Yves Coppin

Brand and Retail advisory specialized in Luxury and Premium brands in both local and travel retail markets. Brand Strategy and Management retail and omnichannel distribution network. Merchandising and assortment / Retail Execution. Distributors and Landlords negotiations. Find local partners to ensure the effective strategic positioning of the brand.

Define the 5 years plan strategy for retail, wholesale, ecommerce and B2B in North America, EUME and Asia with the Board of investors. Responsible of global business operations with expansion plan in North America and Europe. Participate in development strategy for new categories extension. Objective of 8 new openings / relocation per year and double turnover in 3 years. Work with agencies on developing a new Store concept and setting up the global roll out. Build and motivate HQ and retail teams in Milan and in New York and in the global retail network. Increase the store productivity per FTE and per sqm, increase the brand presence in NA, Middle East and Asia as priorities. E-commerce; new website design, launch of the cross border business and set up of China e-co. Create in-store selling ceremony and improve the client experience. Launch of new CRM tools and increase the team clienteling mindset.

Define the 3 years plan strategy for retail, wholesale and ecommerce. Motivate retail teams and regional team in Milan, London and Amsterdam offices. New market opening and direct retail transformation of the network. Acceleration of the presence in Middle East region. Store network expansion and optimization in Full Price and Off Price. Wholesale strategy implementation and strong involvement in the Buy. Increase the ecommerce market share by building teams and expertise. Launch of Farfetch. Set up of retail excellence and training team. Increase visibility of the brand and increase the brand awareness (digital, pop-ups, celebrities).

Direct report to CEO. New regional organization with a focus in Shanghai and Singapore regional offices / Build and motivate teams in the region and network. Increase the store network, its productivity (FTE, sqm) and its profitability with footprint increase and renegotiation of the lease agreement to increase profitability. Negotiation of the buy-back franchise for direct operations in Korea. Travel Retail stores development and optimization. Launch of e-commerce platforms (WeChat store, Korea e-com and regional Cross Border). Launch of clienteling and CRM programs (in stores and digital). Opened new markets (Malaysia, Philippines, Vietnam, New Zealand). Accelerate the visibility of the brand (mainly digital and OOH) and increase its desirability towards young generations (social media, pop-up stores, celebrities). Focus on Leather Goods and increase RTW penetration.

Member of the Board for Berluti HK, Macao, Taiwan, Singapore, Australia and Korea (JV). P&L responsibility for two regions with management of 4 regional offices in Asia. Direct reports: Finance / HR / Retail Managers / CRM / Merchandising / Communication / Supply. Recruit, lead, motivate and train a team of more than 200 people to achieve the objectives. Flagship stores negotiation in China, Japan and Asia Pacific. Landlord negotiation: store location, lease renewal, rent renegotiation and size optimization. Management of all Fashion categories including RTW, Shoes, Bags and Accessories. Launch of the Ready to Wear collections and build teams expertise. Digital: launch of the WeChat pop up stores in China and E-commerce platform in Japan. Covid-19 contingency plans in the store network and in regional offices. Development of the High Values categories such as Bespoke Shoes and Tailoring / MTM offers. Development with HQ of the Special Orders and Exotics offers. Communication: launch of the digital Communication in China and in Korea. Print and OOH development for Chinese and Korean clientele. Leverage of KOL and Asian celebrities. CRM: build the retail team knowledge (set up tools in store and work with HQ for new CRM digital tools). Client events focusing on seasonal launch, craftsmanship and Pop Up Stores opening. Strong improvement of the client experience in store and MSP. Strong involvement in Store design, Training, VM and After Sales Services (Set up of 2 Ateliers).

P&L responsibility for two regions with management of 4 regional offices in Asia. Direct reports: Finance / HR / Retail Managers / CRM / Merchandising / Communication / Supply. Recruit, lead, motivate and train a team of more than 200 people to achieve the objectives. Flagship stores negotiation in China, Japan and Asia Pacific. Landlord negotiation: store location, lease renewal, rent renegotiation and size optimization. Management of all Fashion categories including RTW, Shoes, Bags and Accessories. Launch of the Ready to Wear collections and build teams expertise. Digital: launch of the WeChat pop up stores in China and E-commerce platform in Japan. Covid-19 contingency plans in the store network and in regional offices. Development of the High Values categories such as Bespoke Shoes and Tailoring / MTM offers. Development with HQ of the Special Orders and Exotics offers. Communication: launch of the digital Communication in China and in Korea. Print and OOH development for Chinese and Korean clientele. Leverage of KOL and Asian celebrities. CRM: build the retail team knowledge (set up tools in store and work with HQ for new CRM digital tools). Client events focusing on seasonal launch, craftsmanship and Pop Up Stores opening. Strong improvement of the client experience in store and MSP. Strong involvement in Store design, Training, VM and After Sales Services (Set up of 2 Ateliers).

