By Valentine Fabre
After its recent debut in Paris during Spring/Summer 2024, Kenzo's collection made its comeback in China, as an attempt to consolidate the brand’s desire to target Chinese consumers.
Showcased by the Huangpu River in Shanghai, over 12 models walked down the runway for Kenzo's debut show in China. Each model was clad in variations of floral, dark, and pastel blue garments, giving showgoers a spectacular view of Nigo's latest collection, along with a view of the Shanghai Oriental Pearl Tower.
Like many others, Nigo - Kenzo’s artistic director - has decided to cater to China’s vast - and growing - pool of consumers. As explained by the brand, the show aims at “reinforcing its strong commitment and growing presence in the Chinese market”, as Kenzo already owns 40 stores in Mainland China. The collection itself saw a few edits being made to highlight the “symbolic feat natural East meets West bridge”.
Despite a momentary setback during the pandemic, the Chinese market has not only regained its strength but also exceeded expectations. It is set to reach $131 Billion by 2027 thanks to more attractive shopping options. As demonstrated in a BOF Insights report on the Chinese market, the shift in geographical access to luxury goods has widely helped consumers. Travelling to Europe is no longer the cheapest option to invest in luxury goods, as they now have access to local stores. It was also highlighted that domestic travelling had a considerable impact on their shopping habits.
When Bernard Arnaut, head of conglomerate LVMH - which owns Kenzo - visited China in late June, he expressed being “optimistic about the Chinese market” as sales in Asia (excluding Japan) have grown by 34% compared to last year. "The Chinese clientele is much more important than it was in 2019,” said Jean-Jacques Guiony LVMH’s financial director.
As more and more brands such as Kenzo, Bottega Veneta, Dior, and Chanel have or will be showcasing a “replica show” in China, luxury’s desire to attract a rapidly growing market becomes increasingly clear.
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