GIVENCHY’S NEW PARIS FLAGSHIP

Published February 28, 2008 by admin

The Givenchy brand is going through a rebirth that includes the opening of a new “gallerylike” Paris flagship.

Set to open this Friday the 3,750 sq. ft. boutique will be located on the Faubourg Saint-Honore. The flagship is the latest in a series of changes for the legendary French label, part of the LVMH Moët Hennessy Louis Vuitton conglomerate of luxury brands. Other recent changes include Givenchy becoming once again profitable in 2007, appointing pop star Justin Timberlake star of it’s upcoming fragrance campaign and a growth in menswear, which accounts for about 35% of the Givenchy business according to WWD.

The placement of Timberlake shows how aggressively the label is trying to woo a new generation while staying true to some of it’s roots. It’s menswear is in the midst of change as WWD reports:

“After parting ways with its former men’s designer, Ozwald Boateng, last year and mothballing a second line, Givenchy has pursued a new men’s positioning with an in-house design team. ‘It’s more contemporary and in line with the overall DNA of the brand,’ [chairman Marco] Gobbetti said. ‘We’re restarting the men’s distribution in Saks in seven locations’.”

Givenchy Displays New Spirit With Paris Flagship [WWD]