Scent is a powerful force, as evidenced by the intoxicating effect of KFC, the wafting aroma of baking bread that some believe is piped around supermarkets and Subway stores, the popularity of fancy candles, the existence of scratch and sniff, Air Wick’s latest ad and, of course, cartoon characters floating towards an apple pie on a windowsill. Shoes don’t have the best reputation when it comes to smell. But Ziera, fresh from winning Retail NZ’s supreme Top Shop honour, has turned that perception on its head and created its own fragrance called Fleurs De Printemps to waft through its stores.
Ziera, which rebranded from Kumfs and gave its stores a full refit, worked with French perfumer Yves Dombrowsky, the owner and operator behind the Yves Andre customised perfume bar in Auckland, to create a “fresh, fruity and unique” fragrance and further enhance the instore experience for its customers.
- Click here to smell the fragrance.
“We were really excited to work with Yves on creating this special fragrance,” says Ziera Group marketing manager, Nicky Dunn. “Fleurs De Printemps epitomises the style of Ziera, aiding to empower and support women to look and feel their best, all day, every day.”
Purveyors of fine fragrances are often renowned for their grandiose descriptions. And Fleurs De Printemps, “a journey of composition that will envelop the senses and linger long after customers have left the store”, seems to fit that bill.
A celebration of scent expressing Ziera’s identity of power and support. Delicate and soothing Jasmine of Egypt, intertwined with nuances of magnolia, rose and lily of the valley complete the top notes. The middle notes provide a fresh lift with a hint of Blackcurrant from Tasmania; this gives way to a base of Cedar Wood from Texas, a dry and woody scent that beautifully grounds with its calming and pure qualities. This captivating fragrance is further lit up by the smoothness of the White Musk and romance of Magnolia. Bergamot Orange from Calabria provides the fragrance’s soul of youthful energy, like a zest for life.
At the Top Shop awards, Ziera Shoes in Broadway Newmarket was named not only the Overall Regional TopShop for the Upper North Island, but also the Supreme TopShop for the whole country. It was competing against the Spark Store in Dunedin, Ken Wills Furniture from Timaru, Ocean Outfitters from Porirua City and New Plymouth’s Kassaba Restaurant for the top honours.
Ziera’s Dunedin store was named runner up for the fashion, footwear and accessory category in its region while Riccarton Christchurch was named winner and Lynn Mall was runner up in the footwear category for their area.
“These awards are a testament to all of our company’s hard work, especially with the recent roll-out of our new branding and store design. Plenty of research and work behind the scenes was carried out to ensure our staff and customers had the best environment in which to work and shop,” says managing director Andrew Robertson.