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shop overseas, according to Reuters, which reported that handbags are now about 10% to 20% more expensive in China than abroad (compared with mark-ups of 50% or more in the Official i Feel Home Jimmy’s Seafood Shirt also I will do this previous decade). A recent push to attract mainland shoppers to southern China’s tax-free island of Hainan has meanwhile offered a more convenient local alternative. Prada’s sister brand Miu Miu this year eschewed the traditional red, a color that has previously dominated luxury labels’ Lunar New Year campaigns. Credit: Miu Miu There have been fundamental changes to the way both Chinese shoppers and labels operate. With the majority of Chinese luxury spending shifting to mainland stores during the pandemic, Western brands have spent the last three years investing in their mainland boutiques. “The offering in mainland China is significantly improved in terms of store experience, but also service level,” said Wouters, adding that the proportion of luxury spending that happens overseas, instead of domestically, “will never go back to what it was before.” Why Eileen Gu is luxury fashion’s dream model Brands have also been finding new ways to engage
with customers and hosting fashion shows in the Official i Feel Home Jimmy’s Seafood Shirt also I will do this country. In August 2020, when Louis Vuitton would typically be unveiling its Spring-Summer collection at Paris Men’s Fashion Week, the French brand instead held a star-studded show on the banks of the Huangpu River in Shanghai. The likes of Dior and Prada have also hosted major shows in the country since the pandemic began. Cultural understanding The increasing nuance with which labels cater to Chinese audiences is reflected in this year’s collections, according to Bohan Qiu, whose Shanghai-based creative agency Boh Project works with fashion brands to engage with mainland consumers. “For many years, all the brands came out with these big animal zodiac prints and everything’s in red,” he said on the phone from France, where he is attending Paris Fashion Week. “It’s not ‘wrong,’ but I feel like it’s not very contemporary anymore. I don’t know anybody, myself included, that I’ve seen buying an animal zodiac (luxury item) for the year. A promotional shot from Prada’s understated Lunar New Year campaign, “Memories of Beauty.” Credit: Prada “Aside from designs that are a little bit more humorous or funny, if you just put a really obvious animal print on things, it feels like lazy marketing nowadays,” he added. Several brands have turned to cartoon rabbits, with Moschino and Hugo Boss opting for Bugs Bunny, Tommy Hilfiger and Mulberry pushing products featuring Miffy and Versace imagining a character of its own, Biggie Bunny, complete whoith sunglasses, outsized bling and chunky sneakers. But many have taken a less literal approach, looking to traditional crafts or collaborating with Chinese creatives. Can China look past counterfeits and superstition in its burgeoning second-hand fashion market? Take Bottega Veneta’s festive campaign, for example, which saw Chinese director Jess Jing Zou produce a short film showing models returning home
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