We no longer present Virgil Aches. American designers who participated in the controls of Off-White and Louis Vuitton are sure to be inspired and always ahead of their time. On his side, Alexandre Arnault, CEO of Rimowa, and son of the luxury group LVMH. United met their thoughts on the fashion industry in a crowded world of the world on Friday for a new vision, a collaboration of astronomers from Paris ten years ago with millenniums and even Canye West. Potteri Hotel, Paris
Off-white: Internet success in retail development
Burgil Abloh told journalists, experts and students that 'Off White is my diary, I talk to myself.' There are many fans of Star Art Director among them. Founded in 2014, the Off-White brand created the image "from the beginning" and invented the famous logo. On the French house side, it is difficult to change the pre-set code. "The relationship with Louis Vuitton is different, it's a conversation with a home legacy that was founded in 1854. But like Off-White, branding and icons are important," said Virgil Abloh, "Monogram is a fascinating work tool.
On the other hand, Instagram's 5.5 million followers are Virgil Abloh's think tank. "Off-White is a man, it's a woman … a wedding dress as much as a sweatshirt," says a designer famous for his multifaceted approach and his abundant creation. Decrease in dozens of media collaboration. The cloudless sky for Virgil Abloh, his brand was dedicated to being the most sought after site on the LIST site. This does not prevent you from questioning the price positioning of a good and whether it belongs to a luxury item. "I am often asked this question," Virgil Avelo laughed. "Off-White has formed a team of 40 paying people through responsible workshops," he concludes: "In some ways, it is the price of originality. "
On October 25, Off-White opened the doors of the Dubai boutique. And while the brand has been dominated by social networks and the digital boom, physical channels are an essential part of the founder's career. "Off-White is not an online store." He recalls that the brand currently has about 20 stores and is targeting 40 from next year. All sales areas of a brand depend on the rules established by the creator, and they value the customer experience. "We have to think about the limited edition that means sold out, but we have to give up all other products that are the foundation of our brand." He considers Colette to be a physical reference space. Alexandre Arnault prefers "360 ° relationship with Apple Store customers".
Products, luxury and collaboration
"Virgil had already wanted to collaborate with Rimowa before taking over Rimowa in LVMH (2016)," the two presidents laughed. He knows that the idea of the famous transparent suitcase comes from the creator of Off-White. According to Alexandre Arnault, the style that contrasts with current social trends is obsessed with data and confidentiality. "Transparency makes it possible to build a connection with people. A little more exposure than what customers use will create a personal relationship with the collection." The designer emphasizes that the product needs to be updated to encourage purchasing.
"Design can be a very greedy industry." While Arnault explains the niche market through the case of the Apple iPhone, he also admits Virgil Abloh. "People do not need more than three suitcases, so you need to come up with ideas that you can revisit, not because you need a bag, but because you want this special bag. We conclude the development. "When we bought Louis Vuitton in the 1980s, the company was today the size of the Limon. We have the potential to grow, and we are positioning ourselves in a niche market called "Functional Luxury" as a luxurious luxury brand that fits consumer needs. "American designers are very clear about collaboration." In the past, it was called a marketing project, but it was the cause of a revival in fashion for me. "
Virgil Abloh is often criticized for lack of training in the sector by reducing the role of the "new generation" creative director. But he analyzes the phenomenon with a delayed thought. "I think that fashion design is different than before, and the most important thing for creators today is to understand the ecosystem in which we live," he analyzes the creative process, the evolution of the parade, and the changes caused by the digital explosion. . "Social factors and networks are essential in this paradigm shift: consumers are not just getting products, they are building relationships with products and writing messages," adds Alexandre Arnault. "Before, the brand directed what it wanted to sell, but today, it is impossible to control messages that can respond, repurchase, or like."
According to Burgil Abloh, this change of context also implies the evolution of the concept. "We have to question the terms luxury, high fashion, low fashion and street wear. The meaning of the word" luxury "is related to the previous generation, but today linking is relevant." I will. In a view shared by Alexandre Arnault, he does not recognize the automatic connection between price and luxury. According to him, the concept of luxury must be linked to creating originality of the product. Burgl Abloh concluded that the leader of the next generation of leaders who want to change the rules of the game is: "As a creator, I want to offer consumers products that I can be proud of, I want to wonder where people come from, and the new luxury is to make this emotional connection with the product."
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