SOFT PARIS AND ANN SUMMERS – THE COMPARISON
Coined by the Daily Mail as "France's answer to Ann Summers", might Soft Paris quickly become Ann Summers' chief Party Plan competitor in the UK?
Let's take a moment to explore the the variety of similarities and differences between the two companies.
Profile
There's no doubt that the extent of Ann Summers' profile in the UK could be an advantage to any aspiring brand ambassador. In comparison, Soft Paris is relatively as yet unknown in the UK. However, popularity doesn't necessarily equate quality and many consider the Ann Summers brand a little 'downmarket'.
Products
From start to finish, Soft Paris creates an exclusive range of high-end, chic bedroom products, exceptionally designed and developed by their in-house development team. In comparison, the Ann Summers product range contains a mix of own-brand and bought-in products from an array of suppliers: two additional lingerie brands (Giles Deacon and Knickerbox) and twenty-eight adult toy brands. Consequently Ann Summers offers a wider range of products, for example - Ann Summers stocks around 150 adult toys, where Soft Paris offers 50.
For many customers, a company's packaging and gift-wrapping aesthetic is an important part of their decision to buy. Gift-wrapping all of their products, Soft Paris' packaging reflects the high-end look and feel of the brand, where Ann Summers takes a more low-key, economical approach.
Ann Summers offers regular sales promotions, and though these might be welcomed by their customer-base, it places additional pressure on their Party Plan teams to match their offers. Comparatively, when Soft Paris conduct sales promotions their Advisors can offer the same incentives, so they're not competing with other Soft Paris selling channels.
A Focus on Direct Selling
Ann Summers sell their products through various channels, including an extensive high street store network, wholesale and e-shop. Where this may pose disadvantages to their self-employed Party Plan teams, it poses obvious advantages for Ann Summers customers, offering flexibility in how and when they can purchase.
Unlike Ann Summers, Soft Paris is a direct selling-centric company. Soft Paris believe that having one key selling channel is a significant advantage to their team of self-employed advisors, while it also ensures that correct product advice is always readily available for customers. This exclusivity reinforces the premium brand message to both the advisors and customers. The extensive range of unique Soft Paris products can only be purchased at a Soft Paris Party, but a smaller selection may be found on the website www.softparis.com/direct.
Ann Summers Parties: 'The most fun you can have in your living room'
The Ann Summers party model uses party games to create a relaxed approach to buying lingerie and sensual products, though spends little time advising the customers on the product range. The format clearly appeals to many women, as might be assumed by the popularity of Ann Summers parties. Ann Summers parties are often characterised by partying and drinking. "Do I have to provide lots of alcohol" is one of the FAQs on the Ann Summers website. Ann Summers suggests that "everyone who will be drinking brings a bottle", or brings a collection of leftover spirits to make a punch. While Soft Paris suggests Ambassadors have little more than a glass of wine, the Ann Summers drinking culture might tempt participants to buy more than they usually would.
Since 2006, Soft Paris has revolutionised the lingerie and sensual products party plan market, introducing specific party themes, tailored to the needs and desires of today's women. Customers benefit from the expertise of Soft Paris advisors, who are trained to teach the secrets of seduction and answer any questions along the way. The purpose of a Soft Paris advisor isn't just to sell products, but to understand, advise and instruct customers in using Soft Paris products.
Unlike Ann Summers, Soft Paris offer customers the opportunity to have one-to-one discussions with their advisors, where they can receive advice and even purchase in complete privacy. However, some customers may prefer the Ann Summers model, where customers can order without any input from the advisor, but where limited advice is available on request.
Also, unlike Ann Summers parties, which are exclusively for women, Soft Paris offers party themes where both men and and women can attend. Soft Paris' new 'Les Amants' theme has been developed especially for couples.
Party Planners: Training is the key to success
Training is an integral part of direct selling success, though companies often differ in the quality of training they provide. Soft Paris believe training is essential and encourage advisors to attend as many sessions as they can.
Hostesses
Both Ann Summers and Soft Paris offer extra incentives to party hostesses. As an Ann Summers Hostess, you'll receive some pre-party coaching, as well as 10% of your guests' sales to spend on yourself. As a Soft Paris hostess, you'll receive 10-12% of your guests' sales (full amount based-upon total sales and party bookings as a result of your event), as well as pre-party coaching.
Benefits
Both Ann Summers and Soft Paris offer additional benefits to their advisors. Every year plays host to National Soft Paris Day, a chance for each Soft Paris Advisor to celebrate the successes of the last 12 months as well as the new collection. With training workshops on sales technique and presentation, new product showcase and awards ceremony, Soft Paris National Day is firm fixture in every advisor's calendar.
Soft Paris is in the process of expanding throughout the UK, so why not discover your entrepreneurial side by becoming a Soft Paris advisor.
