Top shoe designer steps out in style in new market
With her architect's mindset, Kristina holds a clear vision for the company's future. In the pivotal Chinese market, she sees a landscape of opportunities and challenges.
She aims not only to uphold the brand's tradition of craftsmanship and innovation through fostering more collaborative designs but also envisions creating a Manolo Blahnik exhibition in Shanghai in the coming years. This exhibit will narrate the incredible journey of the past 54 years.
"My strategy is just to be honest and tell the story and enhance the community that we already have," she explained.
Additionally, a key focus for her is to prioritize the support and development of young designers. "I know how hard it is, from both having watched my uncle but also knowing many friends in the fashion industry, to launch brand and to be seen," she said.
Moreover, Kristina is intrigued by the impact of social media and social commerce in China, particularly platforms like Xiaohongshu (Little Red Book) and WeChat.
"When I first learned about social commerce, I thought this is brilliant.Why isn't everyone in the world doing this? I'm desperate to learn that," Kristina emphasized that the team will be focusing on social commerce in the upcoming year.
While the path forward in the Chinese market may have its challenges, she has her own set of criteria for gauging success.
"I will never answer a question in terms of commercial success. All these things don't interest us, what interests us is making sure that we're able to tell our story and learn from our community." Kristina said.
