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Le véritable esprit de Noël ne peut pas être trouvé en ligne !

HAMBURG, Germany, November 25, 2012 /PRNewswire/ --

- Renvoi : une photo est disponible sur le site de l'EPA (agence européenne des photos de presse) (http://www.epa.eu) et à l'adresse http://www.presseportal.de/pm/107405/ -

Dans la lutte de plus en plus impitoyable que mènent les boutiques en ligne pour conquérir les consommateurs, le secteur traditionnel de la vente au détail exploite de plus en plus ses propres atouts caractéristiques. « La saison des achats de Noël qui approche lui procure un net avantage. Le véritable esprit de Noël ne peut pas être trouvé en ligne ! », explique le Dr Kersten Rosenau, fondateur de la société First Christmas (http://www.firstchristmas.de). Basée à Hambourg, celle-ci est spécialisée dans les décorations de Noël et opère dans le monde entier. Afin de tirer parti de cet avantage, le commerce de détail investit cette année des sommes d'argent plus importantes dans les décorations de Noël. « Les centres commerciaux arborent de spectaculaires décorations de Noël, afin que celles-ci leur confèrent la chance d'être vus comme des "centres de Noël", des endroits où l'on peut vivre Noël comme nulle part ailleurs ! », a ajouté M. Rosenau.

Se contenter d'afficher des ornementations clinquantes et quelques étoiles ne suffit plus. Les attentes sont de plus en plus fortes. M. Rosenau fait état d'arbres illuminés de 30 mètres de haut (Westfield, à Londres), de 120 kilos de pommes de pin (Höfe am Brühl, à Leipzig) et des plus grands anges lumineux au monde (Centrum Chodov, à Prague). En 2012, de nombreuses décorations sont au format XXL dans les centres commerciaux allemands et, comme l'expert le sait, c'est également le cas dans la plupart des autres pays européens. « Nous sommes au service de centres commerciaux petits, grands et même gigantesques depuis de nombreuses années, dans des endroits tels que Dubaï, Milan, Londres et Moscou, et nous possédons une présence particulièrement forte en Allemagne. Cette année, dans tous les pays, nous pouvons constater le désir de rendre les décorations de Noël dans les centres commerciaux beaucoup plus somptueuses qu'elles ne l'étaient il y a quelques années », rapporte M. Rosenau. Une autre tendance est la combinaison de la lumière, comprenant souvent des changements de couleur, avec de la musique. Des shows étoilés commandés par ordinateur imitent le modèle new-yorkais et des arbres de 25 mètres de haut, fabriqués à partir de boules de lumière, sont dirigés chacun par un ordinateur.

Une période d'un à deux ans de planification n'est pas rare et la décoration d'un centre coûte souvent 500 000 EUR ou plus. Aujourd'hui, il est de la responsabilité de designers d'intérieur, de décorateurs, de dramaturges et de techniciens d'évènements hautement spécialisés de créer une mise en scène de Noël appropriée et adaptée au bâtiment. « Quand les décorations de Noël des centres commerciaux sont allumées, traditionnellement vers le début de l'Avent, plus de 500 spécialistes ont effectué leur travail pour notre seule entreprise, après avoir décoré professionnellement plus de 100 centres commerciaux. » « Voilà qui donne quelques sueurs froides aux boutiques en ligne », conclut en plaisantant M. Rosenau.

Dr Kersten Rosenau, First Christmas by ROSENAU GmbH
Tél. : +49-(0)40-86-64-875-0
Portable : +49-171-380-7266
http://www.firstchristmas.de

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