Alexandre Arnault discusses taking over RIMOWA at the age of 25 and his strategy to reshape the brand and expand its global presence while maintaining its focus on craftsmanship and sustainability.
On reshaping the brand’s digital strategy: “There’s no piece of technology that can stay relevant for 10 years in a suitcase…. So we’ve tried to pull away from technology embedded in the product…. When it comes to communication we’ve really tried to on that side, get ahead of what’s happening…. Everything digital, experimenting with new platforms… I think allow us to reach new customers and tell our story in a better way.”
On building products for the future of the brand: “One thing that’s very frustrating to me and to most people is that the suitcase is present with the customer only at the dreadful part of traveling. I don’t know a lot of people who enjoy spending time in an airport when you’re at your destination… the suitcase is in your hotel room or in your closet…. And so we’ve been trying to develop products to be present with the customers more on a day-to-day basis.”
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