The Tamesis
Atkinson agrees: “Brands [we see] The people who do it well are the ones who are focused on it, but also true to like all the other things they do, which is obviously the brand, connecting with customers, and then incorporating AI into customer touchpoints to provide a better experience. “
But even players shy away from e-commerce can make a splash, as seen at Paris Fashion Week in March, when Matthieu Blazy’s debut Chanel collection sparked a frenzy in the fashion capital. Aiken, who was in the city for fashion week, said: “I think it raises the question of what the playbook should be now to drive relevance and hype. It’s really an intentional distribution strategy, right? Like, if you look at the launch of a Chanel collection, as it travels from city to city over time, it’s clear that they’re just a store-based environment. It creates a lot of immediacy through various communication channels, and then supports it all with exceptional storytelling.”
“While DTC has come a long way, it’s still not quite the same as walking into a store and talking to people or feeling like you’re part of a community of people waiting in line,” Atkinson added.
The first chapter of “How to Sell Now, Direct to Consumer” was released on May 13, and the full report will be released on May 27.
Panel discussion: The next growth market for luxury brands
As China’s economic growth normalizes, Southeast Asia, India, the United Arab Emirates and Saudi Arabia, Africa, Brazil and Mexico, emerging markets that Kering’s Luca de Meo calls the “six pack” of luxury brands, are emerging with white space to exploit. Panelists from Saudi Arabia, Brazil and Africa certainly seemed to think so.
Bruno Astuto, chief creative officer of JHSF Participações and columnist for Vogue Brazil, said “Brazilcore” is catching on. “It started with football jerseys and Havaianas flip-flops on TikTok. But it doesn’t end there.” Astuto points to the growing international profile of Brazilian films and brands like Granado and Farm Rio. “Even for us at JHSF Group, we are exporting hospitality to Latin America for the first time,” he said, referring to JHSF’s partnership with the Fasano Group, of which it is the majority shareholder and real estate partner.
JHSF also operates luxury retail brands in Brazil, including Hermès, Celine, Brunello Cucinelli and Isabel Marant. Alaïa, James Perse and Fusalp will join the portfolio, while Loro Piana will open a directly owned store. “The first Loro Piana in Latin America will open in our mall,” said Astuto. “The challenges facing the country are first and foremost our import taxes,” Astuto said. All eyes are on the proposed EU-Mercosur trade agreement, which would reduce tariffs.
