Dialogue Givenchy Global CEO

What is the impression of Givenchy? What do you want to say about this fashion brand today?

Open the old yellow calendar, Givenchy, which is a gray LOGO seen in the "new world department store" in childhood. This is a mark of a man. It always looks so neat and gentlemanly. Maybe you can say that the men's dress at that time was "too serious".

Later, the emergence of Riccardo Tisci injected new blood for Givenchy, which was in 2005.

At the age of 30, the young Italy designer took Givenchy's unique aesthetic touch and successfully integrated the Gothic design elements into the brand, bringing us a brand new style.

Today's Givenchy has become one of the most popular brands of young people all over the world. The reporter will invite super model Chen Bige to chat with Mr. Givenchy global CEO Philippe Fortunato, Mr. Yu, in the business reception room of Mandarin Oriental Hotel in Hongkong, the international supermodel dialogue CEO, which runs through the experience of serious issues. Words are emanating from the emotion of the brand, the expectation for China and the past sentiment.

Supermodel Chen Bi GE's notes: "first saw Philippe Fortunato, he always smiles to welcome the person, is very friendly.

He always plays a joke on his own.

This time he invited supermodel Chen Bige to talk. Before he was seated, he would sit in front of the invitation of the super gentleman. One small detail revealed the charm of the French man in front of him.

He is so familiar with China that he has gone through too much experience in China's luxury market, and he has created too many forerunner.

Mr. Philippe Fortunato has a great deal of origin with China. So many years of marketing and brand marketing have feelings for China? From the previous LV to today's Givenchy, what do you feel about this change?

Philippe Fortunato: I want to share with you my days in China.

It was in 1988. I was a student, an extraordinary trip. At that time, we came to China for special visas and trains, because we were foreigners and had special guarantees. In those days, we could not enter all the shops, but were allowed to shop at the friendship store.

In retrospect, it was a real age, but in fact it was only twenty-five years ago.

When I told my children about this experience, they all felt like a long time ago. In the past twenty-five years, the Chinese market has undergone tremendous changes.

I moved to Hongkong in 2000 and took part in Dior, and participated in the founding of Dior China, which was a great change at that time.

2000 is precisely

When I enter the Chinese market in a big way, I can clearly feel that the Chinese customers who have made the first pot of gold demand for overseas luxury goods. They will also be eager to try new and different ways of life. That is the beginning of the golden age of luxury goods. In fact, no one has an accurate expectation of the market.

After that, I worked in Fendi from 2004 to 2012. In 2012, everyone said that luxury goods were declining, and the market was not what they used to be. But when I learned that I had the opportunity to enter China's Louis Weedon, I was still very excited. In my view, that year was a turning point in the Chinese luxury market. I think the change is fundamental and positive, because Chinese consumers have a very distinct trait, and they are curious about the products, and they are searching the Internet to learn through reading and traveling.

They began to understand the value of fashion, craft and art in essence.

They know the history of the brand very well, and know more about their purchase needs. In my view, this is the birth of the Chinese luxury market. From 50s to the beginning of this century, the luxury market is obviously not open. In the past fifty years, Chinese consumers are very depressed, because in the past fifty years, their consumption experience of fashion, craft and art design can not be touched.

The luxury and lifestyle I refer to include not only imported products, but also amazing artistic products, furniture, clothing and so on.

Despite the natural advantages that are still catching up with the trend, such as good education and curiosity, the strong desire for brand history and background has never changed.

The popularity of the Internet has opened the door to the world to Chinese consumers. At the same time, the global star effect, the outstanding star dramas have turned into a global idol.

Today, the market has become rational, but still very picky, in order to give consumers the best choice, in this competitive market, we must be very good.

We have to give the best products, excellent services, whatever products we make, China is a huge potential market.

When we do well, the brand loyalty of Chinese consumers is very high. For me, this is good news, because everyone needs to do the best.

That's why we work hard in products, services and stores.

Philippe Fortunato: actually, owning many stores is not the key. These stores are all the best shopping experiences we have to offer to our customers.

