 |
| Top European Luxury Brands in China |
Following a series of special economic reforms in the 1980’s, it was the French luxury brands (with the exception of Italian Ermenegildo Zegna) of Louis Vuitton, Chanel, Dior and more recently Lancôme, who were the first European luxury fashion brands to invest heavily in China. Thereafter and through the early 1990s, industrially produced made-in-Italy fashion brands like Giorgio Armani, Gucci, Versace and Bulgari began to provide made in Italy, made-to-measure, high quality products to the Chinese public mainly in Hong Kong and Beijing.
With a much stronger edge in design capability and brand marketing, foreign brands have dominated in China’s high-end fashion scene. Today, leading luxury groups such as LVMH Group, Richemont, PPR Group and Prada have a major presence in the country. Also, thanks to the increase in Chinese travel abroad, Chinese luxury consumers favor brands that can easily be recognized. Other superbrands such as Cartier, Hermes and Gucci, as well as German automotive brands like Mercedes-Benz and BMW also have a stronghold.
Posts
