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NoFashion – Patrice Nordey insights on Chinese Luxury Market

On September 13, the first digital fashion assembly “Shanghai Fashion Web” will be held in Shanghai, hosted by the luxury digital consultancy agency VELVET Group. Approximately 150 luxury and digital marketing industry leaders have been invited, with speakers including Glamour-Sales China founder and CEO Thibault Villet, Italian luxury online retailer Yoox Group Chinese director Mimi Vong, and the famous fashion blogger & KOL, Peter Xu, who will deliver a keynote speech.

Patrice Nordey

During a NoFashion interview, VELVET Group founder & CEO Patrice Nordey expressed the hope to share mutual insights with participating brands and industry leaders and to discover new partnership opportunities through the Shanghai Fashion Web events. Another goal of the event is to promote the new initiatives in the fashion and digital field, such as the Chinese designer online retailer Bundshop, as well as the hair and beauty interactive platform Hairbobo. The Hairbobo App in China has attracted over 200,000 registered hairdressers.

Patrice Nordey was a senior executive at BNP Paribas Group, and served as the CEO of L’Atelier – BNP Paribas Group China. With 15 years of experience in e-commerce and the digital field, Patrice founded the Velvet Group in 2013 to help international luxury brands to enter the fast-growing Chinese e-commerce landscape.

He stated that in recent years, international luxury brands such as Louis Vuitton, Coach, Gucci enjoyed rapid development in China. However, as the market growth slows down, these brands will come to realize that the use of the digital platform will serve an important role in further brand expansion in China. “The digital platform is not only affordable, but essential to reaching affluent consumers, especially in geographic regions where there is not yet a physical brand store.”

Digital Consulting is the 2013 Shanghai Fashion Web theme and VELVET Group’s principal business, as more and more brands are focusing on digital marketing. Patrice Nordey recommends fashion brands to “prioritize the establishment of a solid digital platform, allocate adequate budget in search, media placement  and social media activities, while effectively channeling offline advertising resources such as magazines, events, and promotional pamphlets.” Patrice Nordey adds that a unified customer experience is essential for the brand. Throughout the digitization process, luxury brands should always maintain its uniqueness to provide high-quality online experience for every customer.

Sina weibo fans

With respect to the authenticity of microblog comments and posts, Patrice said he has noted the recent trend of third party microblog accounts equipped with zombie fans and false information and reviews. “Many brand headquarters have become aware of these authenticity issues and approached brand activities on these platforms with more caution.” Patrice Nordey said that VELVET Group responds to many brand headquarters’ requests, to identify problems within the brand’s Chinese subsidiaries and to “purify” social media activities . VELVET Group currently services clients include from the fashion and luxury industry, including Christian Louboutin, Boucheron, Galeries Lafayette, L’Oreal Group, as well as Gucci, Saint Laurent, Bottega Veneta and other brands under the Kering Group. Patrice Nordey reveals that these fashion brands hope to receive completely objective consulting service from VELVET Group.

With reference to the 2013 Shanghai Fashion Web event, Patrice Nordey signifies that there are many similar events held in the United States and Europe. However, in China, the concept of this event is fresh and “VELVET may be the first company to hold an event that links the digital field with the fashion and luxury industry.”

Note : Shanghai Fashion Web has been held on September 13, 2013 in Kathleen’s 5, Nanjing West Road, No. 325 , 5th Floor, Shanghai Art Museum. Netizens can search #SFW 2013# to find posts related to this event on the micro-blog.

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