The FINANCIAL — 1.2.3, the prominent European brand, is presenting a new winter collection for Georgian women. 1.2.3 is run by Adress, which manages several famous brands’ shops in Georgia including Tom Tailor, Etam, Promod and more.
“1.2.3 introduces a new collection once every month,” Sofio Adamia, Brand Manager of Adress, told The FINANCIAL. “All the items of clothing are created to the highest level of quality and follow the latest world trends. The three combined values: elegance, modern flavour and feminine charm symbolize the image of this brand. The brand is of premium class, therefore the quality of everything is guaranteed.1.2.3 is considered a classical-style brand but we do offer jeans and t-shirts as well. At 1.2.3 you can choose both a very elegant evening dress and casual trousers or a jacket.”
The prices at 1.2.3 are reasonable for the fashion-conscious Georgian buyers. For example, the price of a pair of trousers ranges from 170 up to 240 GEL, t-shirts from 60-140 GEL. The Georgian prices are as close as possible to their original prices in France, the country where the products are manufactured. Trousers cost from 75 up to 100 EUR and t-shirts – 30-50 EUR in France.
“City-wear, eveningwear, casual-wear, 1.2.3’s collections are all designed with matching in mind,” Sofio said. “All the articles for a given theme go well together, and there are infinite possibilities in terms of combining them with each other. We not only offer apparel, but also accessories including bags, scarves and jewellery.”
1.2.3 is always offering various discounts and actions to their loyal customers. The brand has its own loyalty card whereby customers can accumulate points and then spend them in the shop. The company claims that use of their loyalty cards is popular with their customers. They even offer special discounts to their loyal customers on their individual birthdays.
1.2.3 started operating in Georgia in 2008.
“Georgian women’s taste in clothing has noticeably changed during the time since we opened our shop in Tbilisi,” said Sofio. “Demand for colourful apparel has significantly increased during the last three seasons. Black was the dominant colour for a long time and for a while everyone was dressed in black. Now, however, more Georgians tend to go for colourful apparel. For example we have blue coats in our current collection and they are in high demand. Also, the colour yellow will be very popular in 2012.”
1.2.3 will have its Christmas collection available from the beginning of December. At the end of January the brand will already have its spring-summer collection on offer.
“The 1.2.3 design team each season develops, with a lot of enthusiasm, feminine collections in an elegant and modern style. They are constantly working on the volume, cuts, fabric qualities and embellishments of their garments,” she said.
1.2.3 has recently moved location. The new shop has a completely new, modern concept.
“With our friendly atmosphere and focus on wellbeing, the store and team offer our customers a high level of service quality,” Sofio said. “We try to make our customers feel as comfortable as possible when in our store.”
1.2.3 has one shop in Tbilisi. The company plans to expand the brand’s chain, but not in 2011. 1.2.3 will probably start operating in Batumi at some time in the future as well.
“We have our place in the market and this gives us possibilities to expand,” she stated. “We don’t have a direct competitor in the market as we are offering an outstanding collection as well as service. Our customer satisfaction level is increasing daily. When I’m about to purchase a new collection I always take into consideration our clients’ needs and requests. We truly do our best to keep them constantly interested and satisfied with our products.”
Embodying 1.2.3’s values and designed to keep customers in touch with all the latest news and trends, the brand creates rich, qualitative, interactive and direct contact with existing customers via its webpage and social media.
“Our customers can get information about our products, prices, discounts and actions via our webpage and facebook page. Our loyal customers receive messages informing them of any type of news. We try to keep our customers aware of collection updates and encourage them to visit our stores.”
1.2.3 started operating in Tbilisi three years ago but the actual foundation of the brand dates back to 1983. The brand belongs to the Etam group which was founded in 1915. Etam has two stores in Tbilisi, Etam Lingerie and 1.2.3. Etam Lingerie is located on Pekini street and 16 Chavchavadze Avenue. Etam linerie is focused on sexuality of female. 1.2.3 was born of an innovative concept: offering top-range quality at accessible prices. The brand has more than 300 shops all around the world: 190 of them are located in France, the company’s home country. 1.2.3 is the leader on the French market for mid/top range women’s fashion and especially in tailoring.
Night dresses by 1.2.3 and Etam lingeries are expressing elegance and self-confident of very sexy business women.
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