Loro Piana'S Insight Into Brand Culture And Business Strategy

In today's

Boundary,

It is a special existence.

It does not have a reputation as the owner of the industry.

But it allows LVMH Group Chairman Bernard Arnault to become a fan of its own. Its single products are often low-key softly, as if they deliberately evade beauty, but they always sell high prices easily.

The Italy brand was originally a family business, and its history of woolen fabrics dates back to Trivero in nineteenth Century.

Later, after several generations of operation and inheritance, it developed the business form of both the luxury business department and the textile department, and joined the LVMH group in 2013.

In the autumn of 2016, after Loro Piana joined the LVMH integration period, the current president Fabio d Angelantonio took the initiative.

Prior to that, he was president of a Italy eyewear company and held a leading position at the parent company.

Like the style of Loro Piana, the new CEO Fabio d "Angelantonio is very low-key. After entering the post for a year, he has not received any reporters from all over the world.

According to the world clothing shoes and hats net, mid October, the value Loro Piana is located in the boutique store on the first floor of Shanghai Heng Lung Plaza. It's a "weaving excellent" handicraft limited time exhibition to pay tribute to Italy's traditional crafts and creativity. Fabio d "Angelantonio appeared at the exhibition, and accepted an exclusive interview with the reporter, showing his unique personal style, his insight into brand culture and business strategy.

First saw Fabio d 'Angelantonio, standing in front of a smiling Italy gentleman.

His head was flying to a bit of a mess of dark brown hair and a beard to give him an artist's breath. But he was very gentle and elegant in dealing with people. It was hard to think of the word "pioneer".

Until the conversation went deeper, he emphasized every value he valued and the way he led the company. You could feel that the president was very much in line with Loro Piana. He had some kind of two sides. Behind the seemingly classical attitude, there were some valuable properties in the industry.

In the way of Fabio d 'Angelantonio, pioneer attitude includes innate enthusiasm, adherence to tradition, exploration of new materials, unique grasp of the digital age, meticulous care for environment and life, and deliberate pursuit of revolutionizing. Instead, it aims to promote gradual change.

25 years ago

Interviewer: as an Italian, you used to hold an important position in a famous eyeglasses group. What kind of chances do you have to join Loro Piana and lead it?

Fabio d 'Angelantonio: over the years, Loro Piana is very famous in Italy.

Once you start wearing a custom suit, you will soon find that the most advanced fabric in such clothing must be provided by Loro Piana.

I grew up in Rome. When I was 20 years old, at that time, Loro Piana had no direct selling shop. Rome had a six or seven hour drive from its headquarters, and I drove six or seven hours to buy fabric there.

At that time, I had been buying this brand, though I was not born in a very wealthy family in Italy.

At that time, wealthy people would go to custom shops, and they could get Loro Piana fabrics in Rome's custom shops and tailoring shops, but the price was three times.

At that time, I didn't have any money, so I went all the way to its factory store to save money.

That was 25 years ago, before I was far from its CEO, it was such a passionate way.

This may indicate that I have such a passion for high-end fabrics themselves.

At that time, it could only go outside the factory, which was equivalent to its sales department.

I feel as if I have entered a sea of color, and my hands are very delicate, and I can feel that Loro Piana has his own attitude and character.

At that time, the staff in the business department also looked at me as a person who knew Loro Piana very much.

So, 25 years later, when I received the call from Loro Piana, I immediately realized that this is an opportunity I really want, and I must seize it.

Gradual change

Reporter: now that you have been president for a year, can you tell us what is the most significant change in the current operation?

Fabio d 'Angelantonio: I don't want to use the word change here. I may use more words such as evolution (evolution, gradual change).

Because the brand has a very healthy development trend, its product itself and its customers have already had a very special relationship.

This has become a natural strength of Loro Piana.

You can wear a Loro Piana on the body, whether it is a coat, sweater, or any jacket, it will be very close to the skin, its comfort and lightness are incomparable.

This makes it easier for customers to become loyal customers for a long time or even a lifetime.

Specific to my work priorities, the first is talent.

Now I have a very good team working side by side, and I hope to continue to attract more young and international talents, especially in the market, communications and products.

Next, if the company wants to grow further, it needs to embrace the new development cycle of the whole world, tell our story to the new generation of guests in this cycle, maintain its charm and value, and can always be regarded as the benchmark of the industry.

Retail stores are also important, especially in some areas.

At present, the number of retail outlets is not enough to reflect the important value of this area. We have opened a new flagship store in Paris, Shanghai, Beijing and Seoul, Korea. In the next one to a half year, the flagship stores in Dubai and other cities will also be opened.

This is not just a shop opening, but also a process that enables us to appreciate our obvious existence.

Reporter: as a connoisseur in the market field, what is your balance technique in maintaining the stability of family brand and developing the market in a hundred years?

Fabio d 'Angelantonio: what we want to do is to gradually change the way in which we will make some changes in the way of communication, and we will also innovate in product and customer experience.

But the original positioning of Loro Piana and the story behind the brand have been deeply rooted in the hearts of the people. These will not change, and their pursuit of sustainable development will not change.

We hope that we can remember Loro Piana. First, it always persists in the pursuit of the best natural raw material fibers in the global pursuit of the best natural materials. The two is that it is also unswerving in pursuit of better craftsmen and weaving processes.

These techniques enable you to have the closest intimacy after wearing Loro Piana, and you will have a special relationship with it.

If people have five senses and six senses, Loro Piana stands for touch.

You have been touched by touch even before you see it.

