'Not replaceable': Ami founder Alexandre Mattiussi on why he's hosting an IRL fashion show
The Glossy Podcast · with Alexandre Mattiussi · September 16, 2020 · 40 min
Summary
Despite the challenges of the pandemic, Ami founder Alexandre Mattiussi champions the irreplaceable magic of in-person fashion shows for brand storytelling and connection. The brand demonstrated remarkable resilience with strong sales, no layoffs, and continued global expansion, all while prioritizing support for wholesalers and advancing sustainable production practices. This episode offers insights into navigating crises while staying true to brand identity and values.
Key takeaways
Prioritize experiential marketing: Physical events, like fashion shows, create irreplaceable 'magical moments' and foster deeper emotional connections with your brand than virtual alternatives.
Building brand resilience through strong partnerships and ethical practices pays off, enabling growth and stability even amidst global disruptions.
Integrate sustainability into your core business strategy; it's not just a trend but a foundational element for long-term brand integrity and consumer trust.
Expand strategically into new international markets, such as South Korea, to diversify revenue streams and grow your global presence.
Support your ecosystem: Maintaining longstanding partnerships with wholesalers and collaborators strengthens the entire industry and fosters loyalty.
Brand storytelling through authentic founder vision and unique experiences is crucial for differentiation in a competitive landscape.
Emotional connection: Emphasize the emotional and experiential aspects of your product or service to create a lasting bond with customers.
Strategic growth: Calculated expansion into new market segments, like Ami's move into womenswear, can unlock significant new revenue opportunities.
Embrace personal accountability for sustainability; it resonates with consumers and reinforces brand values.
Invest in creative leadership; a strong vision from the founder or creative director can drive both artistic and commercial success.
After a summer of virtual fashion showcases, Paris is going back to the real thing.
Among the labels on the (outdoor) catwalk schedule for the upcoming Paris Fashion Week is Ami, the company founded in 2011 -- but which only got into womenswear in 2018.
"I do this job, for nine years now, because of the show. The show is a magical moment. It's a rendezvous which is not replaceable," founder Alexandre Mattiussi said on the Glossy Podcast.
The coronavirus hasn't slowed Mattiussi's roll much in general. The company hasn't had to lay anyone off, just opened a new store in South Korea (making for about 10 stores in total) and had strong sales for its latest spring/summer collection.
"I don't want to scream it too loud, because I feel very grateful, but the business has been wonderful during this time," Mattiussi said.
As a result, the company has had the resources to take on certain responsibilities, like supporting struggling wholesalers by maintaining longstanding partnerships and making its production more sustainable.
"We all want [more sustainability]," Mattiussi said. "I just want to look at my face in the mirror every day when I wake up in a few years and say we've been part of it."
What does this episode say about founder & leadership?
Prioritize experiential marketing: Physical events, like fashion shows, create irreplaceable 'magical moments' and foster deeper emotional connections with your brand than virtual alternatives.
What does this episode say about brand & content?
Building brand resilience through strong partnerships and ethical practices pays off, enabling growth and stability even amidst global disruptions.
What does this episode say about retail & omnichannel?
Integrate sustainability into your core business strategy; it's not just a trend but a foundational element for long-term brand integrity and consumer trust.
What does this episode say about supply chain & operations?
Expand strategically into new international markets, such as South Korea, to diversify revenue streams and grow your global presence.
What does this episode say about founder & leadership?
Support your ecosystem: Maintaining longstanding partnerships with wholesalers and collaborators strengthens the entire industry and fosters loyalty.
