May 25, 2022

Montblanc wants to assert itself as a luxury lifestyle brand

In 2019, the collaboration between the Japanese streetwear label Bape and the very formal brand of accessories Montblanc had marked the spirits. More than a blink of an eye, this capsule, whose parts had elapsed in a few hours, confirmed the general manager of the German house, Nicolas Baretzki, in his desire to redefine the global approach of the brand.

Montblanc signs a twelve-piece collaboration with Kitsuné – Montblanc

In this regard, the collection produced in collaboration with Maison Kitsuné and presented during this Parisian Men’s Fashion Week further expresses the intentions of the Hamburg-based brand.

With the team of Masaya Kuroki and Gildas Loaëc, the two men behind Maison Kitsuné, it all started with the idea of ​​creating high-end headphones… before the project spread to other product categories. This capsule collection, which includes twelve pieces, provides an interpretation on several areas of expression of Montblanc with leather goods, connected objects and writing accessories.

“We have been doing collaborations for a long time, especially in writing instruments where we associate product lines with artists, as we have been able to do with the Beatles or Elvis Presley. The customer recognizes us for our know-how as a house. century-old luxury in this product category, for our watches and for our leather goods. Our logo is a magnificent tool. But what we want is for the customer to recognize the Montblanc universe. business luxury to business luxury lifestyle“.

To assert this brand identity, the manager is counting on an evolution of his communication, greater consistency between product categories and has recruited a new creative director. Marco Tomasetta took office last March with the roadmap to develop this universe lifestyle, from writing tools to connected accessories, the most recently launched category.

“We have reviewed the organization of the company to break the operation in silos, explains Nicolas Baretzki. Our customers evolve, we have to adapt. Today, the formal dress is more and more rare. China is our first market. Fifteen years ago, when we presented our writing instruments, all the men were businessmen in suits. But in recent years, we have young people who come even in shorts. They are more and more numerous and they are enthusiasts ready to invest in exceptional pieces. “

Communications to these customers are developing, carried in particular by famous faces such as the American director Spike Lee or the French actor Pierre Niney in France. Collaborations must punctuate the year and allow more frequent speeches. And in an attempt to be as close as possible to perceived market expectations, the brand has worked to reduce the time between the design of a product and its sale: it has gone from 18 to 8 months.

In 2022, a new step must be taken. Montblanc will unveil its new flagship concept reflecting this new approach and combining respect for historical know-how and the digitalization of the company. Nicolas Baretzki, which relies on a global network of 300 branches and 300 partner retail outlets, intends to open in key cities around the world. The first flag will be planted in Paris, with a flagship completely revisited Champs-Elysées.

All rights of reproduction and representation reserved.
© 2021