26 September 2018

China brands set up Europe shops in glitz quest, Bloomberg says

China’s homegrown fashion brands are establishing their presence in Europe’s high-end boutiques to raise their image and attract well-heeled shoppers who are also likely to be Chinese, Bloomberg News reported Friday. Shanghai Woo, a Chinese maker of scarves that cost between 2,000 yuan (US$328.18) and 5,000 yuan, will open outlets in Paris, London, Milan and New York over the next three years, according to the news agency. Bosideng International Holdings Ltd. (03998.HK), seller of 500 yuan down jackets in China, has established a store in London’s South Molton Street to lend it some allure, while Trinity Ltd. (00891.HK) this year started selling its Kent & Curwen menswear line at New York’s Bloomingdale’s, the report said. “Chinese consumption only started taking off about seven to eight years ago,” Stephen Sun, Shanghai Woo’s chief executive, was quoted as saying. “How do customers know you are a credible brand? They see you selling near established brands in Europe.”

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