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Reporter: just now, a new generation of young guests has been mentioned. The consumers in the Chinese market are very young. What is your strategic vision for this market?

Fabio d 'Angelantonio: the main Chinese customers I see today are often very discerning.

They travel around the world and have a deep understanding of quality, especially at the same time.

They are no longer just looking at a trademark, they want to get the quality of a brand and the character behind it, not only for female customers, but also for male customers.

At present, our Chinese market strategy mainly includes: retail stores will further increase, and this year will also open several very important boutiques.

Moreover, the digital strategy here deserves special attention.

Chinese consumers have a characteristic, they always seem to be online, so we will pay more attention to let them get information through their favorite social platform.

Finally, we will pay more attention to Chinese customers in terms of product development and design.

This year, we first launched the "King's gift" series of women's clothing. When we design it, we are thinking of a Chinese female consumer.

This series is mainly made of some very fine wool products. The diameter of wool yarns is only 12.5 microns, which can be said to be the finest and lightest wool yarn on the earth. It is a product that we have cooperated with Australia and New Zealand herdsmen for many years.

This series has only been made in men's clothing since its launch, and has made great success in China.

Most of the consumers here are experts, and they know very well about Loro Piana.

They came to the shop and knew what they wanted and what they could bring to them.

Personality and attitude towards the digital age

Reporter: just now about digital strategy, what is your driving force in this regard?

Fabio d 'Angelantonio: digital channels are very important. They can help us maintain close communication with consumers of the world and consumers of experts.

We launched the WeChat platform and Alipay platform in a timely manner. We must be qualified from the basic digital media and digital channel providers.

But honestly, in terms of digitalization, we may not be able to do the best.

Because Loro Piana has its own characteristics, it is very obvious that the product is king. The beauty contained in the product itself is difficult to completely pform through electronic channels. We still believe that only by touching, close contact and dressing can people suddenly become fascinated.

It's hard for you to imagine that Loro Piana customers don't touch the product and buy it.

Because touch is indeed the strongest feature of Loro Piana, its fibers are always very soft, yet very rich, light and delicate.

We will continue to ensure that electronic channels can become a very smooth way for consumers to do research and business pactions. At the same time, they will also ensure that their customer service personnel receive high quality training, have a full understanding of products, and can treat consumers in a personalized and very close way of service, so that they feel close to each other and touch their hands.

Promoting sustainable business and life care

Reporter: I understand that Loro Piana has different measures in protecting the origin of Loma.

Your emphasis on sustainable business and the latest initiatives?

Fabio d 'Angelantonio: the horse is mainly in the Andes, and it was commercialized forty or fifty years ago in Peru and Argentina.

But the commercialization of the killing of Luo Ma was illegal.

Later, the Peru government launched a competition in the hope of a reasonable and lawful way to pick up velvet and help the local herders out of poverty.

At that time, no one had the ability to get the velvet without killing the horse.

At this point, Loro Piana developed a complete set of technologies to achieve this.

We worked with the government to collect lawsuits, protect the endangered species, and help them get rid of poverty and become rich together with local herdsmen.

This is very important. Only when the final payment to local herdsmen is much higher than their previous income, they have better returns, and the new way of picking up the goods can continue.

For us, on the one hand, we should protect nature and protect animals. On the other hand, we must protect the local population and let them have better living space.

Now, once the endangered species of the llama population have increased rapidly, we also attach great importance to continue to give the herdsmen a very good return, whether they are the herdsmen of the older generation or their children.

At the same time, we also provided a sum of money to help local water conservancy development, construction of roads and canals, small reservoirs, basins and so on.

Because the rainy season in the Andean mountains is only two months in a year, water resources are particularly important, and the accumulated water brings better environment to people, livestock and wildlife.

Italian aesthetics and fabric explorers

Reporter: as an Italian born in Rome, what do you think is the most outstanding feature of Italy fashion? How does it reflect the brand values of Loro Piana?

Fabio d 'Angelantonio: constantly explore the true, pure and beautiful nature that can be provided - this is a very important point in our Italy culture.

Another point is to know how to enjoy life.

On the one hand, Italians tend to never accept the compromise to pursue the most exquisite and exquisite objects; on the other hand, they not only pursue the pursuit of aesthetic value, but also pursue the best functionality because it enables people to enjoy a beautiful life better.

The above two points have led to the emergence of many skilled craftsmen in Italy.

Loro Piana here too.

It has six generations of heritage history, and every generation is constantly exploring and searching for higher quality fibers.

Because the quality of textiles originates from its raw materials, we spare no effort to search for or invent fibers in a global pioneer with a pioneering spirit.

For example, cashmere, which is a patent for Loro Piana, is the inner velvet of special little goats in Mongolia and Northern China. It is the first comb after birth. It is very thin and precious.

Before the herdsmen mixed it with adult cashmere, we tried to persuade the herdsmen to divide it very laboriously.

It produces a distinctive velvet degree, a sense of touch and a great sense of body.

Interviewer: what is your long-term vision for Loro Piana in the next 5 to 10 years?

Fabio d 'Angelantonio: in the next 5 to 10 years, I hope that Loro Piana can continue to give the memory of the guests when I first went to its factory outlets 25 years ago - that time I felt, what I saw, touched, and the good service of the salesmen.

At the same time, we will continue to develop more new products to meet customer requirements.

This is reflected in two aspects: first, continuous search for new natural raw material fibers; two, innovative treatment of existing raw materials to produce unexpected good results.

For example, the recently released technology has made the cashmere have better waterproof and waterproof properties, and is also more green.

More interesting reports, please pay attention to the world clothing shoes and hats net.