“Pre-pandemic Chinese consumers were traveling on a global scale more than ever, being exposed to new brands, and bringing back their influences to the thriving local market. “The rise in popularity is mainly due to the increase of luxury brand awareness and desire in the Chinese market,” he said. The reason for the popularity of these multi-brand stores is simple, said Mike Roberts, a former chief creative officer at the retail design consultancy Green Room that has worked for clients like Burberry and Puma. In fact, these multi-brand boutiques are a great option for both foreign niche labels and new local brands wanting to reach Chinese consumers. They are responsible for bringing consumers their desired clothes and accessories under one roof, allowing them to shop with ease. Local independent multi-brand stores have made the most of this growing need in China and have popped up in large numbers over the last decade. They’ve emerged as the in-charge segment, and they want royal pampering second to none. ![]() In this way, they are redefining the world of luxury fashion according to their taste and vision.Īfter the seismic shift in the fashion world due to the COVID-19 pandemic, the luxury landscape in China has quickly become more advanced, and major luxury brands have changed their belittling attitudes toward Chinese consumers. Today’s fashion trends are influenced by what Chinese consumers want to assemble in their wardrobes, and they have become extremely selective about how they express their individuality. ![]() Ultimately, this form of communication builds trust and credibility with modern Chinese consumers.Ī lot of multi-brand boutiques in China are led by a specific cultural curator - often a well-traveled individual with specific tastes. However, multi-brand retail communication feels more personal. Multi-brand boutiques are a great way for both foreign niche labels and new local brands to reach out to Chinese consumers.ĭepartment store communication is still fairly corporate.
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