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3 years ago

La Loupe Kitzbühel No.1 Winter Edition

  • Text
  • Magazine
  • Kitzbuehel
  • Arnim
  • Arnim
  • Awards
  • Loupe
  • Resort
  • Vorderstadt
  • Iris
  • Cashmere
  • Bernd
  • Gruber
  • Freizeit
Wo die Liebe hinfällt… Oder wo sie herkommt: Uns hat vor Jahren in Kitzbühel Amors Pfeil getroffen. Also denken wir immer gern an die Gamsstadt und verbringen gerne Zeit hier. Die Stadt am Fuße des Hahnenkamm muss ja keine Pfeile abschießen, verzaubert sie doch ohnehin jede(n) mit ihrem Charme und ihren Qualitäten. Nicht von ungefähr ist Kitzbühel zum World’s Best Ski Resort 2015 gewählt worden! Zeit zum Verlieben ist auf den Pisten und in den urigen Hütten, Restaurants locken zum Dinner mit Kerzenschein und nach romantischen Spaziergängen oder einer ausgiebigen Shopping-Tour lässt es sich am Kamin schön kuscheln. Und auch im Sommer verführt die Region mit Bergen voller Möglichkeiten zur abwechslungsreichen Urlaubsgestaltung. Lust bekommen, die eigene Liebesgeschichte mit Kitzbühel zu erleben? Die schönsten Plätze dafür und die interessantesten Menschen vor und hinter den Kulissen stellen wir Ihnen in diesem neuen LA LOUPE gerne vor… www.laloupe.com

“In cashmere I always

“In cashmere I always feel comfortable and safe.” Iris von Arnim “The sweater is finished when we know it fits 100 percent. Even if that means that we have to produce five prototypes in the course of the development phase.” Iris von Arnim “We want to keep perfecting what’s already perfect. That’s what I’m aiming at and it’s a sort of luxury.” Iris von Arnim 44 I.v.A. I like wearing cashmere sweaters with jeans of a similar colour. In combination with a leather skirt or leather trousers cashmere looks more luxurious. The two natural materials complement each other perfectly. You could also combine a coarsely knit sweater with a smart cocktail skirt. L.L. Many people swear by cashmere scarves on the plane. What is your favourite travelling outfit and what can you not miss? I.v.A. Superfine cashmere sweaters and cardigans are pure luxury and incredibly comfortable. They feel so light on the skin and protect you from the dry, cold air. Aside from that the thin cashmere does not occupy a lot of space in the suitcase. So it really is ideal for travelling. L.L. When and why did you, as a former banker, decide to become part of your mother’s business? V.v.A. My mother was a single mother and I was an only child so she took me with her wherever she went. As a result I literally grew up between sweaters, knitwear, and designers. So of course I developed a certain passion for the topic. After my A-levels though I was unnerved and I just wanted to leave. I went to New York and worked in the banking industry there. At some point my mother asked me whether I’d like to become part of the company. The label “Iris von Arnim” seemed like a raw, uncut diamond to me with so much development potential. I definitely wanted to be part of it. And thus we agreed that I would work for the company for six months. Meanwhile we’re going on ten years. L.L. How does the cooperation of mother and son work? V.v.A. On paper we have a division of tasks – there is the creative part which is led by my mother and the operative business with marketing, sales, IT, operation and logistics which I am in charge of. In reality my mother has been known to interfere and we may have the occasional dispute. But even if we have loud altercations there is a great sense of basic trust between us so any conflict is usually resolved quickly. We are a two-man team and we have the same goals. I have the highest respect for my mother as an amazing businesswoman with incredible experience.

L.L. What sort of leadership style do you or your mother have? V.v.A. Well here we definitely come from two different generations. My mother is the company founder and often more strict than I am. She likes to decide on her own and values the staff ’s above-average commitment. I value the performance irrespective of how much time someone spent at the office. I am more consensus-oriented and try to find team decisions. L.L. You are a businessman with international experience. What sort of novelties did you implement when you became part of the business? V.v.A. We are a completely different business than we were ten years ago and we have twice as many employees. What’s new is that in our shops in Kitzbühel, Munich, Düsseldorf and on Sylt we also act as retailers. Additionally we have a large online shop that has grown by 100% this year and where the revenues have doubled. And our corporate communication strategy has changed fundamentally. Meanwhile the budget for online marketing is the same as the budget for offline activities. About one and a half years ago we launched a men’s collection. This market is not yet so saturated and at the same time this new branch gives us a cool image. Speaking of image: we work with PR agencies in New York and Los Angeles that take care of celebrity dressing. Today we received an image of the singer Adele wearing a knitted cashmere scarf, last week we got one of Heidi Klum. And other stars such as Gwen Stefani or Cate Blanchett wear our fashion – which is extremely important in order to be able to compete on the global market. L.L. How do you get stars to wear fashion by “Iris von Arnim”? V.v.A. It definitely does not help to simply send stars clothing packages. With a large budget you could of course pay celebrities to wear certain labels. We prefer to work together with stylists that advise celebrities in terms of outfits for image cultivation. These are then invited into our showrooms and they choose the rightpieces for their clients. Valentin von Arnim “I literally grew up between sweaters, knitwear, and designers.” Valentin von Arnim “The label ‘Iris von Arnim’ seemed like a raw, uncut diamond to me with so much development potential.” Valentin von Arnim “But even if we have loud altercations there is a great sense of basic trust between us so any conflict is usually resolved quickly.” Valentin von Arnim 45

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