Why Invest in a Luxury Salon?
The Dessange customer expects to pay a top price for exquisite treatment and services
An investment in a Dessange salon franchise is an investment in a proven luxury brand with a distinguished past and highly sustainable future. This is especially true in the North American market, where experts say luxury brands are growing at a faster pace than in saturated European markets.
The luxury market is thriving. According to Transparency Global Market, the luxury industry was valued at $296 billion in 2013 and will grow much larger by 2020 — to $375 billion. Demand for luxury products and experiences is driving this growth, and it’s predicted to continue. According to The New York Times, the U.S. luxury goods market grew 8% in 2014.
An unique opportunity for multi-unit ownership
As Dessange expands across the country, we are looking for a team of empire-builders to help us grow our iconic luxury franchise. We have already proven our mettle in the industry through our 60-plus years of experience in the luxury sector.
Owning a Dessange salon and spa is a unique opportunity to be a forerunner in the luxury salon niche, where there currently is no clear franchise leader. Most competitors are independently owned salons. Branded salons tend to congregate at the lower end of the segment, concentrating on discount haircutting and convenience. Dessange caters to an entirely different customer, one who is seeking the highest quality luxury experience.
The most successful Dessange owner loves and appreciates the finest in luxury standards and also understands — or is willing to learn — how to successfully scale a luxury salon concept.
Growing customer base, high profit margins
Dessange consistently attracts a luxury consumer who’s older than 35. Yet, younger generations are now eager to experience luxury brands. In fact, luxury market experts Greenhill+Partners say that by 2015 Millennials will be the fastest-growing segment of the luxury market.
Increasingly, we go beyond typical consumer profiles and cater to a customer who is ageless. Our customers have discerning judgment, something that never goes out of style. We are to the luxury salon market what Louis Vuitton is to retail or Apple is to technology — brands that are the most valuable in their respective industries.
“Our customers consist of men, women and even children, but naturally women are at the core of our clientele,” says Charles Moyse. “Many of the women who come to our salon are professional and very sophisticated. They know what they want. They want to be pampered, and they feel the end result is going to meet their expectations. It’s going to be an experience that’s worth what they are paying.”
It is not unusual for a guest to spend several hundred dollars for one visit to a Dessange salon. Our luxury salon experience is all-inclusive, and it generates many streams of revenue, whether it’s from an expert cut and color, relaxing massage, specialized skin treatment, pedicure or manicure. We also have many exclusive Dessange products for sale, including a luxury hair-care line and haute couture make-up that includes modern colors, sensual textures and innovative packaging.
Dessange is already the leading international luxury hair salon franchise, and it is uniquely positioned to reign as the premiere luxury salon franchise in the United States. There is a huge opportunity for a franchise brand to become the luxury salon leader in the U.S. and capture the largest part of the market share in the elite salon space.
A passion for luxury, savvy business skills
Many people inaccurately assume that they must have hairstyling or fashion industry experience to achieve success in the luxury hair salon segment. That’s simply not the case. The most relevant experience you could have is running or managing a business and possessing the ability to find, hire and motivate top talent.
“There are a number of types of people who can do this well,” says Dessange Group North America President and CEO John Costanza. “Somebody who’s stronger in some areas, such as marketing or operations, but who understands how to recruit talent is a great candidate. It’s very helpful when a franchisee thinks in terms of an entire market, rather than one salon.”