Q&A: Loewe CEO Pascale Lepoivre on Creative Content for Luxury
In the fourth and final installment of our year-end Q&A series, we caught up with Pascale Lepoivre, CEO of the Spanish luxury fashion house Loewe.
On this page
- We have been catching up with leaders in their fields
- CCI: In 2020, due to the pandemic Loewe took a more intimate and engaging approach to new collection debuts via the
- Show in a Box
- and
- Show on the Wall
- , both of which attracted a huge amount of media attention. Is this personal and creative approach here to stay or do you expect it to be a time capsule of this year?
- Pascale Lepoivre:
- CCI: Considering your deep experience in the luxury industry, how do you see the impact of Covid in 2020 compared to past global events like the economic crisis of 2008-2009, in terms of how it could change consumer habits in the long term?
- Lepoivre:
- CCI: Loewe is very well established in Europe and Japan, but is newer to the U.S. and China markets. How does Loewe plan to approach brand-building in newer markets in 2021 and onwards?
- Lepoivre:
- CCI: In the year ahead, do you plan to continue opening new stores or focus more on upgrading existing stores and building on your digital efforts?
- Lepoivre:
- CCI: Many luxury brands are turning to content-commerce strategies like e-commerce livestreaming, brand collaborations, product placement, branded video games, and brand films to reach new audiences. How much does the content-commerce trend fit into Loewe’s current and long-term plans, if at all?
- Lepoivre:
- CCI: Loewe is on the forefront of more eco-friendly luxury fashion by using upcycling as a key part of its
- Eye/Loewe/Nature
- collection. Was this a conscious business decision that you expect the industry to follow, or was it driven primarily by consumer demand?
- Lepoivre:
- CCI: Turning back to China, in addition to
- holding a livestreamed concert
- this summer to promote the Paula’s Ibiza collection, Loewe has collaborated with The Beast on a
- flower arrangement gift box
- and actor Huang Zitao on a version of the Goya backpack. Does the brand plan to do more of these collaborations in 2021, and if so, can you tell us a little about how Loewe decides that a collaboration is the right fit for the brand?
- Lepoivre:
- Recommended
- Dig Deeper