Sometimes, reading about brand expansion plans makes you long for the good old days when designers big market grabs had to do with sunglasses and fragrance. Today Marc Jacobs’ opened his new all-beauty store on Bleecker street in Manhattan, bringing his stores on the block to five. But why stop there? CEO Robert Duffy “hinted” that the future could hold “fine jewelry and furniture.” I bet he’s not the only one at LVMH who thinks so.
During the couture shows the hottest topic of conversation runway-side was, unquestionably, whether or not Marc Jacobs (left, at the last Vuitton womenswear show) was going to stay at Louis Vuitton – and if he wasn’t, if Nicolas Ghesquière, late of Balenciaga, was going to get the job. Well, since then, the rumour has only gotten stronger on the blogosphere — google “Marc Jacobs leaving Louis Vuitton” and you get over 3 million responses. But amid all the speculation, there’s one fact no one seems to know.
So instead of buying Tiffany or Burberry, as long rumoured, LVMH has snapped up Italian brand Loro Piana, known for their baby cashmere and vicuna, which take soft to a whole other level. It’s a strategic move, on many levels that go far beyond quantifiable profit, even in a world obsessed with putting a number on that amorphous thing known as “brand equity.” There are a lot of reasons why, but if I had to pick the most important, I’d settle on the following: family. Read more
According to a new report published today by the Digital Luxury Group, Chanel has ousted Louis Vuitton for the first time as the most-searched-for luxury brand in China (that’s their Beijing store, below). Rock our little velvet-lined world. Especially because why is one of the best arguments I’ve yet heard for why a brand needs to hit every luxury market segment.
In more LVMH news, after Stuart Vevers announced his departure from Loewe, Delphine Arnault (below), Bernard Arnault’s eldest child, announced her arrival at Louis Vuitton. Lose some, add some. Ms Arnault is being moved from deputy managing director of Dior to deputy managing director and executive vice-president (the latter title for use in the US; the former for France) of LV, in charge of products, especially leather goods, aka the profit-generator of the brand. Now let’s read the tea leaves! Read more
These days we all hold certain truths to be self-evident: 1) that the Chinese market, while slowing, is still expected to be the biggest fashion market in the world; 2) that the Chinese are attracted to the idea of European heritage and skills; 3) that there is an increasing drive in China to support home-grown design (or to create it); 4) that the Europeans are trying to figure out how to exploit all those two realities to their own profit. Hence, for example, Kering’s purchase last year of Qeelin, the Chinese jewellery brand, and hence Iceberg’s decision to partner with Chinese video artist Yi Zhou for a capsule collection of menswear, womenswear, and accessories, to be launched next Christmas. What’s interesting about both these choices is they are focused much more on East than West. Fair enough: you go where the money is. And with the Iceberg case we reach example number 2 of this approach, thus bringing us ever-closer to critical mass for a trend.
So Havas Media got back to me with the rankings of the Top 50 meaningful global brands (you may remember, no luxury brand made the top 25), and guess what? We finally see some luxury names. Even more interesting, however, is the geographic breakdown of where those luxury names appear – and the fact that all that ubiquity conventional wisdom has is bad for luxury may actually help make it meaningful to more.
I wonder what the luxury world makes of the new French initiative to protect its culture in the digital age by imposing a tax on sales of tablets, smart phones, etc? They, after all, (the luxury folks, that is) have been promoting themselves as a “cultural industry” for the last few years. I mean, the name of their pan-European lobbying group is the European Cultural and Creative Industries Alliance. In case you missed it somehow. Yet as far as I know they don’t benefit from any protectionist legislation, in France anyway. Read more
One of the most surprising revelations to come from the FT’s recent mini Business of Luxury summit in NYC was the realisation that architect Peter Marino is busy creating a shadow art world in fashion under all our noses, and almost no one has put it together. At one point, about a decade ago, he noted, the grand pooh-bahs of luxury decided it was time to take things “to the next level” with their stores. And that next level was… art.
Consider: he says he has a deal with brands such as Chanel and Louis Vuitton that allows him to commission three to five pieces of new art from pretty much any artists he wants. And though he does recycle it from store to store on occasion, mostly this is new. So given that stores get refits every five to seven years – well, you do the maths. He says he has probably been responsible for commissioning about 200 or more works of art from artists including Vik Muniz, Jean-Michel Othoniel (that’s his glass swirl, above, in a Chanel boutique), Richard Prince, and others. That’s practically a museum in itself. You think it’s a coincidence that Louis Vuitton is opening its own art foundation in the Bois de Boulogne this year? Read more
This will be my last post for 2012, barring an extraordinary luxury industry news event. However, before I don my skidoo suit, I wanted to leave you with two thoughts: one has to do with the new luxury buzzword, and the other with a new kind of luxury group.