]

Yes you can. Purchasing and receipts will always be different and budgets are set dependant on goals, not projected revenues at this stage of the business. In your case, PR and marketing would never get any cash as they never bring any cash in and ASO and production would be rolling in it!