Ekaterina Petukhova is Co-founder and managing director of Esper Group. Esper Group is the group of companies providing multiple services for companies working in the fashion industry in Russia, former USSR countries and Eastern Europe.
Every day Esper Group specialists monitor, collect and analyze using company’s own unique method the information needed to do business in fashion successfully. Having two offices – one in Moscow, Russia and the other in Belgrade, Serbia – makes it possible for the group to implement highly-responsive approach to it’s day-to-day performance in target markets.
Esper Group is involved in some huge governmental project in Eastern Europe reshaping the whole light industry of one country. The company comments for lots of media all over the world (New York Times, Daily Telegraph, Reuters), Ekaterina being also a Forbes columnist in Russia.
What means luxury to you in one word:
HERITAGE
What are your models or fundamentals in life which you will recommend to others?
I think my fundamental idea of my life is something similar to those eternal ideas of luxury: to combine clinging to your roots, being authentic and at the same time moving forward and improve. I think only this combination can give you the perfect sense of strong identity, knowing who you are and what you are up to. I believe that every person is a story of his own.
What is your criteria for luxury in order of preference
1. History
2. Craftsmanship
3. Authenticity
4. Limited edition
5. Personalization
What is your favourite luxury brand(s) and why ?
In my opinion “luxury brand” is indispensably “artisanal” with lots of manufacturing wisdom included. I mean that luxury is not something judged but the price but it is definetely something that has its soul, gives you absolutely unique experience, the one you can never get from seeing, touching, tasting or owning some other product or service. And you keep in mind that you somehow share experience with those who saw or felt the same long time ago consuming the brand. Luxury consumption is all about that experience, it’s more intangible than it seems. In these terms, I would put just several brands that are even out of luxury range for me because I am a big fan of the brands that reproduce its luxury identity with the help of modern means. I would put on my list Celine, maybe the only brand which really succeeded in giving a modern hype touch to luxury, Repossi for jewels and I would name boulangerie Poilâne as only working in fashion you start to realize what a luxury bread is ) Seriously, Poilâne is a great example of a brand with heritage. Just imagine that every loaf is made with sourdough that made a part of that first Poilâne miche baked in the 1930s.
Name 5 luxuries which are “indispensable” for you and why :
When I am starting to think about those indispensable luxuries they all come to the idea of being master of your time. So time is the main luxury, i will generalize the idea instead of making those five. And some splendid perfume. You see, when it comes to luxury it’s all quite intangible, a chemistry that empowers you with the feeling.
Digital and Luxury. Love or Hate ? What means “digital” for you ?
Definitely, love! Digital is not anymore our future but a presence. I am amazed when I realize that we are living in the times that are very much alike the post-Renaissance. The times when gunpowder, compass and printing were invented. Digital is our new and maybe greatest ever extension which changes the world and makes us change ourselves as well. There has never been a time that changed so much lifestyle, consumption models, relationships, economics, politics. It’s a new turn of civilization and we are all a part of it. What is interesting I think digital gave a new meaning to luxury. Privacy, that’s a new luxury. We share and everything around us is shared whether we want it or not. Being active keeping a low profile will be a real luxury and art of a kind.
