Interview conducted by Cynthia Unninayar
For the past 18 years, the by-invitation-only Couture show has served the market needs of the high-end branded jewellery and watch sectors. The first show of its kind, it caters to an elite community of renowned brands, emerging designers, and fine retailers from around the world. In 2012, Gannon Brousseau was named Show Director. With a great deal of experience in the retail sector, including jewellery, gifts, art, fashion, and furniture, he brings enthusiasm and passion to this special community. CIJ Trends & Colours caught up with this very busy man in Basel to learn about his plans for this exclusive show.
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- Gannon Brousseau
CIJT&C : Last year, Couture was sold by Nielsen to the private equity firm, ONEX, and is now under the umbrella of its Emerald Expositions unit, a leading organizer of B2B and B2C events. What does this mean for the show?
Gannon Brousseau: The change in ownership simply means that we are now operating on our own, rather than as a part of Nielsen. This is a fantastic opportunity for Couture, which is the Crown Jewel of the group.
CIJT&C : Besides the exclusivity of Couture, what are some of the benefits it offers for exhibitors and retailers?
GB: Couture caters to a very specific audience and our goal is to provide the best atmosphere possible for our customers to do business in. We want to ensure that everyone is able to work in an elegant and proper setting where they don’t have to focus on anything but conducting business.
CIJT&C : As the industry changes, how do you see Couture evolving over the next five years?
GB: I am very excited about the future of this industry and the future of Couture. I’ve long embraced the philosophy that it is important to manage not just where the business is now but where it is going to be. Rather than get too specific, I will say this—if Couture looks and feels the same in five years as it does today, we have done something wrong. We will always act as a community and, as a community, we will evolve together to continue to make this event and the industry the best in the world.
CIJT&C : What are some of the new initiatives planned for the upcoming show?
GB: In addition to our incredible domestic retailers, we are focusing on bringing international and specialty retailers to Couture. Whenever we travel, which we do a lot, we meet with brands and retailers alike and we encourage both groups to attend Couture. We are confident that if they attend the show once, they will fall in love and make it a must-attend event on their calendar each year.
CIJT&C : Do you have plans for any international events?
GB: We have had a small Couture pavilion at Inhorgenta in Munich for the last two years. Inhorgenta is a very well organized show, with good potential. We will be there again next year. But as far as creating an international Couture show, the answer is no, not now. In fact, I believe there are too many shows at the moment and would be happy to see some consolidation rather than new show launches. So, at the moment, we are focused on making Couture America the best show in the world.
CIJT&C : What kind of tech-savvy or social media endeavours is Couture involved in?
GB: Technology is an important part of every business and it is becoming increasingly important in our industry. The simple fact is, if you are not embracing technology and are not engaging in social media, this industry and your customers will pass you by. Social media offers every brand the ability to communicate with their current customers, and provides equal opportunity to reach new customers. But just because social media is free it doesn’t excuse brands from needing a strategy. They have to have a unique voice; a specific point of view. At Couture, we have heavily embraced social media. Along with our constant Facebook and Twitter activity and our blog (Couture Musings), we have been very active on Instagram. Back in October we launched #CoutureTakeOver with Irene Neuwirth. The idea behind #CoutureTakeOver is to allow all of us to live vicariously through different members of our community. Each month, we lend our account for two or three days to a different member of our community—designers, retailers, editors, stylists, and celebrities. During those days, the person posts on our account giving us all a glimpse of what it would be like to live a day in their shoes. It’s been an incredibly rewarding concept that has been very well embraced by our community. Be sure to follow us @by_couture.
CIJT&C : At the show, and elsewhere, it is not uncommon for buyers to label themselves as a Couture retailer. People seem to be very loyal to the show…
GB: Yes, and we love that. The beauty of Couture is that it is a community, and a very special one at that. And as show management, it is our job to ensure the community we serve is happy with the product. We continually seek feedback to improve the show experience for everyone. To this end, we have advisory councils, made up of retailers and exhibitors that provide great insights for our event.
CIJT&C : One of the most popular parts of the show is the Design Atelier. Will this remain intact?
GB: Absolutely, Design Atelier is an essential part of the Couture make up. Our goal at Couture is to provide the best to our customers and to showcase new talent. And Design Atelier is the perfect place for our retailers to see new talent. When we travel the world, we look for the undiscovered and work with them on ways to introduce them to the American market.
CIJT&C : Would you ever consider moving the show out of Las Vegas?
GB: No, I couldn’t be happier with our partnership with the Wynn. Mr. Wynn is a true visionary and in my opinion, no one comes close to delivering a product like he does. He understands what true luxury is and provides a customer experience matched by no other. Couture was the first show ever held at the Wynn so there is a great history and loyalty there. We are very lucky and thankful to have our show at the Wynn.
CIJT&C : And, clearly, you are happy with your job…
GB: Yes, I’m very happy with my position at Couture. I can’t think of too many jobs that allow you to collaborate with business people and artists alike. The Couture community is very special, and the industry we are a part of has so much opportunity ahead. I believe the future for our industry is very bright and I look forward to being a part of it in the many years to come.
