Drugi jezik na kojem je dostupan ovaj članak: Bosnian
By: Ekrem Dupanović
The luxury industry is one of the few industries that grew at the time of the last economic crisis. Nearly every day, the number of rich people who are inclined to enjoy luxury and elegance is growing. An elite brand will go out of its way to provide a good customer highly personalized service. makes everything to provide a good customer with a personalized service. For the most of us, the world of the rich and wealthy is unimaginably far removed from our everyday lives. However, the luxury brands each year spend millions to convince us otherwise. They’ve been doing this for a long time – at least since the beginning of the last century, when the tailors of extremely expensive clothes for very wealthy women began to expand their offer to increase their income. Fashion designer Poiret in 1911 introduced the Rosine perfume he named after his daughter. Chanel No. 5 was born ten years later. House Worth presented another famous fragrance, Je Reviens, in 1932. Their attractive bottles were prisms through which ordinary consumers could see the life of luxury.
At the beginning of the 21st century, when the esteemed brands fell into the hands of gigantic corporations with owners hungry for profits, the conquest of the mass market accelerated and strengthened. Such turn of events has changed the luxury game from the ground up. Michel Chevalier and Gérald Mazzalovo, in their book Luxury Brand Management, in 2008, wrote down the traditional definition of a luxury brand: “It is selective and exclusive … it is almost the only one in its product category and that can appear as a very selective symbol of scarcity, sophistication, and good taste.”
With the move of luxury brands into the hands of gigantic corporations, one segment of luxury remains premium, limited in its world and unmatched when it comes to elegance and luxury – handmade textile and leather items. The masters of craft, tailors and shoemakers, the great lovers of elegance, are people full of passion for the fashion and the business they do.
Some of the greatest European masters of handmade suits, shirts and shoes will be staying in Belgrade during the first three days of September, to present their mastery within the 24 Hours of Elegance by Chivas – a unique event in the Adriatic region. It is a great promotion for Belgrade in Europe and the world, and a great opportunity for the Belgraders to feel the magic of luxury in their city. The greatest merits for the success of 24 Hours of Elegance by Chivas belong to Aleksandar Alex Đorđević, a man who every year designs and organizes three days of elegance and luxury in Belgrade. Alex is our interlocutor today, in a light, refreshing chat for these unbearably hot days.
Media Marketing: 24 Hours of Elegance are being held for the seventh time in Belgrade. You are not tired?
Aleksandar Đorđević: On the contrary, 24 Hours of Elegance by Chivas has just begun to glow in its full glory, as a significant global event in the industry of luxury and culture of classic cars. This event serves as a bridge in communication between new markets and established brands, and connects our city with world metropolises, affirming our part of the world which still has people who value the highest quality.
Media Marketing: What is it that drives you to bring each year to Belgrade the biggest names in the world of luxury from Europe and the world?
Aleksandar Đorđević: Good news travel fast, so for the seventh time now we bring to Belgrade really the most prestigious brands and craftsmen of luxury items. Our focus is on handmade works as something that is really valuable, and that will never be replaced by robots. Because each tailored suit, each pair of custom-made shoes or tailored shirt, carry within them a large amount of dedication and love for the tradition and craft. All that takes time, because a mass-produced car takes six days to be made – a Rolls Royce takes six months … so you tell me what’s more valuable … and why.
Media Marketing: A what is it that makes the famous creators and brands come to Belgrade each year? Market, passion, your invitation that cannot be refused…?
Aleksandar Đorđević: 24 Hours of Elegance by Chivas, organized by DeGorsi Luxury Consulting and in partnership with prestigious brands such as Chivas, Martel, Zenith, Jaguar, Tag Heuer, etc., has become a must-come event for these small, but highly appreciated segments of the luxury industry – those who produce bespoke custom made products. For this reason, we hosted in Belgrade such prestigious visitors from London, Paris, Milan, Florence… which are rarely seen together in one place even in these world metropolises. It’s a mix that we have been able to arrange in partnership with the royal family Karadjordjević, the Serbian Union for Historic Cars, world-class collectors, top brands and grandmasters of craft, who cannot leave anyone indifferent when they come together in the beautiful venue of Belgrade on Water – not even those most demanding guests from Monte Carlo or Tokyo.
Media Marketing: How much does Belgrade, or rather city administration, support you in this project? 24 Hours of Elegance would be a prestigious event even for much larger cities than Belgrade. Does the Serbian capital recognize this importance?
Aleksandar Đorđević: We have good cooperation with the city, but no financial support of any kind. We don’t mind it though. We do this primarily to help promote our city and country, and to bring to Belgrade the world media and prestigious guests who, otherwise, probably wouldn’t have any reason to come here. And their good impressions about our city are heard far and wide. So, for example, one of our guests was Prince Emanuele Filiberto of Savoy, the successor to King of Italy, who is certainly an ultra VIP, and in the top influential circles in which he socializes a good impression about our city is a big plus, and an additional satisfaction for us. You know, these are some spheres that transcend politics.
Media Marketing: Who was the biggest star from the world of luxury that you have hosted so far?
Aleksandar Đorđević: Well this year our guest is Camps de Luca – an absolute master of tailored suits. He dresses French aristocrats, academics, industrialists, and presidents. Along with Aubercy, a historic maison of hand-made shoes, and Dormeuil, creators of the finest fabrics, this edition will surely be one of the most luxurious and most prestigious so far when it comes to world brands.
Media Marketing: Is there someone whom you would like to bring here, but haven’t had the chance yet?
Aleksandar Đorđević: Next year we are planning an edition dedicated to London’s elegance, and we are working on one of the renowned Savile Row creators, which will also be the theme of the latest movie we are producing under the title Masters of Elegance, where in four episodes we present the most prominent creators of men’s elegance. The first film we devoted to the Rubinacci house of elegance from Naples, and this second one will include our Prince Aleksandar as the inspiration for the British elegance we are talking about in the second film. The premiere is scheduled for 2019 at the Pitti Uomo World Fair in Florence, where we have been creating the Salon of Excellence for years now, in collaboration with Christine Eger, the lady of the knighthood Santi Maruzio e Lazzaro, and the ambassador of 24 Hours of Elegance for Europe.