Luxury in China: When Brands Step Down from Their Pedestal (But with Style). Once upon a time, luxury in China was a playground for capricious billionaires and eager nouveau riche, ready to raid a Chanel boutique like others fill their shopping carts at Lidl on discount day. But that was before. Today, in times of austerity and economic restrictions, major fashion houses have had to readjust their strategy. Gone are the diamond feasts and private fashion shows that looked like G7 summits now it’s all about democratizing glamour!
Exhibitions Instead of XXL Boutiques, after spreading flagship stores larger than imperial palaces across China during the pandemic, luxury brands have decided to come back down to earth. Their secret weapon? Beautiful little exhibitions open to the general public. Yes, you read that right: the general public! Those who were once turned away at the door for not having deep enough pockets can now admire luxury handbags up close though they’ll probably never buy one.
Just in March, Gucci, Loro Piana, and Penhaligon’s organized public exhibitions around Shanghai Fashion Week. The message is clear: “We see you, dear anonymous masses, and we have decided to dazzle you… for free. But don’t forget that if you ever win the lottery, our stores are still open.” Continue reading