I've always felt that music can enhance whatever feeling you experience. The right tune on your iPod will put a beat in your step, whether you're on your way to work or running laps for those two bars of chocolate you ate yesterday. That's why I think the effect of the right music playing in boutiques is not to be underestimated. It can create or destroy the atmosphere in a shop: the one that decides whether shoppers feel comfortable, whether they think the store's ID corresponds to their own, whether they're in the mood to spend their cash right there and then.
For a recent article I decided to call up a few store managers and ask them what music they are playing in the shop at this time. Axel, of my favorite Belgian boutiques, Princess Blue and Sketch, introduced me to Kitsuné, the French record label / fashion house / creative collective. Their latest compilation CD is exactly what I imagine would be playing in Axel's shops. It's slightly edgy, but not too much. It's melodic, but with a twist. And most importantly, it's upbeat, in an inspiring, let's-go-dancing-tonight way. Perfect soundtrack to picking out the perfect Hussein Chalayan dress.
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