And for now society is still subscribed to the lean regimeAvishai Cohen and Goran Bregovic Sunday eveningFind our folder on the Clearstream trial onBut I want to be able to listen as I wantAdidas and Puma should follow in his footstepsThe vaccine should be available midOctoberThe ISP should however stop supply of Fund of funds3 for the whole of the DJ Stoxx 600 companiesAbroad these activities are concentrated in universitiesWhat is not so common in the current contextJewellery that appear on television, in the subway and that hide more their prices, "donuts" and hot chocolate available to customers in the shop of the Champs-Elysées, Paris: Alain Némarq has no shame out very closed the high jewellery circle Mauboussin. The expansion of its customer base enables look rather good in these difficult times where the biggest names suffer. Mauboussin head in 2002, it has multiplied by 2.5 sales and table for this year on a turnover of 36 million and a goal of 65 million for 2012. "The crisis is not only a problem of scarcity of resources, it is also indicative of a change of attitude towards luxury. "The side trophy, elements of social status tied to money, fades in favour of emotion, of creation and the intrinsic quality of products", says the former prof of HEC, targeting primarily women. "This is the main purchasers of luxury, they play only a role of prescribers.". "But women are more sensitive to the emotional and creative dimension than men," he said. Before Mauboussin, he had career in fashion, Saint Laurent and Kenzo human, then to Tehen commands, small female clothing brand.
Accessibility
Seven years ago, his colleagues in the place Vendôme gave not much chances to redress the House, victim of family strife and the whims of its first client, the sultan of Brunei. The defection of the prince had forced the Mauboussin brothers to surrender the hand to Dominique Frémont, businessman Swiss who made a fortune in the photo labs. Alain Némarq then decided to reposition the company on the segment of accessibility. "The brands realize that 6 of global sales of jewellery, the growth potential is huge if you expand the game beyond the high jewellery", he said. Approach that had already been a Cartier with its Must 1980s or Tiffany's and its silver jewellery. Chance of Love, the ring in the shape of four-leaf clover which starts at 0.20 carat diamond for less than 1,000 euros has become the best-selling of Mauboussin with 40,000 parts sold since 2005 or hangover love the Valentine 2009 200 copies left in fifteen days. Home does not hesitate to revisit its heritage. Thus the new ring you are my Sun, the Central stone is a diamond Daffodil (no less), has a large ring inlaid mother-of-Pearl like Nadia bestseller of the 1990s.
Communication and distribution
Alain Némarq explains it down the barrier between jewellery and fine jewelry. Demonstration with the line colour kisses: rings included between 1.900 and 2,600 euros and semi-precious stones are entitled to the same respect as the diamonds of the most beautiful water with Emerald size and chopsticks tone on tone. "We, the same model can vary between 2,000 euros and 2 million, depending on whether you ask a marine acute or a sapphire of Burma." "It is the client who decides," he said, stressing that the segment of jewellery more than 25.000 EUR still represents 35 of the activity of the House, "neither more nor less than before".
If Mauboussin spends less money than its neighbours in the place Vendôme with the purchase of stones for exception, its strategic repositioning led him to focus its investment on two positions: communication and distribution, needed to increase awareness of the trade mark, including the international. Alain Némarq and spends 16 of its turnover to advertising in mainstream media. Distributed in a "shop in shop" in the spring and the Galeries Lafayette, the trade mark has already four shops own (Vendome, Champs-Elysées, New York and Tokyo). Follow Singapore and Seoul (with a partner), and then Hong Kong and Macau.
