Some things take time. Loewe’s entry into the U.S. retail fray, for example. On Tuesday night, the brand opened its first U.S. flagship, on Greene Street in New York’s SoHo.
The retail arrival only took 175 years (give or take a failed Eighties effort). It’s part of the plan installed by chief executive officer Pascale Lepoivre, who took the helm in 2016 after nine years at Celine. While much of Loewe’s business is done within its 130 stores — up by a modest count of 10 since her arrival — she sees that network as more than a series of transactional centers. “We ultimately consider physical stores as media, a communication tool…the best, most complete way to show what we are, because it’s not obvious,” she says.
Loewe is in an interesting position. Since his arrival in 2013, creative director Jonathan Anderson has created for it a sophisticated, craft-based artful identity. Yet while he and his exquisite work quickly achieved insider-fashion acclaim, according to the ceo, the brand “still has low awareness beyond the fashion circles,” particularly in the United States. Among her goals: increasing awareness without sacrificing Loewe’s distinctive cerebral quirkiness.
To that end, she has identified a handful of key cities around the world ripe
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