Luxury companies such as jeweller Van Cleef & Arpels, which has just opened the second global branch of its jewellery school in Hong Kong, are taking a new approach to keeping a loyal customer base – selling experiences and knowledge as well as goods.
Van Cleef & Arpels picks Hong Kong for second global outpost of jewellery school, key element in its pursuit of young customers
- The jewellery company has opened the first overseas branch of its jewellery school in Hong Kong at K11 Musea, called L’Ecole Asia-Pacific
- The school’s main purpose is to teach consumers how to appreciate fine jewellery and to cultivate interest in and loyalty to the brand
Topic |
High Jewellery
Luxury companies such as jeweller Van Cleef & Arpels, which has just opened the second global branch of its jewellery school in Hong Kong, are taking a new approach to keeping a loyal customer base – selling experiences and knowledge as well as goods.
A Dior x Rimowa clutch shown at Dior Men’s spring-summer 2020 show in Paris in June. Photo: Morgan O’Donovan
Rimowa CEO and son of LVMH head on luxury luggage brand’s revamp and why he’s not targeting millennials
- From working with labels like Fendi and Supreme, and stars including Roger Federer, Alexandre Arnault is changing the culture of the 121-year-old brand
- He says although Rimowa is already huge in China, the growth of country’s middle class and interest in travel is bringing lots of new customers
Topic |
Fashion
A Dior x Rimowa clutch shown at Dior Men’s spring-summer 2020 show in Paris in June. Photo: Morgan O’Donovan