vetements
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It seems people still have not learned from the Wang/Balenciaga debacle. Wasnt Wang appointed based on his ethnicity and the promise of increased sales there? Funnily enough Balenciaga already had a degree of presence in China prior to his appointment. In fact under Nicolas, the house was one of the first to seek out a top Chinese celebrity (Maggie Cheung) to translate their values to a Chinese audience. Wang did manage to create a spike in sales, but that was only because he re-introduced the label with capsule collections and dressing as many mainstream people as possible. The latter ultimately diluted the very essence and mystique of the house, my opinion. Any designer couldve devised such a plan, the success was never specific to his race. And if anything, I think Alexander Wang, the brand, gained more from his tenure at Balenciaga than Balenciaga themselves. With Lanvin it's a different story. Their first entry was into the market was in 2011, I think. And by then Chanel, Gucci etc was already established there. Lanvin's biggest inducement was probably the H&M collab, but Alber almost insisted on following a more understated approach to China, and not throw clothes at them like many did at the time, *cough* Gucci *cough*. Also, Lanvin had no de facto spokesperson in China, so there was never a hypervisible celebrity which one could associate with the brand. This is a very important angle for the mass market over there. Chanel's got Zhou Xun, Dior's got Li Bingbing, Armani's got Zhang Ziyi and LV's got both Maggie Cheung and Fan Bingbing. So probably Wang (Lanvin) resents the weak foothold her company maintains in China, and she's trying to find someone to accentuate it. Whoever she hires better do their homework properly because the Chinese consumer has evolved a lot since 2011. The fashion press there has done a lot to shape shopping trends to something less scattered. So the new designer might have to step in with a new aesthetic to capture the refine sect of China. Of course, if all else fails there's still the 'tuhao' (relentlessly loading up on Balmain, no doubt), lol.
Pricciao, Benn98
Whilst having a muse/ spokesperson/ image person should be able to achieve that leaning towards a certain market, having a designer is an entirely different story, imho. The designer is pretty much the conceptualists that defines the direction of the brand.
I shudder to think what damage of such a mindset will this do to any brand in the long run.
I also wonder given the mentality of Chinese customers, how much will they lap up the idea of everything 'Chinese', they might as well go buy a brand like 'Bosideng' that even has a premium spot on Bond Street London?
Ironically, and arguably, mentalities of Chinese people is this admiration for things western, and in this case, upholding the Parisian heritage of Lanvin works well, this Wang lady should play down her involvement in the brand and upkeep/ play up its French roots instead.
And how again will the 'old money' in the western world take to that, what losses are we looking at?
Just my two cents.