Givenchy Fashion Show Is The Most Popular Topic In Fashion Industry

Givenchy for the first time in New York, USA

It has become the hottest topic in the fashion industry. At the same time, the brand new opening of Madison flagship store in New York has become the focus of the moment.

The reporter has made an exclusive interview with Mr. Givenchy global CEO Philippe Fortunato for this brand that has been a brilliant performance for LVMH group in recent years.

Reporter: it is said that you are very close to China, and you have traveled to China during your schooldays. Can you talk about your understanding and understanding of China and your views on China's luxury consumer market?

Philippe: every time I visit.

All of them enjoyed it very much, and the vitality and variety of it inspired my inspiration.

I think many people think that it is a common misunderstanding that China entered the luxury market in the 1990-2000 era.

In fact, ancient China had been at the forefront of the luxury market, when the court ministers were the biggest luxury consumers, and they pursued elaborate furniture, porcelain, artwork and fabrics.

Since then, the era has changed again, and since 1980s, China has been eager to regain its market leadership and dominate the art and high-end products.

Pyramid is representing the traditional middle class population with increasing numbers and rising social ranks. They are smart, successful entrepreneurs and professionals with a sense of belonging.

Personal image is very important to them. Buying luxury is part of shaping the image.

Anti Pyramid means high net worth individuals sitting on a lot of wealth, just like those European elite who call the grand tour after the 16-17 century, or commissioned to make people who buy art, architecture and luxury goods.

Today's high net worth individuals, like them, pursue unique watches, cars and various custom made items.

They are actively working with artists, craftsmen, or companies. They entrust and purchase works that reflect their personal character and share them with their friends and friends. Finally, they may donate these works to museums or galleries.

The above two groups are part of the mainstream luxury market, and also a part of the luxury market.

This growth is not necessarily visible, but I think this growth is persistent.

That's why we believe so strongly in this market.

Reporter: in December 2014, Givenchy opened second global flagship stores in Chengdu. Why did it choose to set up flagship stores in non tier cities such as Chengdu?

Whether commercial or cultural, Chengdu has rapidly developed into one of the most important cities in China.

Thanks to the government's massive investment in infrastructure construction, Chengdu is also unique, not just as a tier one or second tier city.

The successful and growing SME clusters have helped Chengdu's strong rise.

Entrepreneurs who lead these businesses have the ability to spend, and they want to spend money on brands that they trust, but they do not have time to travel.

Therefore, it is very important to set up Givenchy boutiques in Chengdu and reveal the brand.

Like all other stores, our correct location and proper opening time ensure the optimization of new stores.

Our construction team chose a unique location for the store in Chengdu, and customized the flagship store with the creative director Riccardo Tisci for the city and the region. For this reason, they even used some bricks from 15 nearby Chinese traditional houses to build stores.

Reporter: the Chinese market is growing rapidly, but there is also great instability in the economic pition period. For example, the anti-corruption and the recent Chinese stock market shock, luxury brands have also been closed. What is the corresponding strategy of Givenchy's view of the current and future Chinese market?

Philippe: in recent years, while controlling the number of retail outlets, sales have maintained strong growth.

This enables us to monitor the customer experience of each Givenchy store to ensure that it meets the consistent brand values.

At present, we have no intention of closing stores, but we may move several boutiques.

Reporter: we have noticed that certain products can be scheduled on Givenchy China's official website. At the same time, Givenchy also developed a mobile phone App for iPhone and iPad. How will the future of Givenchy make more in-depth layout in the electricity supplier, or try some O2O practices?

Philippe: we are not in a hurry to develop the in-depth experience of the electricity supplier.

We hope to convey brand stories and create brand image through quality, craft, unique consumption experience and excellent service.

Such values need to interact with customers, and it is difficult to convey the performance through the line.

In addition, I am concerned about consumers' fragile trust in online sales of luxury goods, because many high falsification products have been found online.

Just as the attitude of opening shop has always been the same, we will be equally cautious about the current trend of Internet retailing.

Givenchy is the first luxury brand in Europe to offer services in App mobile applications, but we need to be careful about this.

China has different needs and expectations, and we need to satisfy these needs through localization.