Loro Piana: Ownership Under LVMH & Brunello Cucinelli Comparison
Former Brand CEO at LVMH
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Loro Piana: Ownership Under LVMH & Brunello Cucinelli Comparison(May 6, 2024)
Former Brand CEO at LVMH
Interview Transcript
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I love it.
We felt we could bring some positive tension to it, especially on the creative side and certainly on the leather accessory side, which is a very lucrative business when done well. We have specific know-how at LVMH to do that. It just took us time to find the right trajectory to develop leather goods and accessories for that brand. It takes time, but we have time.
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I love it.
To secure prime locations, you need to be aware before anyone else. You must be convincing vis-à-vis the landlord, and then possess the retail discipline to execute it. He had retail discipline, but it was not on par with the quality of the product, which was interesting. So, we felt we could really boost that. Here, we have something where we can bring our retail understanding and expertise to grow it. We can develop it in leather goods. It is in a part of the portfolio that we don't have, where this is a unique product with a unique positioning and a fantastic cult following by those who know it. We can make it better known. We should make it better known. Yet, we must stay on brand in how we do it.
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