Givenchy has unique conditions in the market. At the same time, our clothing, tailoring and originality are unique. These three stores have their own characteristics. Different stores can show different styles of Givenchy, including men's wear, women's wear and excellent brand experience.

In December 18, 2014, Givenchy opened second global flagship stores in Chengdu. Chengdu has become a luxury development center in Southwest China. This time it opened shops in Chengdu, and it was also the focus of the boutique. Did it also see the "business opportunities" here?

Philippe Fortunato: Yes, our Chengdu store opened in December 18, 2014.

Our location is very interesting. We built our shop in an abandoned stone Chinese building, reconstructed and restored the building, and integrated the concept of Givenchy's design with traditional Chinese architecture.

This store will be significantly different from our New York, Paris and London stores.

This is a very interesting and novel architecture, and we will not duplicate the same style again.

Chengdu is a very special city. I have been there many times.

In the past 12-15 years, we have been paying attention to this market.

We notice that consumers here are very mature and have their own understanding of fashion.

We encountered some difficulties in site selection, but the outcome was satisfactory.

Before that, consumers in Chengdu must fly to other places, such as Beijing, Shanghai, Guangzhou, Shenzhen and other places where they opened earlier.

But the shops in those cities are not world-class. The Chengdu store will be the flagship store of our Chinese stores.

In fact, it is not a price problem, but will display our latest products in Chengdu flagship store to make it more special.

This is a very important commitment for us. We hope that consumers in Chengdu can enjoy quality brand service locally.

Our window design will be very attractive and the staff will be first-class.

They know fashion and know Givenchy.

We will attract very mature Chinese luxury consumers.

We were very excited, and I personally felt that the business of the flagship in Chengdu would be very good.

In February 2, 1952, the first show in Paris, this is an important moment. "Elegant style" has been inherited as a brand theme. What do you think of Givenchy elegance?

In my opinion, one thing is very important. We should take seriously the core value of brand when it is born.

Givenchy's models will have two very important elements that I consider to be on the T stage: everything for product service.

Everything is about innovation, making masterpieces.

While constantly innovating, it does not discard the brand spirit.

At the same time, such persistence can also link our product series.

Adhere to the core of Givenchy, so as to reflect the value of the brand.

The second point is all for customers: our designers are very elegant, enthusiastic, and willing to communicate with people.

For new and old customers are very cordial.

At the beginning of his design concept was to establish links between brands and customers.

In today's society, it means that every shop not only needs designers to participate, but also our store manager is one of them.

Our store staff must meet the same standards.

These are the two basic principles that we treasure every day and continue to improve.

It takes a lot of time and energy to build a good customer relationship, but it takes only a few seconds to destroy him.

China's consumption is very sensitive. Customers will have a lot of considerations before they trust and accept the brand. At the same time, they give up the brand quickly. Chinese consumers are very picky customers. They have high expectations for luxury goods. They also have a great understanding and confidence in their ability to spend money.

They hope to get the best service.

In some countries, the guests' tolerance for service is relatively large, but we must be excellent enough to serve Chinese consumers.

Each brand has classic images and iconic designs. The signature elements of Givenchy Givenchy, such as the image of the Virgin Mary, the star elements, etc., are also very important for the classic and symbolic elements created by the brand, and the role of prayer in the future design and brand development. Is this classic development and inheritance your view?

Philippe Fortunato: first of all, Mr. Givenchy is a master of art. We have an exhibition in Madrid, which is still on display at the museum. He shows the history of Givenchy in the past fifty years.

From the most classic to the latest products, we can see the connections and similarities, and some applications of color patterns have become a highly recognizable classic.

Many people can recognize it at a glance.

Mr. Givenchy and his later designer, Riccardo, believe in fate, and the stars seem to be the lucky charm of fate.

As far as I know, stars also have many special meanings in China.

All this leads us to the iconic pattern.

Another important point is that designer Riccardo has a very important advantage.

As a top designer, he has his passion and unique vision for art and fashion. His work is complex and mature, giving every fashion show his unique characteristics.

Such talent is rare. He is very accurate about the trend of young people in the coming year or half a year.

He has the ability to push fashion to the world. He can not only satisfy his customers more important.