Most Cre­ative Peo­ple

Fast Company - - Con­tents -

For­mer di­rec­tor of Ap­ple Mu­sic Ian Rogers is help­ing lux­u­ry­goods com­pany LVMH nav­i­gate the shift­ing re­tail land­scape.

Grow­ing up in Goshen, In­di­ana, Ian Rogers was far more ex­cited about skate­board­ing, punk rock, and hip-hop than haute cou­ture, and his fash­ion sense ran to­ward baggy Carhartt and Dick­ies items pur­chased from Wal­mart. “We were lit­er­ally dressed like jan­i­tors,” he re­calls.

These days Rogers op­er­ates in a de­cid­edly higher-end mi­lieu. In 2015, lux­ury-goods con­glom­er­ate Lvmh—which owns Givenchy, Bul­gari, and Marc Ja­cobs, among many oth­ers—hired him to be the com­pany’s first chief dig­i­tal of­fi­cer. A for­mer roadie for the Beastie Boys, Rogers had spent more than two decades in the mu­sic in­dus­try, in­clud­ing stints as CEO of Beats Mu­sic and se­nior di­rec­tor of Ap­ple Mu­sic, where he over­saw itunes Ra­dio. At LVMH, Rogers is tap­ping skills he learned while nav­i­gat­ing the mu­sic busi­ness’s tur­bu­lent dig­i­tal shift. “Re­tail is about to fun­da­men­tally change in much the same way that mu­sic changed,” he says.

In June, Rogers un­veiled one of his first ma­jor LVMH projects. Called 24 Sèvres, it’s a sleek on­line re­tail ex­ten­sion of famed Paris depart­ment store Le Bon Marché, which LVMH owns. The site is the only multi­brand on­line store of­fer­ing prod­ucts from LVMH houses like Chris­tian Dior and Louis Vuit­ton.

Now Rogers is turn­ing to other ini­tia­tives, such as build­ing out LVMH’S dig­i­tal pres­ence in China and us­ing cus­tomer data to ex­plore how to bet­ter sell pres­tige goods on­line—a high-po­ten­tial space that’s been slow to de­velop. As Rogers puts it, “The fu­ture of lux­ury e-com­merce hasn’t been in­vented yet.”

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