Gerrit Ruetzel has been appointed president of the Americas at Lanvin, a new post.
In an interview, Shukla, who joined Lanvin a year and a half ago, said he spent the first year trying to professionalize the organization and bring some discipline into it. Now the focus is on resetting product strategy and marketing and getting the house back in a position to compete successfully. One of the initiatives is to strengthen the U.S. team.
He said the U.S. had strong growth in the market in the past year, and that the customer has great affinity for the brand, which they’re looking to build upon. He said Ruetzel’s top priorities will be to reset product strategy, the development of the network and boosting digital. “We’re under-penetrated in terms of stores,” Shukla said. “There’s a real opportunity to develop the network and making the existing stores more productive. Definitely, in the coming years we’ll open new locations. But I definitely think there is a digital opportunity,” he said.
“I also think just as important, if not most important, he is entrepreneurial, and he’s ready for what the project of Lanvin is.” He called Lanvin “an entrepreneurial project,” where they are rebuilding the oldest couture house.
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