Interview: Frette CEO Hervé Martin on Chinese Millennials and an Untapped Desire for Designer Bedding
At the launch of their flagship Shanghai store, the Frette CEO discusses social media and brand identity in a comparatively younger market for home goods.
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- Given the long history of the company, why are you now turning your attention to the Chinese market?
- Why has Shanghai been chosen as the location for the flagship store?
- After Shanghai, do you have any plans for expansion elsewhere in China?
- How important is it to consider the specific profile of the potential Chinese consumer?
- With many international luxury designers choosing to promote China-inspired products to the Chinese consumer, have your designs been selected to reflect the identity of the market?
- Have you found it necessary to educate the consumer on the importance of luxury products like linen? Have you found the Chinese market open to this concept?
- To a market that has little knowledge of the brand, how would you like the Chinese consumer to perceive Frette?
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