Interview with Luxury and Retail Strategist Francis Srun

Founder of RETAIL PERFORMANCE, an advising firm devoted to a Better Retail World based mostly in Hong Kong, Francis SRUN is an Author, Conference speaker and Luxury and Retail Strategist.

Srun’s worldwide profession path has seen him work in France, Switzerland, China, Taiwan and Hong Kong with over 20 years of expertise spanning each high-end Luxury Sales and Marketing, with homes like Maison Piaget, Ralph Lauren, and Boucheron.

Francis Srun is a world-class acknowledged knowledgeable in Luxury Retail. In 2013 he revealed “Vendre Le Luxe”, the primary e book in France about luxurious promoting methods and In 2016, “LUXURY SELLING”, with worldwide educational and commerce writer Palgrave Macmillan, London.

Interview with Luxury and Retail Strategist Francis Srun

You have been a specialist within the luxurious scene in Asia for the previous 20 years, what developments do you foresee this coming yr in China?

I see the dashing up of a development already noticed: what I name the Viral Luxury in China. Luxury is at all times about tradition. In France, it’s about self-affirmation. In China, the need is extra about being “right”. Chinese are inclined to belief bloggers, stars and extra and extra WECHAT “nano-influencers”.

How are Chinese customers evolving? How necessary is at the moment the “experience” when looking for luxurious items

Chinese Luxury customers are so completely different that it’s turning into inappropriate to speak about Chinese Luxury customers generally. The massive spectrum is particularly created by the variations between generations. There is a swap in time period of desire from “The Powerful Brand” to “The On Fire Brands”. New customers go to shops on the lookout for the merchandise on hearth and need them instantly earlier than others. The pleasure is to have the ability to fulfill what is absolutely scorching.

Are the posh manufacturers’ present solutions to the quick development of e-commerce satisfactory?

Luxury Brands nonetheless take into account E-commerce as a “un-wanted necessity”. Many of the manufacturers CEO should not shopping for Luxury on-line. They are in Europe, and get pleasure from a distinct way of life. E-commerce isn’t related to Boutiques by nonetheless seen simply as a separate channel. Many main e-commerce improvements are taking place in China, notably with T-Mall domination, however not solely. Luxury Brands once more are too sluggish and overlook one easy rationale. Customers purchase the place they sound their time – and at the moment it’s on the cell phone.

How do Malls must evolve to face the millennials’ quick evolving consumption habits?

Malls as soon as upon a time have been the one place for the weekend. They are air-conditioned, luxurious and signify a brand new profitable way of life. Today why millennials would go to the Malls? The “New New” is on-line or in Korea, Japan and after all Europe. The Malls in China function the identical manufacturers, with the identical merchandise and I’ve to say, sadly, the identical low stage of service. When the service is sweet, it’s no extra distinctive as 20 years in the past. Only Ok11 presents properly a brand new perspective with a imaginative and prescient round introducing Art within the purchasing Malls in Hong Kong and China. Malls should showcase new manufacturers, new companies.

How do you view the rise of Chinese / Asian luxurious manufacturers? What is their forte? What are they lacking?

Japan and just lately Korea managed to create actually worldwide Luxury manufacturers, however not but China. At one in every of my conferences, a Chinese woman proprietor of a jewelry model requested me how her model can grow to be a Cartier or Boucheron. Another founding father of a vogue model wonders if his model can meet the success of Ralph Lauren. Only one reply: don’t take into consideration legacy however deserve it. Mr Cartier, Boucheron, or Lauren have been simply at the moment making an attempt to do one of the best of their commerce. They had one thing to say and the braveness, power to persevere. What is lacking? The sufferers from what I observe.

Do you see M&As taking place within the luxurious area this yr? Armani as a possible goal of a bigger Group? Burberry? Others?

M&A in Luxury might carry on taking place with main Luxury teams shopping for the manufacturers of tomorrow. I see a greater horizon in betting on rising manufacturers than paying market shares on this altering Luxury setting. The Luxury is at all times reinventing. More than manufacturers, new Luxury classes are rising: sneakers, sport-wear, bikes and life companies.

Which public figures/entrepreneurs within the luxurious area you’ll be following carefully?

I’m very a lot impressed by the challenges undertaken by Chinese Group Fosun. Would a Chinese group have the ability to turnaround, achieve Paris with Maison Lanvin? No Asian teams managed to superbly turnaround Luxury Brands. Another fascinating Brand to comply with can be Burberry. Can a heritage model grow to be a fashion-forward icon?

How can your e book present helpful recommendation to luxurious model managers?

In my two books devoted to Luxury Selling methods and prospects psychology, I launched 2 ideas that might assist all Luxury Brand managers: luxurious shopping for motivational components and the persuasive method. Start to grasp how your prospects resolve: when there’s a resolution, there’s a course of and you may affect it. I counsel Luxury Brand managers take into account “Persuasive marketing”: create round your buyer constructive circumstances for a choice in your model. The finest model isn’t the one that everybody sees however the one everybody talks about!

Francis SRUN lives between Hong Kong, London and Paris. He might be reached at [email protected]

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