Whiffing worlds most expensive perfume at British retail event
A conference room packed with movers and shakers of the Panama retail business scene, sitting with eyes closed, while a vibrant, elegantly dressed lady crisscrossed the room deftly waving a large fan, was an experience to remember.
The lady in question was Victoria Christian, and with her fan she was wafting the scent of the world’s most expensive perfume towards the upturned noses of the expectant delegates
It happened last week at a superbly presented t “Britain in Panama” event organized by the British Embassy and the British Chamber of Commerce. headed
by Joseph Salterio, and focused on retailing in recognition of Panama’s emergence as a regional shopping destination and introducing speakers and authorities from London, the “Shopping Capital of the World.”
The keynote speaker Guy Salter deputy Chairman of Walpole a renowned retail industry body, and a luxury expert gave an insightful presentation into the luxury market and its growth in emerging countries and how the initial purchases of the newly rich were for show but gradually developing to quality, and pointing out on the way that the wealthy are now looking for unbranded products, and tend to be difficult, demanding and sophisticated.
One key lesson that should be heeded in Panama was that customers have to be treated like human beings and the approach to them must be seductive. “Customers want to be treated like real people” he said and illustrated his comments with a reference to a famed British retailer who
greeted his customers at the door and knew every one of them by name, along with details of family events. It was important to know that customers talk to each other and today, in the world of cell phones and the Internet the talking is multiplied a millionfold. “Like it or not, we are talked about” he said.
The value of the brand, the quality of material, and craftsmanship were all dealt with and he positioned luxury brands as cultural icons and the retail industry as luxury ambassadors.
Two panels (Shopping in Panama is Great, and Panama Retail Gateway to Latin America) handled questions about Shopping in Panama and Britain, and highlighted the growth of malls in Panama where 10 years ago there were none and now there are six, bringing shoppers in from across Latin and North America because of choice, price and lower taxes.
The biggest challenge to the retail industry in Panama, was identified as lack of qualified people, which is being addressed by the People 1st program introduced from Britain, through the UK Embassy at the end of 2012.
British speakers, under the heading “British Retailing is Great” were Vartkess Knadjian, CEO of Backes and Strauss introduced us to: “The Best of British Luxury Brands”.
Brian Wisdom, CEO of People 1st introduced a subject that will resonate in Panama: “Service Culture is Esential for Growing Retail Markets” and finally Victoria Chistian on: “Bringing the World;s most Expensive Perfume to Panama” which she did, and we all got to savor it.
Along the way as Brand Ambassador for her father’s Clive Christian Group, which is renowned for his designer kitchens. bespoke furniture. and Clive Christian No. 1 the world’s most expensive perfume of which only 1000 have been produced, Victoria proved the point of the keynote speaker and duly “seduced” her audience. As part of the smoothly run (and on time) event. It was an experience few will forget.
It was also a final curtain call for departing British Ambassador, Michael J. Holloway who has left an indelible and valued mark on British- Panama business development.
Footnote in response to reader requests. A 1 oz bottle of No 1 costs $2,150 with a diamond in the neck. A couple of years ago a 16.9 ounce of Imperial Majesty Clive Christian perfume went for $215.000.
Sir Elston John had a custom made bottle, shaped like a piano for $250,000.
