×
312
Fashion Jobs
THE INFINITY SPACE
Senior Sales Manager - Business Development
Permanent · Pune
LEAD HR SERVICES
Area Sales Manager
Permanent · Kochi
TRENZ BATH SOLUTIONS
Area Sales Manager / Sales Executive
Permanent · Dehradun
LUMAN INDUSTRIES LTD
Hiring For Area Sales Manager in Luman Industries in Delhi/Ncr
Permanent · Pune
M T PLACEMENT CONSULTANCY
Area Sales Manager.(Experience Required- Laminate/ Wood Ply Product)
Permanent · Navi Mumbai
TULIP CONSULTING SERVICES
Area Sales Manager - Modern Trade
Permanent · Hyderabad
O3 HIRE
Elemental Opening : Area Sales Manager || South - Retail
Permanent · Tirupati
TRIAKSHA AUTOMATION TECHNOLOGIES
Hiring Regional Sales Manager/ Sales Manager/ Area Head For Chennai
Permanent · Chennai
AJAY'S TAKEAWAY FOOD
Production Manager
Permanent · Navsari
L'OREAL GROUP
Senior Manager - Marketing (Matrix - Hair Color), Ppd
Permanent · Mumbai
ADD UR CO LLP
Production Manager
Permanent · Chennai
SPINEBIZ
Sales Manager - Andheri Mumbai
Permanent · Mumbai
BRIDGING TALENTS
Area Sales Manager || Retail Fashion Brand || Bangalore
Permanent · Bengaluru
ALUDECOR LAMINATION
Area Sales Manager- Noida
Permanent · Ghaziabad
FRONTLINE ELECTRONICS
Senior Manager Production- Ems
Permanent · Pune
REKRUT INDIA
Area Sales Manager-Personal Loan
Permanent · Hubballi
PHARMA PLACEMENTS INC.
Production Manager - Sterile Injectables
Permanent · Aurangabad
INDORE JOB PLACEMENT
Production Manager-2 Post (Plastic)
Permanent · Indore
SELECT SOURCE INTERNATIONAL
Production Manager
Permanent · Hyderabad
VRB CONSUMER PRODUCTS
Job Opening as Asst Manager Production - Keshwana
Permanent · Keshwana
ROYALOAK INCORPORATION
Cluster Manager
Permanent · Hyderabad
DEE MANAGEMENT SOLUTION
Area Sales Manager-Punjab/Haryana
Permanent · Patiala
Translated by
Erin Floyd
Published
May 29, 2019
Reading time
2 minutes
Share
Download
Download the article
Print
Click here to print
Text size
aA+ aA-

Jean Patou rebrands as "Patou"

Translated by
Erin Floyd
Published
May 29, 2019

Patou: a short, snappy and simple name. Its sound is almost familiar, both amusing and warm. Exit "Jean," the first name of the French couture and fragrance house's founder: Jean Patou is becoming "Patou" and is revamping its image.
 

 



Luxury titan LVMH, after having taken control of the label in 2018, is now accelerating its relaunch. Not without having taken with it the name of the house’s emblematic perfume, “Joy,” along the way, recently surrendered to Dior. It has become common practice for couture houses to lose the first names of their creator-founders once they are no longer linked. It happened to Dior with Christian Dior, Chanel with Coco Chanel, Versace with Gianni Versace, Saint Laurent with Yves and Maison Margiela with Martin.
 
It is a way of liberating the label and perennialising it by attributing it the status of a global label. Not to mention that a shorter simpler name is more recognisable and efficient to use and apply across product lines. This strategy seems particularly well adapted to Patou, as the house underlined in a press release, in the form of a poem: “Patou as a surname, a word, a friend, an invitation.

“Onomatopoeia that we love to repeat. A recognisable appeal, a je-ne-sais-quoi that resembles you. Patou is Patou!” wrote the label. It has also adopted a new, strongly legible logo, in large black letters on a white background. “A new logo inspired by the house’s archives, to see the label enter into a new era.”


Photo: Patou



To help create this playful and attractive new identity, a series of mini-films were created, in which the name Patou is repeated throughout a number of whimsical scenes. A cat named Patou wears a branded ribbon around its neck, while “Patou” pastries disappear from view as a voice whispers “J’adore ce truc” (“I love this stuff”). A crossword is filled out before the lens with a single repeated word: Patou.

To lead the new development, LVMH appointed Sophie Brocart as CEO last October. The executive was formerly head of Nicholas Kirkwood, another LVMH group label. The creative direction was entrusted to Guillaume Henry, formerly at Nina Ricci and Carven. The designer will present his first women’s ready-to-wear collection in Paris next September.

Patou is the latest major project for the French luxury group, alongside that of Rihanna’s Fenty, the brand new label created in conjunction with the singer, which was just launched in Paris.

 

Copyright © 2023 FashionNetwork.com All rights reserved.