P&L responsibility for two regions with management of 4 regional offices in Asia. Direct reports: Finance / HR / Retail Managers / CRM / Merchandising / Communication / Supply. Recruit, lead, motivate and train a team of more than 200 people to achieve the objectives. Flagship stores negotiation in China, Japan and Asia Pacific. Landlord negotiation: store location, lease renewal, rent renegotiation and size optimization. Management of all Fashion categories including RTW, Shoes, Bags and Accessories. Launch of the Ready to Wear collections and build teams expertise. Digital: launch of the WeChat pop up stores in China and E-commerce platform in Japan. Covid-19 contingency plans in the store network and in regional offices. Development of the High Values categories such as Bespoke Shoes and Tailoring / MTM offers. Development with HQ of the Special Orders and Exotics offers. Communication: launch of the digital Communication in China and in Korea. Print and OOH development for Chinese and Korean clientele. Leverage of KOL and Asian celebrities. CRM: build the retail team knowledge (set up tools in store and work with HQ for new CRM digital tools). Client events focusing on seasonal launch, craftsmanship and Pop Up Stores opening. Strong improvement of the client experience in store and MSP. Strong involvement in Store design, Training, VM and After Sales Services (Set up of 2 Ateliers).

Area: Responsible of Asia Pacific with a focus on China, Japan, Australia, India, HK and Vietnam. P&L responsibility for Domestic Markets & Travel Retail Markets. Define & implement a new organization in the regions; distribution, brand strategy & team. Distribution expansion, Trade & Consumer awareness development. Negotiate new regional distribution contracts for the portfolio. Define & deploy booster plans for mature markets to gain in penetration (Consumers & Trade). Ensure & improve the brands share of mind within the distributors. Implement global brand strategies & marketing initiatives / create local initiatives & adaptations of global guidelines & strategies to local consumers (consumer studies in China). Establish the regional strategy & the yearly action plan with the local marketing teams. Develop flagship outlets / Develop media visibility and PR / Recruit & train a booster team for China.

Area: Responsible of Asia Pacific with a focus on China, Japan, Australia, India, HK and Vietnam. P&L responsibility for Domestic Markets & Travel Retail Markets. Define & implement a new organization in the regions; distribution, brand strategy & team. Distribution expansion, Trade & Consumer awareness development. Negotiate new regional distribution contracts for the portfolio. Define & deploy booster plans for mature markets to gain in penetration (Consumers & Trade). Ensure & improve the brands share of mind within the distributors. Implement global brand strategies & marketing initiatives / create local initiatives & adaptations of global guidelines & strategies to local consumers (consumer studies in China). Establish the regional strategy & the yearly action plan with the local marketing teams. Develop flagship outlets / Develop media visibility and PR / Recruit & train a booster team for China.

Area: Responsible of Asia Pacific with a focus on China, Japan, Australia, India, HK and Vietnam. P&L responsibility for Domestic Markets & Travel Retail Markets. Define & implement a new organization in the regions; distribution, brand strategy & team. Distribution expansion, Trade & Consumer awareness development. Negotiate new regional distribution contracts for the portfolio. Define & deploy booster plans for mature markets to gain in penetration (Consumers & Trade). Ensure & improve the brands share of mind within the distributors. Implement global brand strategies & marketing initiatives / create local initiatives & adaptations of global guidelines & strategies to local consumers (consumer studies in China). Establish the regional strategy & the yearly action plan with the local marketing teams. Develop flagship outlets / Develop media visibility and PR / Recruit & train a booster team for China.

Set up the company in Beijing & South-West of China. Retail shops development in China (3 in Shanghai / 2 in Beijing / 3 in Tier 2 cities). Recruit & train team: office, sales, retail, promoters / Define & implement promotions in Retail & On Trade / Key Accounts negotiations (Carrefour / Metro / International Hotel Chains).