New York Fashion Week Edition: Aknvas’s Christian Juul Nielsen — 'In Europe, everything is about buzz. In America, the focus is the customer’
The Glossy Podcast · with Christian Juul Nielsen · September 9, 2024 · 32 min
Summary
Christian Juul Nielsen, founder of Aknvas, discusses the strategic decisions behind growing a luxury fashion brand from securing top-tier retail partnerships to expanding into new product categories like handbags. The episode highlights the contrasts between the European "buzz" driven market and the American customer-centric approach, offering valuable insights for fashion entrepreneurs navigating global markets and the complexities of balancing creative vision with business demands.
Key takeaways
To successfully expand a fashion brand, strategically time product category diversification; Aknvas is launching handbags once the brand platform was established to maximize growth opportunity.
When operating a fashion brand internationally, be aware of differing market priorities: European markets may prioritize "buzz" and industry recognition, while American markets are more customer-focused, requiring tailored strategies.
Securing retail partnerships with luxury giants like Saks Fifth Avenue and FWRD can be a significant growth driver, leveraging their distribution and customer base.
Balancing the creative and business demands of a fashion brand is essential for founder-led businesses; understanding when and under what conditions to seek external investment is crucial for scaling.
Leverage high-profile events like New York Fashion Week as a launchpad for new collections and product lines to generate industry attention and consumer interest.
After training under the biggest designers in fashion, Christian Juul Nielsen has been building his own brand, Aknvas, since 2019. Now, he’s ready to take it to the next level. Juul Nielsen’s resume includes years of design roles under Christian Lacroix, John Galliano and Raf Simmons, and at brands including Dior, Oscar de la Renta and J.Mendel. In 2023, he left his post as creative director of Herve Léger to start Aknvas. The brand has since been picked up by Saks Fifth Avenue and FWRD, among other luxury retailers, and worn by “it” girls including J. Lo and Sabrina Carpenter. On Monday, Aknvas will host a runway show featuring its spring 2025 collection. It will serve as a launchpad for its first accessories: a handbag line made up of mini, boxy styles in different pastel shades. “We’ve built a platform and knowledge about the brand — it’s the right time to add accessories,” Juul Nielsen said on the latest episode of the Glossy Podcast, acknowledging the growth opportunity.
He also discussed the difference between running a fashion brand in the U.S. versus Europe, the challenges of heading up both the business and the creative side of his company, and the scenario in which he’d take on an investor.
To successfully expand a fashion brand, strategically time product category diversification; Aknvas is launching handbags once the brand platform was established to maximize growth opportunity.
What does this episode say about retail & omnichannel?
When operating a fashion brand internationally, be aware of differing market priorities: European markets may prioritize "buzz" and industry recognition, while American markets are more customer-focused, requiring tailored strategies.
What does this episode say about brand & content?
Securing retail partnerships with luxury giants like Saks Fifth Avenue and FWRD can be a significant growth driver, leveraging their distribution and customer base.
What does this episode say about founder & leadership?
Balancing the creative and business demands of a fashion brand is essential for founder-led businesses; understanding when and under what conditions to seek external investment is crucial for scaling.
What does this episode say about dtc strategy?
Leverage high-profile events like New York Fashion Week as a launchpad for new collections and product lines to generate industry attention and consumer interest.
