Discovering business opportunities

  Mr. Joffrey Chartier is a top professional with more than seven years of experience in the strategic management of premium and luxury brands. He set-up successfully new business directions and he managed to maximize the results on highly mature market of the premium cosmetics on the North America.

Thank you, Joffrey, for sharing your knowledge!

1. What will be the future of the luxury brands upon you? How they are evolving with the years?
 
I foresee certainly very bright future for the luxury brands for several reasons:
 
There are lots of developing countries that are aspiring to luxury. In countries such as Russia and China there is already a well-defined elite segment. In Russia and China the luxury consumption is a way higher than in the Western European countries or even in the USA. These consumers of premium brands inspire the rest of the population (lower segments),  whose purchasing power is getting gradually stronger with the years. As a consequence- the market segment of potential luxury consumers is growing bigger everyday in these countries and thus, worldwide.
  (Read the article)

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 Mark Tungate, aged 40, is a Paris-based British journalist specialising in media, advertising and branding. He is the author of the book Branded Male: Marketing to Men, published by Kogan Page this year. He is also the author of the books Adland: A Global History of Advertising and Fashion Brands: Branding Style from Armani to Zara. On the journalistic front he is the Paris correspondent of the advertising journal Campaign and a columnist for French marketing magazine Stratégies, as well as a contributor to the trend forecasting service Worth Global Style Network (WGSN). His articles about advertising and popular culture have appeared in The Times, The Independent, The Guardian and The Telegraph newspapers. He also co-presents a weekly French TV show about advertising. In 2005 he was invited by Renzo Rosso, the founder of cult jeans brand Diesel, to collaborate on a book called FIFTY, the story of Rosso’s life and work.

1. The fashion brands such as Gucci, D&G, Bvlgari, Zara, Nike even though they are so different may be they have something in common?

There are two main components of a fashion brand. The first, and the most important, is that it is always changing. That is the very definition of “fashion”: it must constantly evolve in order to create desire. A brand that remains static is not a fashion brand – it is simply a clothing brand. This is not a fault: many of the brand I personally admire are not “fashionable”, but stylish, classic and relatively unchanging.
The second important component of a fashion brand is that it must have “added value”. This is the part of the brand that is invisible and ephemeral. It must make us daydream in some way; perhaps aspiring to be better looking, richer, sexier, more artistic or more intellectual. Without added value, a sweater is just a sweater, and we will only pay what we feel it is worth as an item of clothing. But when we buy an Armani sweater, we are buying into an imaginary universe and system of values that has been created by marketing. This is the very essence of branding. (Read the article)

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