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Hemisphere Sud diversifies its range
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Hemisphere Sud diversifies its range
The leather-goods specialist now wants to target a new type of clientele with its “Trends” range: the same quality products at more affordable prices…
The famous luxury leather-goods firm has decided to democratise itself. As from this summer, Hemisphere Sud will develop two different product ranges. It will no longer rely solely on its “Classics” with bags, shoes and other accessories made of extremely expensive and high quality material. Anne-Christine Lévigne-Fletcher now wants to create “Trends” – a range with the same concern for quality and originality but made with less refinement to target a new clientele.
If Hemisphere Sud has always been known to adapt to customer demand in terms of material, originality and production, it has always preserved its image of a classy boutique that not everyone can afford. Even though this was a deliberate choice – you have to pay for quality – the company now wants to widen its appeal. “I constantly feel a need to settle my objectives. When I first started I was trying to do everything at the same time. Now I know what Mauritius needs,” reveals the manager of the company.
Of course, Romisco, the branch in charge of exports will continue to deal with haute-couture boutiques or provide Buckingham Palace with all its travel bags. But the two other branches have decided to bet on adaptability. This is why Anne-Christine Lévigne-Fletcher now accepts any order for corporate gifts as long as it remains fun for her. “Even small orders of corporate gifts at very affordable prices are interesting for me as they give me inspiration for possible creations for the boutique afterwards.” Likewise, she wants more people to be able to afford her products. “Of course, Hemisphere Sud must keep up its image of good-quality products in a luxury shop. But this should not prevent us from targeting another clientele, maybe the younger generation – the more so, as we don’t intend to make any concession on quality.”
For instance, a leather bag in the “Trends” range will look exactly the same on the outside but the lining may not be in leather but in less costly material. And this will have a considerable effect on the final price the customer will pay…
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Improving the country’s image…</B>
When she arrived in Mauritius 28 years ago, Anne Lévigne-Fletcher immediately felt at home. She knew she would find something to do in this country and soon could no longer imagine living anywhere else. She now feels Mauritian and very happy to lead a “useful” life here. “We create something that lasts several years and I know we help 350 families to earn a living in the company without mentioning the ones I subcontract to,” she comments. If she had one regret, it would certainly be the promises that past governments have made but not kept. “Being involved in the luxury sector, I know that it is very important for the country; these companies help circulate a good image of the country abroad. In all other countries, such firms have a boutique at the airport as a showcase for instance… Why isn’t this possible in Mauritius?” she wonders.
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