REFLETS MAGAZINE - N°137 - Mars/Avril 2021 - Revue d'information et de réflexion économique - Preview - XVI

To contribute, FRED has chosen to
join the " Visors of Hope " operation
to support our heroes. The operation aims to firstly manufacture full
protection visors for hospital staff
using 3D printing and so complementing the usual protective equipment and secondly to give 20% of
our FRED.com sales to buy the necessary raw materials to create these
protections.
In addition to this operation, FRED
also wanted to celebrate our healthcare workers with the operation
#Drawforouheroes.
Through
a
mode of expression dear to the
House, FRED invited the public to
make drawings expressing their
gratitude to them. So, that we could
then share with them each evening
on our Instagram account, every
week from March to May. Without
language barriers, these drawings
inspired all, brought hope and said
thanks to our heroes.
Right after the lockdown, we also
launched a new campaign 'Live
the Joy', reinforcing our differentiation among other jewellery Maisons more than ever. We wanted to
address to our clients and the rest of
the world with strong relevance and
connections. Defying the situation
and conditions, we have chosen to
celebrate joy, life, love, friendship
and all the moments that make us
smile. Those values speak and mean
something for everyone and are the
purposes of FRED's jewels.
We are particularly satisfied by the
feedbacks from our home market,
France. While most luxury brands
suffered from the absence of international tourists, FRED has enjoyed a strong growth of sales to our
French clients. Even with more than
3 months of confinement, we saw a
double-digit growth in 2020 compared with 2019!
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« By affirming our strong storytelling and
clarifying our unique positioning, we also
succeeded in targeting the Millennials and
Gen-Z »
What about your perspectives?
This year, we have launched Pretty
Woman collection with both jewellery and high jewellery pieces. Inspired by the diamonds and rubies
necklace, given by Richard Gere to
Julia Roberts in the Pretty Woman
film, we are very excited to present and receive the first feedbacks
for this new " heart-within-a-heart "
design. At the same time modern,
easy-to-wear and interchangeable,
the jewels blend know-how with
daring, expertise with intuition. We
took 2 years to develop the full collection from design, sourcing to
crafting. In plain gold, half paved, full
paved, or with rubellites, the Pretty
Woman jewels offer a joyful and free
interpretation of love. Dedicated to
women who are willing to express
themselves differently and their
personality, Pretty Woman, will emphasise those in quest of freedom,
confidence, and versatility. To embody these notions, we are pleased
to work with Julia Robert's niece,
Emma Roberts as our Pretty Woman
Collection Ambassador. Known for
her acting career, she will stand for
her own vision of love.
2021 will also mark the 55th anniversary of the iconic Force 10 collection.
It will be the perfect occasion to focus on our men clientele. The new
pieces are for all occasions and complement the current range with a wider choice and more trendy designs
to express personality.
As for the House's future, I am optimistic and confident. Known for
being the first jewellery brand to
integrate the LVMH group in 1996,

FRED had its unique positioning in
the Jewellery world. Our collections
are easy-to-wear, unisex, versatile,
and full of light.
Does the Pretty Woman is FRED
mark the return of FRED to High
Jewellery?
With Pretty Woman collection, FRED
wants to revisit the heart shape design and give our vision of jewels for
love. When we dug into the house's
archives, especially for our past High
Jewellery pieces: we discovered that
the heart design has always been an
important part of the Maison from
Fred Samuel to his son Henri Samuel.
So, Pretty Woman is the perfect collection to reintroduce High Jewellery with FRED's contemporary vision.
We always aim to create jewels that
are transformable enabling the wearer many ways to create different
looks. For example, with the 'Audacious' high jewellery necklace we offer the possibility to create into more
than 22 options from necklaces in all
its glamour, to chic dazzling earrings
giving the free rein to the women's
imagination.
We know this is a long-term process
which requires a unique savoir-faire
and the most exquisite gems/materials, but for the future, we will surely
enrich our offer of high jewellery
pieces. Giving our own interpretation of the jewels and keeping our
boldness and modernity, our High
Jewellery will represent the brand's
unconventional and cool Riviera style totally adoptable for many
different occasions.

XVI

http://www.FRED.com

REFLETS MAGAZINE - N°137 - Mars/Avril 2021 - Revue d'information et de réflexion économique - Preview

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