CCI Q&A: Bvlgari CEO Jean-Cristophe Babin on Rising to Meet Luxury’s Challenges
In the second installment of our year-end Q&A series, we caught up with Jean-Cristophe Babin, CEO of the storied Italian luxury house Bvlgari.
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- As 2020 draws to a close, Content Commerce Insider has been catching up with leaders in their fields to share reflections on this transformative period as well as predictions for what comes next.
- Bvlgari
- TAG Heuer
- CCI: 2020 has been a challenging year for every luxury brand. As the Covid-19 pandemic began to spread globally, how did Bvlgari adjust its marketing and sales strategies?
- Jean-Christophe Babin:
- CCI: As consumers spent more time at home amid extended quarantines, did Bvlgari move towards creating more connections on the “cloud”?
- Babin:
- CCI: One area that took a big hit in 2020 is international travel, and with it, international shopping by long-haul tourist-shoppers. How has this shift impacted Bvlgari’s global merchandising strategy, if at all?
- Babin:
- CCI: Last year, you mentioned to us that increased domestic shopping by Chinese consumers would be a long-term trend. In 2020, this was absolutely the case. What is Bvlgari doing currently in China to continue benefiting from this domestic shopping shift?
- Babin:
- CCI: We saw a significant number of “hard luxury” brands launch e-commerce efforts this year, particularly in China. Has e-commerce traditionally been an avenue Bvlgari is interested in pursuing?
- Babin:
- CCI: Growing interest in livestreaming has attracted brands like Cartier to experiment with the format in China. How does Bvlgari plan to incorporate livestreaming into its marketing efforts particularly in China?
- Babin:
- CCI: What, if any, consumer trends that began to emerge in 2020 do you expect to stay, even if the Covid pandemic ends in 2021?
- Babin:
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