Balmain Creative Director Shares Balmain'S Future Plan

Recently, Balmain Olivier Rousteing, a creative director, visited Metropolitan Museum of Art in New York, and shared the plan for the future of Balmain with the initiator Alina The, who is a dialogue project named "The Atelier With Alina Cho".

In the talks, Olivier Rousteing said she would increase the development of accessories. "Balmain is the representative of the luxury industry, and the price is also high. But I am also concerned about those customers who are unable to buy our advanced garments, so I am very clear about expanding the existing accessories.

Line. "

Compared to the garment line, Balmain's accessories series is quite different, especially the most profitable package products. In its official website, the bags are sold in a single style, from the leather handbag of about 2300 yuan to 38000 yuan suede.

There are only 6.

In last month's 2017 spring and summer fashion week in Paris, Balmain's new rookie came out with 81 new outfits, but it was hard to find a handbag: none of the models had handbags on hand.

Handbag products currently displayed on the Balmain official website.

The move was not groundless: in June of this year, Mayhoola, a private equity fund held by Sheikha Mozah, Qatar, bought France at a price of 485 million euros (3 billion 610 million yuan).

Brand Balmain.

After the acquisition, the brand made it clear that it would strengthen its business in the future including handbags and other accessories, and expand the scope of the layout of the global shops, thereby accelerating the development.

Olivier Rousteing and fans

Olivier Rousteing

As a social media star, Olivier Rousteing, with its activity and popularity with celebrities such as Kanye West, Kim Kardashian, Rihanna and so on, will make it a popular brand on Instagram, Snapchat and other platforms.

For traditional fashion houses like Balmain, such a passion to embrace social networking and digital media is not common, but Olivier Rousteing has successfully persuaded the brand's top executives: "people used to doubt whether fashion and digital platforms really match, but now you have to face not only the existing customers, but also those who may not be able to buy for the time being - it's good to communicate with a group of people, but is it better to interact with the whole world?"

According to the survey data of NPD of New York market, the motivation and process of buying brand name handbags from the age of 18 to 34 had a significant change than that of the previous generation. They responded quickly to brand image, promotion and commodity itself, and a large number of people would study and compare the difference between products before buying, and pay more attention to the uniqueness of the package itself.