They have been talking a great deal, for some time now, about stability fashion is supposed to find following Coronavirus shocking emergency. Off-White have been speeding up. In fact, the cult brand has illustrated a plan to make closer fashion presentations and collections delivery: the aim is to optimize the relationship between creativity and sales performance.
While speaking to WWD, Andrea Grilli, Chief Executive Officer of New Guards Group, pointed it out. For the records, the group is also in control, along with Virgil Abloh’s brand, over other companies, such as Palm Angel and Marcelo Burlon, among others. The manager explained: “The future of fashion has to be experimental and strictly connected to the new world. Off-White keep challenging the status quo”.
Off-White speed up
Grilli stressed the fact that his brand has not come to such conclusion just because of Coronavirus outbreak. “We have been thinking over the situation for a while and the health emergency has not affected our attitude of mind towards a new approach to the market”, he firmly claimed. What is on his mind? For example, “starting from 2021, we will be focusing on full price, therefore saying stop to discounts”. Yet, as we formerly said, the major issue is to make closer fashion shows and delivery of collections in the stores. Something like “See Now Buy Now?”
Not really. That “concept goes much farther – remarked Grilli –, whereas we want to narrow the gap, as much as possible, between presentations and sales, though closely safeguarding product quality”. What is the purpose? “We aim to keep alive emotions connected to the presentation of our collections, regardless of the format – commented the Chief Executive Officer –; yet, on the other hand, we also want to meet promptly customers’ demand for shopping by carrying out deliveries and drops every month. In the contemporary world, running so fast, a four to five-month gap between fashion shows and deliveries of goods in selling stores entails a distance from buyers’ real needs and demand”.
At the end of May, a very important person paid Off-White some remarkable compliments on their performance. While participating in a talk show, broadcast on TMC Channel, a French television network, Antoine Arnault, Bernard’s son and LVMH top manager, focused on luxury outlook (which are going to be complicated) in the middle of the pandemic caused by Coronavirus outbreak.
They asked him about his favourite brands (not the family ones, of course): while answering the question, Arnault Junior first mentioned hats by Borsalino, then, as they were urging him, he added right Off-White. LVMH appointed Abloh as director of Vuitton’s men’s wear collection: this evidences that they highly regard the brand. Wondering what they are getting at by paying such close attention.
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