PARIS — Eyeing a masculine clientele, Fred is marking the fifty fifth anniversary of its Force 10 designs, which function a crusing cable, with a brand new, masculine line known as Force 10 Winch, revisiting the cable and mixture of gold and metal.
Under the route of chief govt officer Charles Leung, the jewellery home, which is owned by LVMH Moët Hennessy Louis Vuitton, has been pushing into China, opening a retailer within the Wangfu Central mall and naming actress Guan Xiaotong as ambassador.
Last yr’s thrust was female, with the launch of the Pretty Woman assortment, that includes heart-shaped stones and diamonds. The marketing campaign for that line was fronted by Emma Roberts, the niece of Julia Roberts, who wore the unique necklace within the basic movie “Pretty Woman” three many years in the past.
Slated to be launched this fall, the Force 10 Winch, which is being proven to press in Paris this week, will likely be highlighted — marking a continuation from a streetwear-focused collaboration with Clot in 2020.
The label sees potential with a base of youthful customers in comparison with extra conventional jewellery labels.
“We can go to cities where there are large, huge young populations — some brands will need more sophistication, you need to know French history before you go to the store before you understand anything about the story,” the CEO stated.
“The tone of the brand is always in the now,” stated Leung, noting that the center form by no means goes out of favor.
“It’s not about status, trying to be someone you are not, but just to be happy about the little things in life,” he added.
“People are buying jewelry for self-use…they want some meaning inside, it’s not only a piece of gold that looks cool for one season or two. No, it’s something very personal, it’s like your personal mascot or something that protects you or reminds you who you are,” stated the chief.
Illustrating the label’s unconventional strategy, earrings are offered individually, not in pairs.
“We are giving freedom for young ladies to mix and match,” he stated, noting folks put on earrings in a different way these days.
Fred has turned its focus in recent times to drumming up curiosity for the label in China, Japan and South Korea, opening up new factors of sale within the area.
Brand ambassador Guan has given the label a lift in China, famous the chief.
“She made Fred known for the first time in China because suddenly she and a rumored boyfriend posted the same Force 10 bracelet on Weibo,” stated Leung.
“This is a subtle way to tell people they are together,” he added.