Jacopo Venturini, CEO of MaisonValentino, laid out his plans for the storied brand for the first time, a year and three months into his job.
A key element is that Valentino “belongs to this [luxury and couture] world, but we are smaller, and this is the advantage,” which allows the brand to grow in a solid way according to its values and culture — one that is becoming increasingly customer-centric, he underscored.a few months after the COVID-19 pandemic started to spread globally.
The growth in the first half was driven by online sales, the Middle East, U.S. and Greater China regions. Venturini was also asked about the rumors that repeatedly surround Valentino, such as a possible sale by owner Mayhoola, potential acquisitions or an initial public offering. He deferred the answer to the owners of the brand. In March, a Mayhoola spokesperson said “there is no desire to take into consideration selling Valentino , we are fully committed to the brand and the company’s success. Also, there is no intention of launching an IPO in the near future.
Accessories helped drive business in the first half, but the company is expanding its ready-to-wear in daywear, he said, with more separates, “while protecting the business of eveningwear.” Men’s wear, which Piccioli unveiled also for couture for spring 2021, is also growing, now accounting for 20 percent of sales.
He cited Alessio Vannetti, chief brand officer, who with his team has been creating strong bonds with customers through music, cinema and other activities outside fashion, “assimilated to the entertainment world.” He cited the Chez Maison Valentino immersive digital experience in the historical headquarters that illustrates a 2D facade of Palazzo Mignanelli, designed by illustrator Joana Avillez, where clients can click on each window to discover content about the brand’s heritage, for example.
Venturini also approached the subject of sustainability, which “is not a marketing tool, but a reality,” he said.
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