WWD Series: Franck Nauerz

June 22, 2021

Franck Nauerz, men’s director, Le Bon Marché

Portrait of Frank Nauerz, Director of Menswear at Le Bon Marché
Portrait of Frank Nauerz, Director of Menswear at Le Bon Marché

-What are you most excited about this season?

Fashion is a world of passion and passion is better transcribed through human contact. At Le Bon Marché Rive Gauche, we are very close from our customers, so we are very excited to be able to share with them our passion, our latest discoveries and our in store exhibitions.

Besides that we are really thrilled to see the brands and the collections physically again. However, after a digital first few months, we have also been able to discover more brands, so we are excited to keep seeing more new player bringing a fresh energy. Specially, with a real strong view on sustainability and the will to change the fashion system by choosing the drop delivery format.

The last thing we are delighted about is to share with our customers some news areas that have been totally redone.

-What trends do you expect to take off?

We are most excited about the current reinterpretation of the tailoring silhouette. Starting by the more iconic household names, to the more fashion oriented brands. The use of more technical fabric and details, coming from the outdoor and streetwear narrative, combining the soft palette of colors, with the reinterpretation of the tailoring codes. This trend brings a wind of freshness to one of the key outfit of a men wardrobe and allows new customers to experiment with craftsmanship and know how of a tailoring construction.

We also expect to continue to see the rise of more sophisticated silhouette, where the logo take a step back and let the fabric, the craftsmanship and the color palette, be at the center of the silhouette.  

-How have you changed the way you select brands?

Le Bon Marché Rive Gauche has always been a local customer shop first of all. So in this period of time we have been focusing even more in how to bring them value and one of kind retail experience. We use this last few month to really focus on the best partners, the ones whose values are the most aligned with our customers base. The ones that are willing to create a strong narrative once express in the shop floor through pop up and customized experiences for them. 

-How have your shoppers’ priorities shifted?

Since the reopening, our customers have wanted to treat themselves, discover the surprises of Le Bon Marché Rive Gauche exhibitions, discover new brands, give in to impulse purchases, alongside more rational purchases, such as for weddings.

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