Tuesday, 23 June 2009

Jewellery And Watches To Be The New Jewel In The Crown for Jil Sander – 22/6/09

Licensing is in the spotlight once again with Jil Sander partnering with the Damiani Group to create a line of jewellery and watches.

Best known for her minimalist silhouettes and beautiful fabrics, Jil Sander has already dabbled in jewellery with her Spring Capsule collection, which was well received.

In a WWD Fashion article, Raf Simons, Jil Sander’s Creative Director, enthused, “I feel no limitations in this new direction for the brand as long as we can create items in the very specific Jil Sander style: sophisticated, luxurious and ultramodern.”

We hate to rain on Raf’s parade, but this gravitation towards jewellery and watches is questionable – coming at a time where watch brands such as Bulgari have suffered a slump in sales. Also, this licensing deal goes against what we learnt from the Reuters’ Luxury Summit: that brands will succeed if they stick to their core products and not divert too far from their traditional DNA.

On the other hand, we did say licensing was a cost-effective way to grow a brand (see the MO Down for 16/6) so there may be a happy ending after all.

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Who's behind the MO DOWN

Melinda O’Rourke is the founder and Director of MO Luxury, a dynamic, Sydney-based management firm specialising in luxury brands and services. Melinda and her associates at MO work with local and international brands across prestige retail, fashion, fine jewellery, timepieces and specialised services. Melinda is well-connected, well-read, and well-versed in the demands of the luxury market and its client base. Her advice is firmly based in objectivity and ultimately, accountability. Melinda offers constructive counsel and both strategic and creative thinking and is able to draw upon a strong network of specialised talent to compliment the MO Luxury team as needed. Melinda enjoys excellent industry relationships and is regularly quoted in the business and fashion media. Read more about MO Luxury, www.moluxury.com.au