Page 20 - RLI December 2019 - January 2020

HONG KONG STORE
Hong Kong, China

“JET SET” POP UP STORE
Le Bon Marche, Paris, France

he Marie France Van Damme collection was
created to offer women an alternative to current
market trends – incorporating luxury products
T that embrace timeless, modern pieces that can be
worn for all occasions and not only at chic holiday destinations.
Each piece is designed with versatility in mind, from an
afternoon at the beach to an evening out, each silhouette is
carefully considered with pieces that are wearable yet alluring.
The Marie France Van Damme collection has a ‘wear
anywhere’ appeal, with a ‘resort-inspired flare’ that will never “If you buy a Gucci dress, “Pop-ups offer us great
go out of style. The collection bridges the gap between day how many times can you
and evening wear, through versatile pieces that can be mixed actually wear it? I would say exposure and it is a fantastic
and matched effortlessly with an infinite number of options. that if you purchase a piece way for us to communicate
Having opened her first store in Hong Kong towards the from my collection, you can
end of 2013, the company now operates 13 stores across wear that garment in many with potential customers and
such globally renowned cities as Bangkok, Dubai, Marrakesh, different ways and you with members of the press”
Beverly Hills, Miami and Las Vegas. In addition to these stand- actually have a piece that
alone stores, the brand is also present in various department you can keep in your wardrobe, you don’t have to throw it away
stores and resort boutiques around the world. and you can accessorise it to use again and again,” she explains.
“In the last 12 months we have been leaning towards Van Damme realises the importance of social media in
more pop-up locations, so we opened one in Le Bon Marche today’s retail market, and they have a specific team who
in Paris and one in Bergdorf Goodman in New York for work on these channels on a daily basis and they have built
one month,” explains company Founder Marie France Van a strong base of returning customers as well as enticing new
Damme. “Pop-ups offer us great exposure and it is a fantastic ones through its social media output.
“I would say we have a product that is different to what is
way for us to communicate with potential customers and
Resort-Inspired with members of the press. So going forward we are working available on the market currently. I would say I spend a lot of
on the pop-up concept and looking at small spaces all over
time on the fit of every garment and the detail of the fabrics,
the world, with the next one most likely to be in Hong Kong,
and if you look at our garments and the way in which they
are made, we line everything in silk and a lot of our garments
close to home.”
Luxury new project which is to be part of a new development in are handmade and hand sewn which is a rare thing to see,
Outside of pop-up spaces, the company is working on one
even in high-end products, so it is this attention to detail that
Scottsdale, Arizona, where construction of The Ritz Carlton,
makes the brand stand out from the crowd.”
the Armani Residences and the Fendi Residencies is already
A lot of hard work has been put into building the company, along
with passion and commitment, and it is these factors Van Damme
underway ahead of a 2021 opening.
When it comes to creating new products and initiatives,
Marie France Van Damme is in a unique position as within believes has allowed the business some success over the years.
She feels that looking forward; the greatest challenge facing
three days from conception, the product can already be in the brand is the global factors affecting retail in particular
Defined by its superior quality craftsmanship and extensive selection of luxurious store, as Marie France works with her seamstresses and markets, such as Brexit. The other key challenge is keeping on
pattern makers on a day-to-day basis, even sometimes top of what customers want.
fabrics, the Marie France Van Damme luxury resort wear collection launched in working too much as she has been told on occasion! “People are today constantly talking about experiences,
Marie France Van Damme created her company with this is what they want. While this is an incredibly hard thing
summer 2011 and has never looked back. Here, RLI speaks to the woman herself the idea of not working to seasons or a certain number of to achieve, what we can ensure is that we provide a beautiful
about how the brand began and what lies ahead for the luxury retail segment. collections each year, instead she fashions garments that can product, have a great sales team and great people in our
be worn ten years from now.
stores,” concludes Van Damme.
26 RETAIL & LEISURE INTERNATIONAL MAY 2019 DECEMBER 2019 / JANUARY 2020 RETAIL & LEISURE INTERNATIONAL 21