China Is a Test Market for Luxury Fashion
Major brands are increasingly sizing up Chinese consumers before launching their designs worldwide, OZY reports. Ermenegildo Zegna is moving its test market there, while Gucci and Calvin Klein both recently customized ad campaigns for Chinese platforms before anywhere else. Experts say the country’s ahead of the game when it comes to integrating e-commerce into social media platforms, while brands benefit from early feedback.
What’s next? Consultants expect China’s fashion market to eclipse America’s this year for the first time — so what’s hot there could determine what you’ll see next season in New York City boutiques.