MILAN, Oct 23 (Class Editori) - The emphasis on the Chinese fashion market that marked the Fashion Global Summit event in Milan, organized by Class Editori and Bank of America, with the patronage of the Municipality of Milan, is finding an echo in the announcements of new openings in China by young brands that target new generations, often driven by social networks.
Chiara Ferragni, digital entrepreneur with over 17 million followers on Instagram, has announced the opening of 8 out of the 11 stores of her brand in that market. Ferragni, who started her activity in 2009 with the blog The blonde salad, is currently the CEO of two companies, Tbs crew and Chiara Ferragni collection.
Her clothing line reached a turnover of 22 million euros in 2018. “When we found out how much I was known there, we ourselves were surprised. I have also had a Weibo profile for some years, but the result was immediately very positive. My collection is enjoying great success in the great country” said the female blogger-entrepreneur. “A surprising fact is that out of the 11 Chiara Ferragni collection single-brand stores in the world, as many as 8 have been opened in China.”
Ferragni insisted that success is due to a generation that has changed thanks to social media and the Internet, more democratic and informed, which wants to have its say. “With my team we have always pushed ourselves to achieve our dreams. It's about making a wish list. Then, it's time to get down to business, as in the case of the docu-film Chiara Ferragni unposted, produced by us,” she told, explaining his company's projects, whose success is linked above all to the image that has been achieved on Instagram.
Another brand that is betting on the Asian market is L'Autre chose, in the process of being relaunched by the Sator investment fund, which earlier this year acquired the entire property. One of the first moves of the new management was the acquisition of the Giannico luxury footwear brand, completed in September.
The two brands are now aiming to be increasingly international and contemporary, as explained by CEO Alice Carli, who from the Milan Fashion Global Summit 2019 stage has unveiled the signing of an agreement with a Chinese group, which identity is still top secret.
The deal involves the opening of 10 franchised stores in China, confirming Asia-Pacific as the company's next objective and focusing the creative part on the Z generation, well interpreted by Nicolò Beretta, 24, creative director of both the brands.
“We focus on internationalization and omnichannels. We have consolidated our presence at Emea by arriving in department stores such as Printemps and Rinascente, ideal containers for our distribution strategy,” explained Carli.
The omnichannel projects of both brands have found fertile ground in Farfetch. “E-commerce allows us to build and improve the reputation of our brands with surprising speed. It also guarantees the right positioning alongside other important brands and increases customer loyalty,” added Carli. On the one hand the most fancy part of his aesthetic with Giannico, for whose creations the designer uses precious materials and is inspired by the art world in all its forms. On the other, the triumph of effortless and inconspicuous elegance with L'Autre chose.
(Source:Class Editori)
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