After opening two “Qwstion Invites“ temporary stores in Berlin and Zurich, the essential and functional Swiss-Dutch bag brand Qwstion has inaugurated its first own store in Zurich in June 2015. While offering their complete own product collection, they also host a selection of brands by upcoming international designers. “The demand for quality and long lasting products are a main trend,” recognizes Qwstion’s creative director Christian Kaegi, referring to their stores first achievements. Interview by Maria Cristina Pavarini

What are the current bestsellers and why?
Our Organic Cotton Seasonal Edition «Camel» has been well received. Especially the Daypack, which is a backpack, but then it’s also not your typical backpack. Our customers like it especially because their color is timeless, yet fits the summer season.
Also the current Special Edition «Rawcycled Leather Shopper», made from GOTS-certified organic cotton as well, has many fans. The Shopper is basically a simple, tote that transforms itself into a backpack with our signature system. Versatility is much appreciated.

Do people buy according to their favorite brand, style, or impulse?
A lot of our customers come to get inspired by entering our store. They appreciate the brands we have selected because they all have a strong story and their style is timeless.

Qwestion Zurich
Qwestion Zurich

Where do you order from? How do you inform yourself about trends? How important is the communication with regular customers? How do you communicate with them?
As the name «Qwstion Invites» suggests we have developed a new concept: we invite likeminded brands to present their products within a kind of shop-in-shop concept. We provide an inspiring environment, and the brands we select provide inspiring products as well.

Our communication with customers is very important: we act through social media channels and via newsletters. Our sales personnel is also crucial because they can convey all information about the products we offer and suggest what styles could be best for each of our customers. All this is what makes our store different from others.

How do the collections you offer for next fall/winter look like?
We are continuing offering our Duotone-Concept which we launched with the spring/summer 2015 collection, offering new color combinations. Generally we continue to develop timeless pieces for everyday use that work just as well in a meeting as on the bicycle.

What are the most important trends, in general?
The demand for quality and long lasting products is generally growing, which we are very pleased about. Also we can see the importance of technology in all areas of culture rising. We are reacting to the increased speed of interaction through social media, with a «slow retail» concept that is mainly physical and lets customers free to experience and touch products. This way they can feel their quality. In addition, our store is devised to make customers feel relaxed. This way they can take their time and spend time inside our store.

Qwestion Zurich
Qwestion Zurich

Did you add any new labels to your assortment?
Represented at our store there are also Swiss made shoes by Velt, Kinsfolk jewelry from Zürich, All Blues bangles and rings, Stutterheim raincoats and TID watches - all from Stockholm, Artek furniture from Helsinki, A Kind Of Guise from Munich, the London based clothing brand Folk, books by Phaidon (also from London), stationery crafted in Zürich by Le Pigeon Voyageur, cents from Juniper Ridge from Berkeley, in California, New Tendency furniture and R.T.CO sunglasses from Berlin, Aëdle Headphones from Paris, Vifa Loudspeakers from Viborg, in Denmark, Bellroy accessories from Melbourne (Australia) and the new clothing brand Solstice from Lausanne and - of course – our Qwestion bags.

What do you like about your customers?
They are open-minded and look for quality.

How important is the interior, the atmosphere and the whole package?
With the big competition in retail nowadays, a shop’s interiors are obviously crucial in order to offer your customers a unique experience.

Badenerstrasse 156
8954 Zurich