BV in Print: Campaigns/Editorials/Articles/Interviews - Post and Discuss!

  1. #1 May 4, 2006
    Last edited by a moderator: Mar 2, 2013
    This is the thread for posting BV articles and interviews. Feel free to post a link, or the article in it's entirety. If you post an article, please make sure to quote the source, or I will have to delete it. Also, you can post print ads here, too. Please quote your source. Thanks!



    The Height Of Luxury
    How Tomas Maier has revitalized leather-goods house Bottega Veneta by bucking the logo trend
    By Kate Betts

    May 1, 2006 Like the brands they celebrate, fashion parties cling to predictable formulas: a big-name DJ, a handful of A-list celebrities and the requisite industry insiders. But when the Italian leather-goods house Bottega Veneta held a dinner in Paris at the chic Relais Plaza restaurant in March, the mood was intentionally low-key and intimate. On one side of the room, ensconced on a banquette with some Parisian notables, was François-Henri Pinault, the affable CEO of PPR (formerly Pinault-Printemps Redoute), which owns Bottega Veneta and other high-end brands such as Gucci. At the center table, surrounded by furniture dealers and a smattering of old friends, sat Tomas Maier, 49, the German-born creative director of Bottega Veneta and the designer largely responsible for ushering in a profitable countertrend of subtlety and refinement to the overblown, logo-besotted luxury market. The mood he had created for the dinner jibed seamlessly with the mood he has established at the brand: understated.
    Although the dinner was a celebration of Bottega Veneta's new Avenue Montaigne store--a place that Maier designed right down to the boulangerie-style window display of rows of woven-leather accessories--there were other reasons for a fête. In addition to new lines of fine jewelry and furniture, Maier opened 18 stores in 2005; 10 more will make their debut this year. He has transformed Bottega Veneta, which is on its way to an estimated $238 million in sales this year, into PPR's second most successful label after Gucci--even surpassing the iconic Yves Saint Laurent brand. Revenue grew 66% last year to $190 million, and profits tripled to $17 million. PPR didn't expect to earn a dime on the brand--which it bought in 2001 from the Moltedo family who founded it--until next year.
    Maier and his team are luxury rebels. They have refused to succumb to the democratization of luxury brands, marked by big logos, lower-priced offerings and "it" bags. Even the most label-conscious consumers--the Japanese--don't seem to miss the blatant badges. At a trunk show in the brand's new Omotesando boutique in Tokyo last week, Maier sold $308,000 worth of bags in less than two hours. (Of course, the Japanese customers asked him to sign them on the inside.) "'It' bags mean nothing," said Maier of styles like Fendi's $1,430 B bag. "Women are the ones who decide if a bag is good or not. They know exactly what they want. So the more I can drift away from what's fashion and trend, the better it is for the brand."
    Maier's concept--that the consumer can recognize a brand by the design and quality of the product instead of by a logo--is limited to a very sophisticated consumer, but élitism is what makes it work. A survey conducted last week among wealthy Americans by the New York City--based Luxury Institute revealed that Bottega Veneta outranked Hermès and Armani as the most prestigious luxury fashion brand this year.
    "This is a product for people who really consume luxury very exclusively," says Pinault, referring to what luxury gurus now call the "über-premium" market. "There are very few brands in this segment of the market, and those that exist are traditional and serious. What Tomas has done is bring a very innovative and avant-garde vision to this brand's history of craftsmanship."
    The woman who buys Bottega may not need logos, but she sure needs a lot of cash. A typical bag--the popular woven Cabat tote, for example--rings in at more than $2,000 and can run as high as $75,000 if made in an exotic skin such as crocodile. The company's real signature--woven, or intrecciato, leather--was developed in 1966 when Bottega Veneta started as a family business in the Veneto region of Italy, an area known for soft leather and the craftsmen who know how to manipulate it. The big idea back then--and still today--was to use glove leather for bags, creating a soft, slouchy shape and more casual style, one that didn't need logos. The original company slogan says it all: "When your own initials are enough."



    http://www.time.com/time/archive/preview/0,10987,1186563,00.html
     
  2. So the question is .... is Bottega better than Hermes?

    "A survey conducted last week among wealthy Americans by the New York City--based Luxury Institute revealed that Bottega Veneta outranked Hermès and Armani as the most prestigious luxury fashion brand this year."
     
  3. ^^Not to me. I'd still prefer a Hermes bag over a BV.
     
  4. Thanks for the article! I love BV bags -- just bought my first two this year. Now, I want more, more and more ... :love:
     
  5. I love BV, but Hermes is Hermes! No way would I rank any BV bag over my dream Kelly or Birkin.
     
  6. wow, I have always thought the Bottega brand was to die for.. gosh, 75K.. wow, thats a lot of money.. well Hermes r very pricey too.. I guess, I can buy a Bottega but not a Hermes coz I don't have 10K for a bag alone.
     
  7. The $75,000 Bottega is the woven crocodile tote from the runway. So gorgeous! :love: It's the first bag on the Bottega website, by the way.

    I love Bottegas ... and also Hermes. But after a crocodile Bottega I bought, I feel Hermes leather purses are way too expensive. It's hard to justify $8000 for a leather Birkin when you could get a crocodile Bottega for that price or a little more.
     
  8. I love Bottega and Maier! His fall collection was fantastic! Every peice exuded luxury, style, and taste, but was still easily wearable. No trendy "slim silhouette" Dior Homme-like clothes for him! Their coats were simply tdf!
     
  9. "Women are the ones who decide if a bag is good or not. They know exactly what they want. So the more I can drift away from what's fashion and trend, the better it is for the brand."

    I used to sell the line, and while they were definitely high quality, it's obvious the company is just raising prices because they can get away with it. Like an upscale version of Kooba. The problem with doing that though is that you'll end up distancing yourself from the customer base that established the name to begin with--old or young.

    He may put down logos, but aren't the "elite" customers going to know what they cost no matter what? In that case, it doesn't matter whether you've got a "G" an "LV" or whatever else on your bag because you're still screaming at the top of your wallet how much it cost. An open Kelly or Birkin is one of the ugliest things I've ever seen in the handbag world, but everyone knows how expensive the bag is.
     
  10. I personally don't see what all the Birkin fuss is about. Yes, Bottega is expensive, but their leather is to die for!
     
  11. Bottega Veneta have the softest leather ever.
     
  12. i'm thinking of getting a BV wallet b/c i'm really drawn to the woven leather. and hermes is just way too expensive, IMO.
     
  13. It is, but it's so fragile overall, and it can show any type of wear/damage very easily. I remember seeing BV bags coming in for repair, and they aged badly. Just like Chanel.

     
  14. The only Hermes bag I like is that ultra small Kelly. (Don't know what's the proper name for it, but I am sure you guys/gals know what I am talking about.) BV bags are on top of my buy list.
     
  15. ^^REALLY?! I thought the whole appeal of BV bags was that they lasted forever.....

    :confused1: :confused1: