Lanvin tries to accelerate its accessories’ business. “I want them to be worth 50% of total revenue before the end of the third year from now”, stated Jean-Philippe Hecquet, CEO of Lanvin. And Italy, of course, could be one of the beneficiaries.
The (current) accessories’ web
The French brand has been a part of Chinese fund Fosun since February 2018. It manufactures footwear in Portugal, for the most part and marginally in Italy. Handbags for women, on the other hand, are all made in Italy. Men’s leather goods come from Spain and Italy. As far as kids’ footwear goes, the license to manufacture has been given to Marche-based footwear maker Andrea Montelpare.
Less clothing
The change of ownership has also signified a change in brand strategy. In the past, under creative director Alber Elbaz, the brand had focused on clothing for the most part. Now, highlights Mr. Hequet on the pages of MFFashion, the re-launching plan is based on the development of accessories lines. Moreover, it will focus on strengthening China sales (which should soon be worth 1/3 of total revenue) and on a different distribution setup.
Sialelli effect
A large part of the plan has been entrusted to the current creative director, Bruno Sialelli, who is assisted by a stylistic office employing 50 people. “I will work to make accessories worth 50% of our revenue within three years”, said Lanvin’s CEO. Furthermore, he explained that the push on the accessories department will be done even without having direct ownership of production sites in Italy or the rest of the world. In other words, he entrusts production to a “chain known for its excellence, most of all in Italy”.
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