With its Shanghai debut, Brunello Cucinelli commits to China
The high-luxury model has to this point managed to buck the business slowdown, tailing luxurious friends in latest quarters. Whereas chief LVMH reported a 5 per cent gross sales decline for its vogue division within the third quarter of 2024, Brunello Cucinelli reported in September that gross sales rose 14 per cent to €620.7 million within the first half of the 12 months; notably, gross sales in Asia, its third greatest market after Europe and the US, rose 28 per cent. Double-digit development comes as different manufacturers have seen gross sales lagging in Asia because of a pullback in Chinese language spending. Teams together with LVMH and Zegna have famous the area’s downturn as a key contributor to general sluggishness.
Whereas China accounts for 13 per cent of whole market share for Brunello Cucinelli, the designer stays undeterred.
“Quite a few observers counsel that China’s development is experiencing a slowdown this 12 months. However given its appreciable scale, I imagine it stays on a fast development trajectory,” says Cucinelli — aka the ‘king of cashmere’ — throughout an intimate press breakfast on Tuesday. “It’s important to remember that China is rising from the pandemic. In my opinion, China has reached a section of equilibrium following many years of outstanding development, with the current second serving as a consolidation of its earlier achievements.”
He emphasises that, even amid the earlier luxurious growth, Brunello Cucinelli adhered intently to its development technique, concentrating on a ten per cent annual improve and opening a modest three shops per 12 months globally — and at the very least one outpost in China. The model has entered 15 Chinese language cities to this point, with 21 shops.
Cucinelli says that his enterprise outlook has been formed by the wealthy tapestry of Chinese language tradition and historic civilisations.
“China is a remarkably stunning nation, wealthy in historical past. I’m a loyal admirer of China’s incredible historic cultures and profound knowledge,” the founder says. “A putting piece of proof is the presence of a Confucius statue prominently positioned alongside Plato within the coronary heart of Solomeo, as a result of the Confucian ideology has formed my perspective.” Solomeo, the Italian village house to the model’s headquarters, is a core affect of the broader organisation.
Confucius emerged in China throughout the sixth century, a essential interval for the humanities that additionally noticed the rise of influential figures Solon and Cyrus the Nice. Amongst varied theories, the decision for a “harmonious society” by Confucius resonates profoundly within the up to date panorama, fostering an atmosphere the place mutual help thrives.
There’s a connection to be drawn between Confucianism’s “harmonious society” principle and Cucinelli’s personal idea of “humanistic capitalism”, which performs out within the working of the corporate’s operations. At Brunello Cucinelli, worker salaries surpass the business common by 20 per cent, based on the model, and communications through electronic mail or telephone after 5.30pm usually are not permitted. People ought to prioritise time for household and rest, permitting area to nurture their pursuits and passions.
This in-house obligation to humanity, paired with an unflappable dedication, is important for the model to navigate the complexities of immediately’s panorama in China. Cucinelli asserts that the luxurious sector should prioritise individuals above all, encompassing each staff and prospects alike. “That is the time to honour custom and rebuild buyer belief. Finally, luxurious is in regards to the quintessence of artistry, high quality and an air of exclusivity,” he concludes.
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