Inner circle of luxury
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The label's Fall/Winter 2013 collection features slips and silk pajamas paired with fur coats and jackets. Zhang Wei / China Daily |
Last year, in the annual China Luxury Study conducted by Bain, the French label fell to second place among Chinese women's "most desired luxury brands" - after being in the top spot the previous two surveys. Among Chinese men, it remained in first place.
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"Louis Vuitton has been pushing very hard in the Chinese market, suffering from saturation," says David Sadigh, founder and CEO of Digital Luxury Group, the firm that conducted the report. "(Its mother company) LVMH understood this very well, reacting immediately, announcing price increases and the production of higher-end leather products."
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The label's iconic traveling trunks and bags are available at the store. Zhang Wei / China Daily |
A tour of the Shin Kong Place store shows another way that Louis Vuitton has adjusted to the quickly maturing tastes of Chinese luxury buyers. Its leather bags, in calfskin, python, ostrich and crocodile skins, come in a rainbow of colors - but many no longer have the brand's popular L-and-V logo emblazoned on their surface. Understated luxury is now the growing thing in China.
Since the store offers women's products only, this will also help the label to deepen ties with female customers by offering them tailor-made products and services, say analysts.
"To create special events, to deliver special products, to really be able to do this marketing game that you are not able to do anymore because your consumer base became so wide and huge around the world," says Jonathan Siboni, president of Luxurynsight, a Paris-based luxury consultancy, which has worked with other brands in the LVMH Group.
"I think Louis Vuitton, they will try to find new ways to renew this personal connection," Siboni says in a phone interview. China has two other women's stores, in Shenyang and Hangzhou.
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An installation outside the store recreates the look of Louis Vuitton's Fall/Winter 2013 runway show in Paris. Provided to China Daily |
The pieces, which feature slips and silk pajamas paired with fur coats and jackets with gradient embroidery, as well as skirt suits and velvet dresses, received glowing reviews from industry insiders.
"In its unabashed aching romance, and in its desire to create a personal, human-scaled sense of what Louis Vuitton can be, it was a collection that touched heart and mind," Vogue magazine says of designer Marc Jacobs' latest work.
Before the film celebrities came Friday, the male customer had already finished shopping for his wife. It turned out that the woman modeling the clothes for him was a Louis Vuitton sales personnel helping him pick out shoes and dresses. Such are the privileges of being in the inner circle of luxury.
