Luxury Brands In China Go To European Market

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"P" for a long time, luxury consumption is usually a one-way feature, that is, Chinese consumers buy luxury goods in Europe, then can European consumers eventually turn to Chinese luxury goods? "There is a growing number of European consumers concerned about Chinese brands - more focused on Chinese lifestyles and household products, but this trend will change," said Anthony Berg, an analyst at HSBC.

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< p > at the awarding ceremony of the talent recognition awards held in Trieste, Italy, two of the top categories were two young Chinese a target= "_blank" href= "//www.sjfzxm.com/" > designer /a >: Li Xiao from Royal College of Art in England and Percy Lau from central Saint Martin School of art and design.

This is only the latest example of China's development of its own design talents.

Focusing on Talent Awards is an important platform for designing new products for famous brands.

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Zhang Huishan, a designer who has been shuttling between China and London, has been supported by the British Fashion Association's "new generation" project and successfully participated in the London Fashion Week in February this year. P

Zhang Huishan's fashion series has been successfully sold in the fashion counters of Brown store in London and Joyce department store in Hongkong, and has recently entered the Naiman Marcus department store successfully.

"He designed" a target= "_blank" href= "//www.sjfzxm.com/" > dress < /a > very beautiful, "commented Marcus Naiman vice president and fashion director Ken Ken (Ken Downing), adding that he was looking for more works of Chinese designers for new online shops in China.

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The design of Zhang Huishan's series of garments (women's short skirts and tailored evening dresses and trousers made of luxurious silk) is inspired by his artistic experiences all over the world: he was born in China, practiced in Dior (Dior), Paris, and Kexin studied at the central Saint Martin School of art and design.

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< p > "I hope my designs are new and bold," Zhang Huishan said.

"We want to really break through the boundaries between East and West, and combine eastern and Western design concepts.

Nowadays, the young generation of Chinese luxury consumers are emerging. They are like me, who have been educated in Europe and travel around the world, but they still have deep Chinese cultural complex.

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< p > Chinese designers are taking a firm foothold in the fashion industry in Paris, constantly exploring the European market and trying to enhance their popularity in the Chinese local market.

Laurence Xu, a Chinese designer who was born in Shandong and now works in Paris, participated in the Italy women's wear week in July. The works of Shiatzy Chen, a designer born in Taiwan, held his own fashion show in Italy, Paris.

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Other Chinese brands in the European market include Stella Luna. In December last year, China's largest luxury a target= "_blank" href= "//www.sjfzxm.com/" > shoes "/a" category manufacturer Stella Luna opened the first European store in Saint Germain street, Paris, and plans to open more stores in London, Milan and Venice in the next five years.

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< p > these developments show that European luxury companies have become interested in M & A in China, which has a strong reputation in China, such as Kering (formerly known as PPR) to buy Kirin jewelry (Qeelin).

Shang Xia is the product of cooperation between Herm s and Chinese designer Jiang Qiong (Jiang Qiong). In September this year, it plans to open its first global flagship store in Paris.

"To a certain extent, this is a defensive act - luxury buyers in China are now in favor of the famous European luxury brands, but with their economic strength and cultural development, they may turn to local brands," said Berg, an analyst at HSBC.

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The reason why Chinese luxury brands (whether or not they cooperate with European brands) set up stores in European capitals is clear at P.

According to the study of Global Blue, only in 2011, Chinese citizens contributed 40% of the sales of duty-free goods in France. In 2012, the average consumption of Chinese tourists in London duty-free goods was 1164.

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< p > "opening a store next door to European luxury companies can increase the global popularity of local brands among Chinese tourists," said Milton Milton, chief executive of Luxury Institute, a luxury market research firm.

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Zhang P hopes to change the impression of Chinese made products.

"The reputation of cheap products stems from the needs of Western Brand Company. They want to buy low-priced products, but China has a long history of producing exquisite quality luxury goods," he said.

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< p > "Zhang Huishan is an example of the earth shaking change of Chinese products. The exquisite dress he designs is completely different from the style of the goods that we used to feel cheap and mass produced," said Brown Larbalestier, director of Purchasing Department of Lara department store, Laura.

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< p > "the fashion of Zhang Shan Shan's design is beyond the fact that he is Chinese," she continued.

"His clothing has been greatly sought after by the unconventional consumers."

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