Intima Asia
La Perla’s New CEO Talks Strategy
14 November 2018
Following the acquisition of La Perla by investment firm Sapinda Holding B.V. in February of this year, in August the brand announced the arrival of luxury fashion pundit Pascal Perrier as the new Group Chief Executive (CEO).
Mr. Perrier joins La Perla from Burberry, where he most recently served as CEO of the Asia Pacific area. After a 30-plus year career in the sector, he brings with him a wealth of experience and is poised to spearhead La Perla’s new phase of growth and development in the luxury space.
Mr. Perrier, for years you have served as the guiding force behind Burberry’s Asia Pacific division. Given your profound understanding of the market, what challenges and opportunities do you see for European luxury brands in this part of the world?
La Perla is in a good position to capitalize on the myriad of exciting consumer trends impacting the luxuryfashionmarketaroundtheworld. LaPerla is a luxury brand with a fantastic heritage and a reputation for producing elegant garments, somethingwewanttobuildupon. Whilst
there is growing demand for European luxury brands by Asian customers both at home and abroad, we also believe that markets such as the US and Middle East are underpenetrated and offer significant growth potential.
What are the primary competitive levers to success in this region? From this perspective, what are La Perla’s strengths today?
Today La Perla’s strengths lie in that fact it is a European luxury brand with a globally recognized heritageintheluxuryfashionmarket. Thisgivesusa great platform to harness further growth around the world and to leverage our core retail strength.
What are the most receptive markets for luxury lingerie in Asia?
We are seeing increasing appetites for luxury beyond traditional key Asia-Pacific markets like China, with opportunities in countries like Japan and Korea that have a growing segment of wealthy customers. There are
also opportunities to expand further into the US and Middle East.
How will you operate in the region and who are your principal partners there? La Perla is a fully integrated, retail-driven business, which means that our operations are fully controlled, and we can communicate directly with our customers. Wewill leverage the growing online opportunities in Asia and elsewhere to
continue to build and market the brand to our target customers. Ifwefeelitwouldbebeneficial,wewill partner with other organisations.
Can you tell us something about your expansion objectives and strategies for the future? Our primary focus is to build on this wonderful luxury brand with an incredible heritage and a reputationfordesigningelegantgarments. Looking ahead we want to leverage our ability to design, develop andmanufactureproductsunderourownroof. Our new creative director, Alessandra Bertuzzi, will be looking to build on the heritage and values of La Perla in her future
What is your current positioning in Asia? We are very happy with our presence in Asia and see huge growth potential in the substantial cohort of the world’s luxury consumers both domestically and abroad from countries like China, Japan and Korea, a market I know only too well.
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