Popular places for international brands in Hong Kong and Shanghai

Recently, including House of Armani, who had just joined the Haute Couture Fashion camp a year ago, and the powerful House of Chanel, decided to go to the East to find new customers and Asia’s new wealth, especially Hong Kong. Armani is Shanghai).

Big brand, big promotion

According to the Financial Times, in the end of March, in the new studio of Shaw Studios, Chanel reproduced its spring/summer reservations in front of a selected audience of 888 (which happens to be the most auspicious number for Hong Kong people). Fashion series. Giorgio Armani showcased the Privé collection for about 1,500 viewers (basically HSBC Private Bank's customers) in three fashion shows. The reasons why Armani and Chanel had a high-sounding appearance came here - the retrospective of Giorgio Armani sponsored by the Guggenheim Museum was held in the opening ceremony of the Shanghai Art Museum and the flagship store of the Prince Edward Building in Hong Kong - there is no doubt that the decision is actually a reality The significance is to do some regional promotion to win the favor of the new wealthy customer base.

Francois Montenay, President of Chanel stated: “We brought high-end custom fashion here to build our brand image,” said the representative of the company in China, Robert Wilkins: “We host this exhibition. At the same time, we also got a lot of opportunities for free publicity.Our investment has been rewarded in many ways - not only improved Chanel's brand image, but also promoted our high-end customized clothing. We do not do television advertising, and This time, cable TV viewers will come and news media will come in. Usually, fashion media will report, but this time it is an opportunity to promote high-quality customers, and to some extent, we cannot achieve this effect through television advertising. ”

Change colors to sell in China

Montenei pointed out that in the case of ready-to-wear, the same single product can be welcomed (or unwelcome) globally; the only difference is color. “We know that in Italy, purple cannot be sold because purple represents death. In India, white is the color of widows. In mainland China, red is very popular.”

However, at the level of high-level custom fashion, some specific purchase patterns have emerged. Clermont Thompson pointed out that in the past 10 years, western women have become popular in buying custom fashion and jewelry, but in Hong Kong, there will hardly be any appointments before 11 a.m. — perhaps this implies that high-end fashion Most of the customers are free women. Although Tanger said that it is not uncommon for family members in the Western family to wear high-end custom clothing, it is often the mothers who introduce this luxury to their daughters. In contrast, many Chinese Taiwanese and Korean customers prefer three or more groups. Make appointments and try on clothes together.

China has more potential than Japan

Interestingly, although luxury goods have long been popular in the Japanese market, Japan has not been seen as an important potential market for high-end customized fashion. Instead, China is more optimistic. Because most high-end custom fashion businesses are related to weddings, for Japanese people (including the Indian market), traditional clothing is often worn on such occasions. On the contrary, in China, modern brides have long given up traditional cheongsams and instead chose western wedding dresses. In fact, Clermont Thompson believes that Chinese customers will soon accept high-end customized fashion like Russians.