Both designers and retailers are expanding with online channels to reach a wider audience not bound by China’s expansive geography.
Around 100 brands will begin to present their spring 2024 collections across four official venues on Sunday, and 13 official trade show partners will welcome buyers from
Cai said in order to cut costs, he outsourced some of the product developments in China, while the rest was developed in his studio in London. The London-based brand will return to Shanghai for the first time since the pandemic with a “unique and intimate” presentation on Tuesday. The collection will be presented in five immersive acts, each featuring different looks and performers.
Eric Young, founder and buying director of the Shanghai-based fashion boutique Le Monde de SHC, said he won’t increase the budget for this season, but he has been adjusting the brand mix constantly post-COVID-19 to keep the customers excited. “Xiaohongshu, Douyin, Taobao and Tmall all come with livestreams, and the choices to shop online are plentiful. Almost all Chinese concept stores are doing it, and many consumers get to know new brands and trends because of this. We have orders coming from everywhere in China via livestreams. Showing what’s new with video content on Xiaohongshu and Douyin is also key. They help drive offline traffic,” he added.
“Irrespective of the approach, it’s a demanding process to develop long-term strategies to extend the brand’s growth. But they are making necessary adjustments to position themselves effectively and while it presents its challenges, I believe that in hindsight, this period will be recognized as a significant step forward for Chinese designer brands,” she concluded.
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