Last year Gucci and Giorgio Armani announced that they would be going online in China. The nation’s booming economy is convincing luxury giants from across the world to start building inroads into the Chinese market. And the latest to join the bandwagon is French fashion house Chloe.
On Friday night, Chloe will be conducting a major runway show in Shanghai, and the company plans to stream this live on a Chinese blog that the brand launched last December. This would be China’s first digital fashion show.
Walking the runway will be Chinese model Bonnie Chen. Among the stars who will be attending is Let the Bullets Fly actress Zhou Yun. On display will be a range of signature Chloe garments including black leather ballet flats and pleated chiffon skirts.
The Chloe fashion show is simply the tip of the iceberg as more brands attempt to establish themselves in the Chinese market. And with Chinese women increasingly heading online to search for, research and purchase luxury goods, luxury brands will be making a beeline for an online space.
A McKinsey & Co. survey in China found that 26 percent of female shoppers for luxury items checked out brand websites before a purchase. Only 15 percent of male shoppers did the same.
Chloe officials have revealed that they expect the China market to grow considerably and become the fashion brand’s largest market within the next couple of years. At a time when Chinese women are pushing up the sales of luxury cars, it is only expected that others in the luxury industry will be keen to exploit this growing market as well.
Via: WSJ Blogs