Chlo AI Wants To Do Holiday Show In Shanghai. Why Do All The Big Names Get Together To Shanghai To Do The Show?

According to the women's wear daily, Chlo will issue a series of holidays in Shanghai in June 5th.

Shanghai grand show has a special meaning for this French fashion house: This is the first time in Chlo's history that it has been running in cities outside Paris, and is also the first time for Chlo pre-collection to perform for the first time.

However, Geoffroy de la Bourdonnaye, chief executive of Chlo, said that at present, the brand has not yet made plans for the inter season show. The holiday show is entirely for Chinese consumers. "We want to prepare something special for China's Chlo girl in China."

Before Chlo, many brands have turned their eyes to China and chose to run shows in Shanghai.

In December 8, 2018, the American fashion brand Coach launched a big show with "Coach Lights Up Shanghai" as its theme in Shanghai. This is the first time that the brand has been held in the cities outside New York.

In November 22, 2018, Italy luxury brand Miu Miu two degrees held a show in Shanghai, released the 2019 early spring series, and the day before was originally the date of Italy luxury brand Dolce & Gabbana Shanghai big show, but due to the Dolce and Gabbana founder Stefano Gabbana's "insulting China" remarks and the controversy about the former "chopsticks eating" promotional film, this great show was finally canceled.

Brands want to love Shanghai so much because China has become the world's largest luxury market, and China's luxury consumption accounts for 1/3 of the total global luxury goods sales.

Bain's global partner, Bruno Lannes, once said to the interface fashion, "China's luxury market is like a powerful machine. The four growth engines cooperate with each other, and the horsepower is fully opened, providing a continuous impetus for the booming development of the luxury industry."

In addition, the 2019 annual report of global fashion format released by McKinsey BoF fashion business review also pointed out that China will surpass the United States for the first time in 2019 and become the world's largest fashion market.

Obviously, Chinese consumers are already the main consumers of fashion products in the world.

Bourdonnaye did not disclose how many Chinese consumers contributed to Chlo ye, but he said that Chinese consumers did account for a large proportion.

In addition, Bourdonnaye also said that the Chinese government encourages domestic consumption.

In the past Spring Festival holiday, Chlo's main growth in Chinese consumers came from the mainland of China rather than overseas.

More and more consumers choose to buy luxury goods in mainland China, which is one of the reasons why Chlo AI chose to move the show to Shanghai.

Bain's "China luxury market research" released in March 19th pointed out that although Chinese consumers spend more luxury goods overseas than mainland China, the proportion of luxury goods consumption in mainland China has increased from 23% to 27% in 2015 and 2018.

There are many reasons for the reflux of consumption, the most important of which is the reduction of import tariffs in 2018.

Since 2018, luxury brands such as Louis Vuitton, Burberry, Hermes and so on have all lowered the prices of products in China. By the end of March, Louis Vuitton and Gucci have lowered their prices by 3%.

In addition, the electricity business law, which was implemented in January 1, 2019, has strengthened the control over purchasing agents and micro businesses, which has led more people to turn their attention to the mainland brand counters.

There are more and more brands coming to Shanghai to run shows. Chlo's show also draws some experience from predecessors, that is, attaching importance to the opinions of local teams.

Dolce & Gabbana 2018 Shanghai big show failed to take part, largely because the brand did not know enough about the Chinese market, and ignored the opinions from the Chinese team. It is obvious that the controversial dishes from "the chopsticks eating" and the controversial conclusions of Gabbana.

According to Bourdonnaye, Natacha Ramsay-Levi, a brand creative director, made a special trip to Shanghai in January to find inspiration for holiday show. It was stressed that the Chinese team had come up with the idea of running a show in Shanghai, and said that the employees of Chlo China company are all Chinese.

Author: Zhang Xinyu ZXY