If you are passionate about luxury fashion and the lifestyle that goes with it, then the recent news of top international luxury houses and fashion retailers looking to strengthen their ties with the Chinese market will no doubt be of interest to you. Here at SHINE News, we are excited to bring to you an in-depth analysis of the new wave of collaborations between these high-end luxury market players and China’s dynamic consumer demographic. Get ready to explore the must-know details of this trend and discover how fashion retailers are enriching their portfolios and improving their potential reach in second-biggest economy in the world.
1. Luxury Houses and Fashion Retailers After China
China is now the world leader in luxury houses and fashion retailers, with top brands pegged to its rising economy. High-end fashion outlets and chain stores have become a dominant presence in top-tier cities, while smaller cities have recently seen a significant growth in high-end stores.
The impact that high-end fashion has on the Chinese market is evident. This ranges from the iconic foreign brand boutiques to popular local names on the rise. From designer labels to ready-to-wear clothing collections, these retailers have influenced the entire fashion landscape in the country. Here are some of the trends and highlights of the fashion landscape in China:
- Growth in fashion-forward stores in lower-tier cities
- Designer labels becoming increasingly accessible
- Advent of e-commerce and online fashion stores
- Digital marketing campaigns reaching more diverse audiences
Consumers in China are taking increasing pride in their own individual style and the country is now home to some of the most cutting-edge fashion trends in the world. Fuelled by consumer demand and trends, luxury houses and fashion retailers have flourished in the world’s largest retail market.
2. Exploring the Roles of Luxury Houses in China
China has become one of the top global destinations for luxury and designer fashion. The country’s appetite for luxury goods has been facilitated by a number of different forces, and luxury houses are increasingly keen to explore this lucrative market.
- Branding: Luxury fashion houses are turning to China to enhance their brand presence and reach a bigger market. From exclusive runway shows to holographic ads, luxury technology and interactive marketing campaigns, fashion houses are reinventing the way they use marketing to capture the attention of consumers.
- Retail: China’s luxury retail sector has grown exponentially in the last few years, and today some of the biggest names in fashion can be found on the shelves of Chinese shopping malls. Big-name fashion houses are setting up their own luxury boutiques in the country, giving access to high-end fashion to Chinese consumers.
- Landmarks: Luxury fashion houses are also looking at Chinese landmarks, such as the Great Wall, to help promote their brand and build up a loyal following in the country. Many fashion houses have partnered with local art institutes to create installations and artworks that represent their brands, turning Chinese historical sites into powerful statements of their products.
With the rapid growth of the Chinese luxury fashion market, luxury houses are constantly looking for new ways to tap into the country’s potential. They are expanding their retail offerings, developing exciting campaigns to capture the attention of Chinese consumers, and finding innovative ways to use the country’s landmarks to help promote their brand.
3. Fashion Retailers Going Global with China Ties
In the ever-changing retail landscape, many fashion retailers are looking past their home markets and eyeing opportunities in China. As one of the world’s most populous countries, China provides many fashion retailers with an unparalleled pool of consumers to target. By forging ties with China and expanding into the region, retailers can expand their global footprint and tap into new revenue streams.
With fashion retailers setting their sights on the Chinese market, there are many different steps involved in establishing a presence there. Many companies have opted to open their own stores in the region, and some have solidified their presence by buying out local retailers. Additionally, retailers can partner up with Chinese e-commerce platforms, such as Tmall, in order to sell their wares directly to Chinese consumers. These type of strategies can help fashion retailers build brand recognition, trust and authenticity in China.
- Opening stores in China
- Buying out local retailers
- Partnering with Chinese e-commerce platforms
4. Securing the Future of Luxury Brands in the Chinese Market
As the luxury industry has become increasingly globalized and Chinese consumers have become an ever-more important component of the global luxury market, many luxury brands have put China at the top of their priority list. In order to secure the future of luxury brands in the Chinese market, businesses must be both mindful and proactive.
Several strategies can be implemented to ensure that luxury brands remain strong in the Chinese market.
- Be Culturally Relevant: Understanding the Chinese cultural landscape is key to success for luxury brands. Chinese consumers often value traditional aesthetics and designs, so brands must be flexible and creative to meet those expectations.
- Expand through Digital Platforms: Chinese consumers are among the most active and dedicated users of mobile technology, so having an accessible and optimized content strategy can help propel luxury brands to success.
- Introduce New Experiences: Chinese consumers increasingly prefer to spend a larger portion of their incomes on experiences rather than products. Luxury brands must develop engaging customer experiences that will draw in and keep new customers.
Whether seeking to capitalize on the upsurge in Chinese economy and consumers’ spending power or endeavoring to explore the latest business and cultural trends, it’s clear that luxury houses and fashion retailers have found there’s no better place to boost their companies than in China. With more and more of the top names in global fashion or luxury looking to delve deeper into the Chinese market, the next few years are sure to be incredibly exciting for both businesses and consumers.
