Dunhill, who is the former president of the Alfred Dunhill brand, tells MediaTV at the Forbes Global CEO conference in Kuala Lumpur how Fabergé has turned to digital to expand its global presence in lieu of broadening its retail offerings.
“The fact that we’ve launched online means we don’t have any geographic boundaries,” Dunhill says, adding that Fabergé is able to create a luxury ambiance online by, among other initiatives, providing VIP services to customers.
The interview, sponsored by the Financial Times, also addresses the challenges luxury brands face to maintain their level of exclusivity. Dunhill points to the rapid growth achieved by some luxury brands that have expanded their consumer base by offering certain products at cheaper price points.
“But the consequence of that has been that they have… lost their mystique and exclusivity,” he continues. “They’ve lost their allure, and by so doing, alienating the very exclusive, high net-worth customer who has been inclined more and more to look at other more discreet, more exclusive designers and creators of wonderful things.”
The first part of MediaTV’s luxury series was an interview with executive chairman of Shanghai Tang, Raphael le Masne de Chermont.
To see previous MediaTV interviews, click here.
To see MediaTV interviews as soon as they come out, sign up for Media's email bulletins.
“The fact that we’ve launched online means we don’t have any geographic boundaries,” Dunhill says, adding that Fabergé is able to create a luxury ambiance online by, among other initiatives, providing VIP services to customers.
The interview, sponsored by the Financial Times, also addresses the challenges luxury brands face to maintain their level of exclusivity. Dunhill points to the rapid growth achieved by some luxury brands that have expanded their consumer base by offering certain products at cheaper price points.
“But the consequence of that has been that they have… lost their mystique and exclusivity,” he continues. “They’ve lost their allure, and by so doing, alienating the very exclusive, high net-worth customer who has been inclined more and more to look at other more discreet, more exclusive designers and creators of wonderful things.”
The first part of MediaTV’s luxury series was an interview with executive chairman of Shanghai Tang, Raphael le Masne de Chermont.
To see previous MediaTV interviews, click here.
To see MediaTV interviews as soon as they come out, sign up for Media's email bulletins.
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