TEASER INTERVIEW: MEET Alexander Giantsis, Commercial Director, Mary Katrantzou.

Mar 01, 2017 1401
Published in MR. POSH

Στα πλαίσια του πολυαναμενόμενου Fashion Business Course που ανοίγει τις πόρτες του στις 3 Μαρτίου 2017, ένα πρωτοπόρο εκπαιδευτικό πρόγραμμα που σχεδίασαν και υλοποιούν το MBA του Οικονομικού Πανεπιστημίου Αθηνών, μέσω του Κέντρου Επαγγελματικής Κατάρτισης, σε συνεργασία με την εταιρεία στρατηγικού μάρκετινγκ και επικοινωνίας, Ally, συνομίλησα* με τον Alexander Giantsis, Commercial Director, Mary Katrantzou, ο οποίος πρόκειται να βρεθεί στην Αθήνα και να μοιραστεί με όλους τους συμμετέχοντες την εμπειρία του από τον διεθνή στίβο της μόδας! 

*Η συνέχεια της συνέντευξής μας θα δημοσιευθεί τον Απρίλιο.

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Σε διάστημα έξι εβδομάδων, το πρόγραμμα στοχεύει να εκπαιδεύσει τους συμμετέχοντες μέσω διδασκαλίας από έμπειρους καθηγητές πανεπιστημίου και παρουσίασης πραγματικών case studies από guru της αγοράς για θέματα που αφορούν όλα τα επίπεδα της επιχειρηματικής δραστηριότητας, στη Βιομηχανία της Μόδας.


Στο πλαίσιο του προγράμματος θα καλυφθούν θέματα όπως το marketing και το management στη Βιομηχανία της Μόδας, στρατηγικές κατευθύνσεις σχετικά με τη δημιουργία ενός brand, η λειτουργική ανάπτυξη e-shop, οι εξαγωγές και οι βέλτιστες μέθοδοι προώθησης στο εξωτερικό. Παράλληλα, ιδιαίτερη βαρύτητα θα δοθεί στη σύγχρονη προσέγγιση των media καθώς και στη μετάβαση στην digital δημοσιογραφική πραγματικότητα.


Για περισσότερες πληροφορίες και αιτήσεις συμμετοχής, επισκεφθείτε το http://kek.aueb.gr/el/normal/Program/11/ViewProgram 




1. What did you find yourself identifying with most? 

I came into fashion more in appreciation of the creativity in the field rather than the allure of fashion, luxury brands and designer labels. As a young boy in Greece I never really followed fashion, I did not think that this would be my chosen path. I was of course artistic but was drawn to the world of costume design and film. I entered fashion thinking I would someday work in the film industry designing costumes and I decided to study fashion rather than costume as I thought it would give me a broader understanding and the right foundations for the future. However I realised that fashion can be just as creative as costume and film and that it can create an entire world with a single collection. I identified with the process of creating a world, an aesthetic and a product. 

At university I studied textile design and specialised in digital print, so this inevitably drew me to Mary and her work. I remember I was working in retail at Harvey Nichols when I first came across her work. I identified with the amazing vision and uniqueness in her work and the world she was starting to create.  


2. Clothes need to be commercial or not?

Commercial is a word that is often misunderstood in fashion, especially luxury fashion. Clothes are a commodity and are meant to be worn and fulfil a need. Its a product that has a use and so if we mean commercial in that sense then yes clothes should always be commercial. However, there are many different reasons and uses for wearing clothes and so we can't generalise. 



3. How will fashion in Europe evolve in the coming year?

This is a very big issue and one that is very relevant at the moment. The fashion industry is going through a big change in terms if its structure, its calendar and how it connects with the end consumer. Social media and the internet have brought fashion much closer with its end consumer and also shortened the time it took to reach them. This change happened very quickly and the industry was caught partially unprepared and we are now at a time where it is trying to find its footing and preferred strategy. However it is also an extremely exciting time as systems that were in place for so long are being challenged and changed. Each brand will look to see what fits them best and adapt to the new reality. 

Europe has the majority of luxury fashion brands and so are integral in structuring the future dynamic of the industry. However, Europe has been hit by huge political and financial unrest which has led to instability. This affects all industries and in turn fashion too. This will definitely affect the picture in the coming year. We will see brands look to introduce new strategies and look to solidify their identity and position in the market. The larger brands are already doing so and changes in creative directorship in some of these will further unsettle the picture. We will see more brands adopt a straight to consumer approach but equally see the ones that do not want to comply to this making sure they are creating a relatable world and product that has a relevance in this changing system.