政府新闻
Montblanc召开全球活动 2023-08-31
German luxury brand Montblanc hosted an event in Shanghai on Tuesday to launch the latest chapter of the global campaign, The Library Spirit: Episodes From Around The World.
The expanded Montblanc Extreme 3.0 collection was also unveiled at the event.
“The idea of the campaign was really to go back to the roots of Montblanc,” said CEO Nicolas Baretzk.
“A library is something that is very meaningful because that's a place when you can discover all these amazing words and go further into a local culture.”
Baretzk said that this campaign concept is not only consistent with Montblanc’s branding but also enables them to integrate international concepts into local ones. Montblanc’s global campaign, The Library Spirit has been held in Paris, London, and Shanghai, and will be in New York. And in each city, the brand finds a different angle as a way to connect with local people.
“In London, we chose libraries for centuries so we were more in a traditional approach, and in Shanghai, we blended modern and traditional parts of the city, while in New York we will shift to a more urban approach.”
While the Extreme 3.0 collection, which includes leather goods, has attracted great attention, Baretzk introduced that leather is the booming category in China now after Montblanc occupied the luxury writing instrument market here. Besides, watches and in-ear headphones, which were launched several months ago, also received great feedback, Baretzk added.
“As a customer, I feel like all these products are relevant,” Baretzk said. “As we were created for modern travel a hundred years ago so it remains very consistent in the whole journey.”
Starting to layout the Chinese market at a very early stage, Montblanc set a new positioning for the market.
“We are present with physical stores in more than 70 cities in China, so the idea is not to grow the network but to reinvest in all the key cities in China,” Baretzk said.
hina is not only developing rapidly, he added, in first-tier cities such as Shanghai, Beijing, or Shenzhen but as more key cities pop up it is able to develop flagship stores.
“And strategically, for me it's not just about Montblanc developing in China but it's also the brand using China as an aspirational market to inspire more people,” Baretzk said.
Actor Jing Boran for Montblanc.
Source: China Daily
