Luxury brand Cifonelli makes a presence in India

Source: http://retail.economictimes.indiatimes.com/

Luxury men’s wear brandCifonelliis marking its entry in India this year. The brand’s creative director John Vizzone and CEO Erwan Camphius came down to Mumbai and Delhi to showcase their exclusive trunk shows last week.
The 138-year-old brand has been known as the most prestigious tailor in Paris and has been adorned by the likes of Karl Lagerfield, Lino Ventura, Marcello Mastroianni, Cary Grant, Charlton Heston, and Francois Mitterand.

Erwan Camphius, CEO of Cifonelli stated that his brand was not about price but about the experience. “People are not used to luxury but are used to it in a way. Normally people go to a store and to a place that has products for everyone. We are bringing something that is unique with a huge heritage and are going to make it unique to each customer. In India, there is a history of culture and heritage, and that in turn would let people understand our culture and heritage,” he said.

Camphius added that they were planning to enter very few markets in the world, with an existing presence in Singapore. “It was an interesting move from our side, because we already have Indian customers from all around the world and we have come here to establish a place where we can receive people,” he said.

The brand plans to open a luxury private apartment to showcase their collections instead of a store. “We plan to receive one customer at a time, which will be an attempt to give them the feel of the luxury part and give them an experience which would be unique to them. I want my customers to come out of the session and feel they have experienced something different,” said Camphius.

The brand will not indulge in any external marketing or advertising in India.

The brand will give a made-to-measure service across the country and will travel across India to a few target customers.
John Vizzone, Creative Director at Cifonelli spoke about the brand being current and classic while offering a bespoke experience to its customers across the world. “Our brand is expensive but current and glamorous at the same time. All the elements come together and that makes customers want to own it or buy it and wear our clothes,” he said.

Vizzone added that commercialising led to a brand losing its speciality. “It is personal, what the customer and the brand share and its unusual for a brand to deal with customers first hand like this and that’s what sets us apart from other brands,” he said.
The price for shirts will start at Rs. 45,000 and suits will start at Rs. 3 lakh at Cifonelli.



Categories: Brands, India

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