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British Clothing Luxury Brands Expand Operation Aimed At Chinese New Class

2010/6/17 9:45:00 51

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For centuries, western fashion brands have always regarded China as cheap.

Raw material

And the labor market, but in recent months, China has attracted the attention of the fashion industry for its booming economy.

Many high profit fashion brands say they want to expand their operations in mainland China.

Vivienne Westwood said it will open 20 boutiques in China, and the old Burberry store in China will also increase its existing 44 stores to 66 in 2012.

In addition, the US leather goods brand Coach will open 20 retail stores this year, and Italy's handbag and luxury clothing manufacturer Ferragamo also plans to open 10 stores.

James Dorn, a Chinese analyst, said: "when I first came to China in 1988, most people in Shanghai were riding bicycles and wearing crappy ones.

clothes

There are only a few luxury hotels.

Today, Shanghai has become a cutting-edge City, where the rich and the growing middle class have increased demand for high-end fashion products, homes and cars.

Last month, Marion Cotillard and Chalize Theron, together with John Galliano, creative director of Dior, attended the debut of Dior in Shanghai.

SidneyToledano, President of Dior, said: "the great improvement of China's consumption power is only one aspect. Chinese consumers are becoming more sophisticated. They like to buy products with special marks, which represent the quality and uniqueness of products."

Last year, luxury fashion tycoons (such as LVMH) discovered that their sales of their products increased sharply in the Chinese market, and the Chinese market digested 750 million dollars worth of luxury goods.

"We expect retail sales to grow by 16%-18% this year," said JessicaLo of China's marketing department.

According to a report published in McKinsey last autumn, the consumption of the first one hundred cities in China will double from 2008 to 2015.

Jessica Lo added: "China will never be seen as a cheap one."

commodity

At the center, consumers are getting richer and more willing to spend money on shopping. They are optimistic about the economic situation and their job prospects.

80% of women told us that they would spend more in the next six months than in the past six months.

The purchasing power of consumers in medium-sized cities in China, such as Chongqing, is also very optimistic.

Toledano has similar views. He said: "now Shanghai has a very large consumer base, and cities like Guangzhou also have great potential.

Surprisingly, so many cities have the potential to become a luxury market.

Even in Europe, in Britain, consumers are less interested in luxury goods once they leave London. "

It is said that TomFord, the former creative director of Gucci, has also targeted the huge market in Shanghai.

The shoe brand GeorgeEsquivel, based in Losangeles, plans to open its first independent store in Beijing later this year.

JessicaLo also reminds western brands that they do not think that Chinese consumers will have the same taste as European and American customers. Too many Western companies have forgotten the process of localization in their products and advertising styles.

Those images that resonate in Europe are not necessarily suitable for Chinese consumers.

Therefore, selecting products and advertising images suitable for Chinese consumers is very important.

Levi s announced this summer that it will launch a new sub brand specifically for Chinese consumers. It also plans to increase the number of shops in China from 20 to 1000 in 2015.

Dior has also launched a new theme design for the Chinese market, which is composed of 12 different styles of clothing, the theme design name is "blue series".

CodyRoss, designer of the avant-garde brand Priestess, who has been selling in China for the three quarter, said: "I can't only have one theme in my design. China is a very large country, so consumer groups are also very complicated.

I will adjust the design or profile according to the taste of the locals.

For example, I also made cheongsam, which is a traditional costume in Qing Dynasty. It is very quiet and elegant. Many designers have designed similar styles.

China is always out of history and Dynasty, which is probably the so-called era plot.