KEYNOTE INTERVIEW
“DISRUPTORS AND INNOVATORS”
Kering Eyewear Head of Global Channels Francesco Todeschini Premuda and Head of Global Travel Retail Emanuele Lasagna discuss how Kering is digitalising the customer experience and boosting its leadership in luxury eyewear.
The Moodie Davitt Report: You assumed your roles in May as part of key leadership changes within the Global Travel Retail division. How are you settling into your new roles and sum up please your overall ambition for Kering Eyewear in travel retail?
Francesco and Emanuele: We are excited and determined and are lucky to be supported by a team of talented professionals. We work very well together, as we are very aligned with the company vision and values. The task at hand is thrilling. Our goal is to cement our position as best choice for luxury eyewear and to be recognised as disruptors and innovators. We want to elevate the buying experience and make sunglasses the channel’s top category.
The pandemic has reshaped our world. How is Kering Eyewear adapting to evolving consumer behaviour, needs and desires?
This pandemic has definitely changed the behavior of our end consumers. We see a massive surge in ecommerce, as well as changes in brand preferences and reduction in travel and mobility. In the post-pandemic world, we are already working hand-in-hand with our retailers to digitalise the customer experience. We are increasing our brand visibility through high-end digital touchpoints and developing a dedicated Kering Eyewear E-shop, which is very exciting.
Sum up the importance and role of travel retail for Kering Eyewear.
Travel retail has always been a strategic channel for Kering Eyewear. We are committed to enhancing agility and flexibility across the channel and reinforce its go-to-market strategy.
Kering Eyewear recently adopted a digitally-driven merchandising concept for its stores, which is now rolling out in GTR. Tell us more.
As a market leader for this category, Kering Eyewear is committed to providing a comprehensive 360-degree shopping experience for our customers. Not only are we providing a fully immersive digital experience in-store with our Digital Retail Concept, but we are also rolling out different interactive elements such as VIP events and online activities. We believe that this strengthens brand communication and identity, while keeping our consumers engaged and entertained.
Despite the growing importance of online, brick and mortar remains our main channel for sales. This is where innovation will play a key role. The Digital Retail Concept is an incredible tool which enhances the consumer experience, drives productivity and elevates the category within the channel.
In a world where driving engagement is critical and customers have increasing expectations and lowering attention levels, retail is no longer just about the product, but about the experience. We needed to find a way to move travellers’ attention from their phone to the shop. Here is where Kering Eyewear’s Digital Retail Concept comes in, because it answers our retailers’ need to elevate the value proposition in-store.
Going back to South Korea, clearly a key market, you recently opened a boutique with Lotte Duty Free. How did this partnership come to be and what makes this space unique?
Kering Eyewear has a dedicated organisation for the South Korean duty free channel. Our colleagues have been working with Lotte Duty Free since the establishment of our company and have helped Kering Eyewear become a leader in the luxury eyewear market.
The latest development of the strategic partnership with Lotte, which includes the opening of our first boutique in South Korea, represents a milestone for Kering Eyewear and the wider luxury eyewear market in the Republic. The Kering Eyewear boutique, which already embraces our Digital Retail Concept, is the best retail environment. Here, we welcome customers and offer the finest luxury shopping experience where they can purchase high-end and exclusive eyewear products.
Do you have a final message for the travel retail industry?
Our corporate motto, and actually our way of living, inside and outside Kering Eyewear, is to never ever give up!
“The task at hand is thrilling. Our goal is to cement our position as best choice for luxury eyewear and to be recognised as disruptors and innovators.”
Francesco Todeschini Premuda and Emanuele Lasagna
