A French high fashion house
conquering the Chinese clothing market
Already present in Xidan's Galeries
Lafayette in Beijing, Faconnable is taking a new step in its establishment on
the Chinese market : it opened shops in Shanghai and in Chengdu. Still
unknown to the Chinese public in
comparison with luxury brands such as Dior, Armani or Burburry, the brand is
called 法康娜布 in China (fa
kang na bu, with kang meaning healthy and abundant and bu meaning clothes), a
positively-connotated name sounding as Faconnable.
The French brand is determined to
seduce Chinese consumers with its authentic French Riviera style: the
blue-and-white-striped sailor design of the shops arouses the curiosity of
Chinese people who enter the place spontaneously. Faconnable intends to
convince Chinese buyers by making them understand the connection between the
way of life of the South of France, tourist place they surely know and the the
clothes it sells. The influence of Picasso in the creation of clothes could
also seduce consumers. Faconnable aims at targeting people practising sports
such as golf, polo or yachting for such networks generate word-from-mouth and
can help the brand make it known. This establishment is challenging and if this
step proves to be successful, Faconnable will not hesitate to invest even more
in China...
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