We’re the only store keeping Margaret Howell in Mainland China.”Īutumn Sonata sells pieces from British brand Margaret Howell’s August/Winter 2020 collection. Anything ordinary is instantly pushed out. As Kian Zhang, co-founder of the Shanghai-based boutique, says: “We tend to choose brands that gel well with our values where exceptionality is a top priority. Likewise, another popular multi-brand store called Autumn Sonata works in the same way, never deviating from its local signature. “So we work accordingly and also make sure the visual artistry of our boutique is new all the time to keep the interest of consumers alive.” “We’re successful in our field because we’re more knowledgeable about brands such as Proenza Schouler, Martina Rose, and the other labels we stock and what their target audience is,” Jiao says. They’re equipped to fulfill the requirements of general shoppers. Multi-brand retail communication ‘feels’ more personal and less corporate, and, ultimately, this form of communication goes on to build trust and credibility, which is highly desirable to the modern Chinese consumers.”Įven Wenyan Jiao, a co-founder of the Shanghai and Wuxi-based boutique Mushion, believes that both shopping malls or department stores function on the same old principles. but it also depends upon the way they communicate. “A lot of the more successful multi-brand retailers are focused on the personality of the founders - their tastes, inspirations, and preferences…. “It all comes down to personal touch,” says Roberts. Nevertheless, the arrival of multi-brand boutiques has been an excellent development as they succeed in attracting the attention of Chinese consumers. In five years (between 20), the department store and footwear businesses in China dropped from 38.6 percent to 26.3 percent, as per a report conducted by Fung Business Intelligence. As a result, their business is completely in shambles, according to the latest Fung Business Intelligence survey. Most importantly, the products displayed in these stores don’t have the appeal factor they used to. Why these multi-brand stores are popular nowĪlthough shopping malls and department stores are facing tough competition from booming e-commerce businesses, their old formula of getting as many brands as possible onboard without a clear-cut strategy is also weakening their position in the market. These individuals often achieve ‘influencer’ status, with customers trusting their judgment through a holistic lifestyle lens rather than a single-minded brand lens.” A lot of multi-brand boutiques in China are simply led by a specific ‘cultural curator’ - often a well-traveled individual with specific tastes. “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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