Their motive is not only to attract foreign customers but also to build credibility among Chinese consumers, who rely on what’s hot in Paris and Milan to help drive their own fashion choices.
It’s no secret that Chinese luxury buyers have become highly prized in the past five years for their penchant for travel shopping, buying trips to Paris and other destinations. The travel retail scene has made establishing a presence outside of China a vital strategy for homegrown designers and brands.
The power of China’s buyers is massive and increasing. And despite concerns over cooling periods and guarded economic growth, China will potentially grow to account for one-fifth of the global luxury market by 2015, according to a recent report from McKinsey & Co. The consultancy also noted that Chinese designers are lagging far behind their foreign counterparts in terms of sales and draw. By setting footprints in Paris and Beijing, designers like Shandong-born, Paris-based Laurence Xu and others are looking to catch up.
source: wwd