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In 2011 the Bulgari family, majority shareholder of the renowned Italian jewellery house established in 1884 by Greek silversmith Sotirio Bulgari, joined forces with the LVMH Group and transferred its majority shareholding in Bulgari SpA. The L3.7bn, all-share deal made the Bulgaris the second largest family shareholder of the LVMH Group. After the acquisition FRANCESCO TRAPANI, great-grandson of the founder, CEO of Bulgari SpA and the driving force behind its success over the past 20 years, was made a member of the LVMH board of directors and appointed President of the LVMH Watch & Jewellery Division. From his position now supervising Bulgari, Chaumet, De Beers, Fred, Dior Watches, Tag Heuer, Zenith and Hublot, he gives LUCY REITER the view from the top of the luxury pyramid.
Nick Foulkes - The luck of the drawer
Today heritage is a term that is used with a sort of wilful abandon. In fact I would guess that ‘heritage of the brand’ fights it out with ‘DNA of the brand’ for the title of most abused marketing cliché...
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DAVID LAUREN, SVP Advertising, Marketing and Corporate Communications at Polo Ralph Lauren, is responsible for the global advertising and marketing campaigns for over 20 brands, overseeing over 200 campaigns a year, as well as the company’s corporate and fashion communications and strategic marketing partnerships. Lauren joined in 2000 to run the company’s internet operations, where he launched the Ralph Lauren website under an idea he called ‘merchan-tainment’ – a combination of merchandising and entertainment. He played a role in establishing RalphLauren.com, launching the Rugby brand, entering into mobile applications and sponsoring international sporting events and teams such as Wimbledon and the US Olympic teams. He tells LUCY?REITER at Luxury Brie?ng how the vision of his father, Ralph Lauren – to evoke a certain lifestyle and dreams – is, 40 years on, thriving more than ever
Why do you think Ralph Lauren has been so successful?
Ralph Lauren started designing over 40 years ago. He had a vision about what was missing in the market and what men, women and children wanted in their lives. He wanted to create products that weren’t trendy, that were timeless. He would say that they got […]
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