Multilingual :: Topic review - Qatar Luxury Group va lancer sa marque et ses bout

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Malaysia Airlines will cease to provide hotel accommodation for relatives of missing flight MH370 passengers by May 7, the airline said on Thursday.
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Qatar Luxury Group va lancer sa marque et ses boutiques de luxe EXCLUSIF
Ce n'est pas tous les jours que l'on voit arriver un petit nouveau dans le secteur du luxe. Ou plutt un gros nouveau car, selon nos informations, c'est le Qatar qui va lancer sa propre marque et ses propres boutiques de luxe travers le monde. Rien que a!
Le HuffPost a obtenu le nom de cette marque de luxe autoproclame, encore tenu secret: il s'agit de QELA. Connaissant les moyens financiers quasiillimits des Qataris, les marques installes comme Herms, Dior ou Louis Vuitton ne risquent pas prendre cette nouvelle la lgre.
Contacte par Le HuffPost, Caroline Guillon, directrice marketing du Qatar Luxry Group, qui va lancer cette marque, a confirm l'information: "Depuis sa cration, l'objectif de notre groupe est bien de crer une marque de mode au Qatar, puis dans un second temps, avec une vocation internationale. Nous travaillons actuellement sur la collection". Caroline Guillon prfre en revanche, pour l'heure, "ne pas communiquer sur le nom".
L'information est venue de l'autre ct de l'Atlantique, o un proche du dossier nous a confi que le Qatar cherchait activement un emplacement commercial New York pour installer une boutique de luxe. Plusieurs agents immobiliers ont t mandats par la socit Qatar Luxury Group, dtenue par la Qatar Foundation. Une information confirme au HuffPost par un spcialiste de l'immobilier commercial Paris: dans la capitale franaise aussi le futur nouvel entrant recherche un local d'au moins 500 mtres carrs. Avec une prfrence pour la trs huppe rue du faubourg sainthonor qui accueille dj Dior, Louboutin, Herms, Lazzaro, Prada, ou encore Dolce Gabbana. "Nous regardons effectivement d'un peu plus prs NewYork et Paris, mais notre priorit reste l'ouverture du magasin Doha. Pour le reste, aucune date n'est fixe" commente Caroline Guillon.
Au total, le lancement pourrait concerner plus d'une dizaine de villes, dont Paris, Los Angeles, New York, Milan Londres, Tokyo, Hong Kong, Singapour et, videmment, Doha. Tous ces magasins ne vendraient que leur propre marque, il s'agit d'une cration de boutiques mais aussi de produits. Objectif: se lancer avant la fin de l'anne 2012.
Mais, en ralit, il faudra patienter quelques mois supplmentaires. Les emplacements commerciaux n'ayant pas t encore tous trouvs, il y a peu de chances de pouvoir ngocier les baux et installer des boutiques en peine quatre mois. "Pour moi, il est trop tard pour la fin d'anne, estime un proche du dossier. Le projet n'est pas encore entirement ficel, il reste encore trop d'inconnues." Ce que confirme Caroline Guillon: "nous avons dpos la marque dans de nombreux pays pour prendre date et ne pas se faire voler le nom. Mais le lancement prioritaire reste le Qatar. Ce sera une marque locale au dpart. Ne vous attendez pas un lancement grande pompe avec feux d'artifice." A Doha, l'objectif reste la fin de l'anne mais, comme toujours dans la construction, on n'est jamais l'abri de retards.
Effectivement, Doha, les choses semblent dj bien engages puisque des recrutements sont en cours. l'intrieur d'une annonce du clbre cabinet de recrutement Michael Page, le nom de la future marque de luxe est en effet cit dans un passage:
(cliquez sur l'image pour vous rendre sur la page web de Michael Page)
"En tant que couturire de luxe, [.] vous devrez satisfaire tout moment les plus hauts critres de qualit QELA" dtaille l'annonce qui mane de Qatar Luxury Group. L'offre date du 4 aot dernier, preuve que le rythme est en train de s'acclrer. "Notre actionnaire principal est la Qatar Foundation, qui a une mission d'ducation des jeunes Qataris. Notre future marque nous permettra d'en former certains au secteur du luxe" commente Caroline Guillon.
