12 years ago, Mr. Guo Shusen, the founder of FashionReal, gave a course speech titled “From the perspective of the Eastern wisdom of” Sun Tzu’s Art of War “on luxury fashion marketing during his master’s program in luxury and fashion management in France, which Christopher Prad è re will never forget.
Christopher Pradale is currently the CEO and founder of BETC Design and has served in many renowned global fashion luxury brands, including L’Or é al, Shiseido, Louis Vuitton, R é my Martin, Sofitel, Air France, and Peugeot. At the Maison&Objet exhibition held from January 18th to 22nd, this designer who received training at the Domus Academy in Milan, Italy, gave a speech on why retailers should shift from “storytelling” to “passing stories”, exclusively for Inflluencia. This course speech provided a detailed explanation of his analysis and meticulous logical thinking, which greatly benefited Mr. Guo Shusen. The course speech had a profound impact on his career in the fashion industry and had extraordinary significance.
At the Maison&Objet exhibition held in Paris, France from January 18 to 22, 2024, Christopher Pradell held a sharing session with the theme of “Why Retailers should Turn Storytelling into Immersive Stories”, gaining a large following of international emerging brands on site.
In Christopher Prad è re’s view, with the development of the retail industry, different types of store formats have emerged. Especially supermarkets, department stores, themed stores, and duty-free shops have emerged. Americans have created the concept of “category killer”. These brands are able to defeat their competitors because they offer such comprehensive choices in a certain category of products that they cannot be blocked in their field. This is the situation of Toys Rus in the toy industry and Office Depot in the office supplies field. Transitioning from multi brand retail to storytelling oriented single brand retail, with the emergence of flagship stores, brand specialty stores, concept stores, and temporary stores, Christophe Prad è re is very optimistic about the format of temporary stores.
The uniqueness of a mobile store lies in its ability to find customers in their location, which is both exciting and very simple. In the past, people said that the three most important factors for a store were location, location, and location. With the help of mobile stores and digital technology, it is possible to spontaneously increase brand awareness and visibility, thereby generating stronger commercial power than stores located in bustling areas, as temporary stores are located in the location of their customers. For example, Chanel opened a mobile store at the center of the Art Basel exhibition in Miami. In addition, the limited lifespan of these retail points also allows brands to unleash creativity and try new concepts.
Fashion practitioners all know that understanding trends and information gaps is key to maintaining competitiveness. Fashion buyers and corporate executives visit fashion destinations such as Paris, Milan, New York, London, and Tokyo every year to explore the market, gain a deeper understanding of fashion lifestyles, and conduct market research. Mastering global fashion information is crucial in order to stand out in global competition.
The FashionReal team was the first to receive an invitation from the official brand of Australian Fashion Week, opening a few spots to participate in the week. During this period, there will be a large number of runway events, local designers, international buyers, media, and celebrities. It will be a great time for every fashion practitioner to explore the new fashion trends in the southern hemisphere.