Sharing the theme throughout: “A carefully curated conversation on the art, strategy and storytelling behind the success of luxury brands,” influential figures in the world of high-end fashion helped Vietnamese designers, brands and creatives have the opportunity to expand their thinking about personalization in fashion and the story of how brands can touch consumers’ emotions and reach out to the “big sea.”
How to get recognized as Haute Couture ?
As two influential figures in the world of high fashion, veteran French fashion designer Julien Fournié and CEO of the Julien Fournié Haute Couture brand, Jean Paul Cauvin, are among the few designers who are official members of the Fédération de la Haute Couture et de la Mode (French Haute Couture Association).
Present at a recent fashion event in Vietnam, two experts shared their stories about how to create success for a high-end fashion brand: from couture design, store architecture to brand positioning and storytelling strategy.
According to stylist Julien Fournié , to be recognized as true Haute Couture, each fashion brand must adhere to strict standards, including technical standards, sophistication, product personalization and professional ethics. He also emphasized that Haute Couture is not simply a title but a commitment to art, sustainability and respect for the customer.
The two experts assert that Haute Couture is a counterweight to mass consumer culture. Not following trends or mass production, each Haute Couture outfit is unique, meaning it is tailored to each customer’s body shape.
They also share the view that following fashion “seasons” is wasteful and creates pressure to standardize body shapes. Haute Couture should be a statement of individuality, uniqueness and environmental friendliness.
The two designers also said that in their work, they only order the amount of fabric they need, not excess. Also because they choose to aim for sustainable fashion, the source of fabric used is pure, recycled or biodegradable.
How can each luxury fashion store design optimize the shopping experience? Founder and chief architect of Vudafieri Saverino Partners (Italy), Mr. Tiziano Vudafieri (the person behind many impressive retail spaces of luxury brands such as Dior, Tod's, Golden Goose ...), emphasized that a well-designed store not only attracts customers but also helps the brand affirm its identity, connect emotionally and create memorable experiences, thereby increasing consumer engagement and loyalty.
“The key ” for Vietnamese brands to conquer the world
Many practical questions have been raised such as: How can a Vietnamese fashion brand reach the world; how to price high-end fashion products; how to build a high-end fashion brand for Vietnam...
Sharing her experience around this story, senior expert in the field of fashion, luxury and brand positioning, Ms. Catherine Vautrin said that the value of a Haute Couture product does not only come from the material or craftsmanship, but also from the consulting service, the process of designing individually, tailoring according to each individual's measurements. Even having to make a mannequin specifically according to the customer's body shape at each time, or support consulting and fitting customers even when they are in many different cities by private flights to serve this personalized need...
According to experts, after the COVID-19 pandemic, luxury brands are also shifting to online consulting and measuring services to help save costs, reduce emissions and expand access to high-end fashion to more people.
Therefore, Ms. Catherine Vautrin believes that Vietnamese brands should build their own identity, invest in creative depth instead of just following trends. Because positioning the brand in a sustainable and unique direction will be the key for Vietnamese brands to conquer the world market.
“I believe that Vietnamese fashion can absolutely reach the international level if we dare to think big and act methodically. Domestic designers need more opportunities to access the world's elite, while at the same time repositioning the value and identity of Vietnamese fashion,” said Ms. Trang Le, Chairwoman of Vietnam International Fashion Week./.
Source: https://www.vietnamplus.vn/chia-khoa-de-thuong-hieu-thoi-trang-cao-cap-viet-nam-vuon-ra-bien-lon-post1043871.vnp
Comment (0)