Interview with Alexandra Schimel-Fila, luxury consultant – Packaging Première 2023
Alexandra Schimel-Fila is an expert in the world of luxury, particularly fashion and luxury accessories thanks to her 30 years experience in marketing and communication for Zilli, the men’s clothing and accessories brand founded by her family. In the interview she gave to Packaging Première 2023, she reveals her point of view on the future of luxury packaging, between art, design, high quality and sustainability.
Alexandra Schimel-Fila, luxury consultant and expert in the world of luxury fashion, worked for 30 years in the family business, Zilli brand, specialists in luxury menswear. The company was founded around 50 years ago in Lyon, with production in Italy and France, and has achieved a global retail presence. Here, Alexandra Schimel-Fila has developed in-depth experience in communication and marketing for the fashion and luxury world in general.
After your long activity in the family brand, what are your plans for the future?
Now I am in a moment of transition, I am thinking of creating my own line dedicated to lifestyle and home decor still in the luxury world but more dedicated to art-de-vivre, to the luxury lifestyle with homeware and leisure accessories.
What could be the current and future challenges for brands in the field of packaging?
I grew up with the idea of quality, a value I still believe in. And what experience has taught me is that we cannot sell a luxury product without luxury packaging. If the product you sell is to be of the highest quality, then the packaging must also be of the highest quality. It is all a whole, it is all part of the brand image. The challenge is to maintain quality standards and at the same time to find something that really identifies the brand and to find packaging that is also a bit special, that makes the difference.
An event like Packaging Première is certainly very useful for this purpose because it is a way of finding ideas to be innovative, sustainable… a direction in which the luxury world is going.
Do you think there is a link between packaging, art and design? What do you think about expressing it with an initiative like the Art-Gallery that welcomes visitors to the event?
Art is part of our life and the link between art, fashion, packaging, which conveys the first image of a product, is very strong.
If you were to launch your new lifestyle and luxury homeware line, what would you look for in terms of packaging?
I would obviously look for a very high quality product and the fact that the packaging is already an object, a product in itself and not just packaging to be thrown away. I would look for packaging to keep and, why not, to collect. I would try to create packaging that is valuable in terms of materials, so that it is a shame to throw it away. The pack has to be part of the product, because this makes the strength of the brand and allows it to remain over time. This takes up both the theme of sustainability and the theme of art in the world of luxury and packaging.
I’ll bring you a memory of my father: he always said that the brand must leave a memory of itself and for this reason, about 40 years ago, he had fabric garment covers created with leather trimmings, the material in which our brand was specialised. So each garment was sold with its own case, made of fabric with this leather lace around it that echoed the colour of the brand and conveyed all the brand’s image of quality and refinement. This was packaging that you don’t throw away.
Fonte: Spotify – Packaging Unboxd with Evelio Mattos
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