Au dpart, cette marque n'tait enregistre que pour les produits textiles et les produits de beaut, comme des huiles essentielles, parfums, eau de Cologne, potpourris, crmes, dodorants, lotions, fauxcils, masques de beaut. Mais le 2 mai dernier, le dpt a t tendu pour concerner une plus large catgorie de produits. Dsormais, le Qatar Luxury Group peut galement commercialiser sous la marque QELA des produits tels que:
des bagages en cuir (attachs case, boites, malles, valises, trousses de voyage.),des lunettes de soleil,des calepins,
du textile (couvertures de lit, vtements.)des accessoires de bain (sandales, bonnets, peignoirs.), etc.
(cliquez ici pour accder l'ensemble des catgories de produits concernes, lien en anglais)
Bien entendu, dposer une marque ne signifie pas forcment que l'on va commercialiser l'ensemble des produits lists. Il s'agit seulement de se rserver la possibilit de le faire dans les annes venir et, surtout, d'empcher un concurrent d'usurper son nom sur des familles de produits proches de la sienne.
La marque a galement t dpose en Suisse, en octobre 2009, avec une inscription au registre des marques qui date du 25 mars 2010 (cliquez ici pour voir le dtail, lien en allemand) et, en France, un dpt a t enregistr l'INPI (institut national de la proprit intellectuelle).
Que le Qatar s'intresse au luxe n'a rien de nouveau ni de surprenant. Cela fait dj plusieurs annes que les Qataris prennent pied dans le secteur travers leurs nombreux fonds d'investissement. Et en particulier en France. Le 16 mars dernier,[url=http://www.sport.fr/economie/airmax.html]chaussure air max[/url], on a appris que le Qatar dtenait 1,03% du capital de LVMH, via son fonds d'investissement Qatar Holding.
Le riche mirat gazier du Golfe a galement rafl de nombreux htels de luxe, comme l'Htel du Louvre, le Royal Monceau, l'htel Lambert et le Concorde Lafayette Paris, le Martinez et le Carlton Cannes, et le Palais de la Mditerrane Nice. Une participation de 6,39% a galement t prise dans La Socit des Bains de Mer, qui dtient quatre palaces et htels de luxe Monaco. Enfin, le Qatar a rachet, via Qatar Luxury Group, la majorit des parts (52,6% des droits de vote) de la marque franaise de maroquinerie Le Tanneur, (cliquez ici pour accder au document boursier mis par l'AMF lors du rachat). Dcouvrez cidessous l'ensemble des investissements des Qataris de ces derniers mois.
Tous ces investissements ont certainement permis au Qatar d'acqurir de l'exprience dans le luxe. Plusieurs Franais sont partis travailler pour le Qatar Luxury Group et Grgory Couillard dirige la fois Qatar Luxury Group et Le Tanneur. Estce suffisant pour s'imposer comme une marque de luxe? Pas certain.
Malgr les colossaux moyens financiers de la famille qatarie, une image de marque ne se dcrte pas. Le raisonnement est d'autant plus vrai dans le luxe o des marques ont acquis leurs lettres de noblesse sur des dizaines d'annes. "On verra comment ils se positionneront mais ils n'ont pas l'aura d'un Herms ou d'un Louis Vuitton, estime un expert. Il y a une priode probatoire pour passer de nouvelle marque marque " la mode", puis marque de luxe".
Le dmarrage prudent, d'abord Doha puis, moyen terme New York et Paris, montre que les Qataris n'essaient pas de griller les tapes. Une chose est sre: on n'a pas fini d'entendre parler d'eux.