Desirée Bollier of Value Retail on Making Luxury Shopping Seamless
Having been CEO at Value Retail since 2001, Desirée Bollier is a woman on a mission. Managing nine of the world’s most luxurious shopping outlets, she is paving the way for responsibility in fashion retail. We caught up with her to discover how she envisions luxury in the modern-day…
WHAT LED YOU TO WORK IN THE RETAIL INDUSTRY?
My love for fashion, its drive and innovation, I was always interested in how to translate the creative vision of designers into a business strategy and make it work.
WHAT IS YOUR POWER LOOK FOR WHEN YOU FEEL AT YOUR BEST?
I love mixing beautifully tailored cuts where femininity and structure strike the perfect balance.
DESCRIBE YOUR TYPICAL WORKING WEEK?
No entrepreneur that I know has a typical day or week, what I know is that my days are usually about 18 hours and that’s the only typical thing about it!
WHAT IS THE CONCEPT BEHIND THE BICESTER VILLAGE SHOPPING COLLECTION?
The concept was inspired by our first project we built in the 90’s, 2 Rodeo Drive– an iconic shopping destination, purpose-built for shopping and tourism- attracting the sophisticated international traveller. Since then we have grown to operate 11
international shopping destinations united under the umbrella of The Bicester Village Shopping Collection.
WHERE WOULD BE YOUR IDEAL SHOPPING DAY AND WHO WOULD BE WITH YOU?
Shopping is not my favourite hobby, I prefer museums art galleries where I get inspired. When I visit boutiques and department stores, I find myself observing and listening- in other words working…The only time I find shopping enjoyable is when I am in a bazaar or a market discovering local artisans or cool streets where I am finding new emerging designers. This inspires me to translate that feeling or that mix into our Bicester Village Shopping Collection. My favourite time would usually be exploring with my daughter and seeing it through her millennial eyes.
HOW DO YOU THINK THE NOTION OF LUXURY COULD BE UPDATED FOR THE MODERN DAY?
When luxury humanizes digital, what I mean by that is when the experience of shopping will become as seamless as shopping online, yet within a high fashion environment and high touch interaction, one where queues do not exist, where every
salesperson thinks of themselves as a butler catering to the needs of their clientele, where an app is your virtual clientele, replacing the old so called “black book”.
WHAT IS YOUR VISION FOR THE BICESTER VILLAGE SHOPPING COLLECTION?
To generate ‘wows’ from 100% of our guests. To generate 100% engagement from our brands. To generate fun and passion from 100% of our colleagues. The Bicester Village Shopping Collection by Value Retail is a constant evolution with a single drive-
to make our guest happy!
Images: Bicester Village and Value Retail