Designer's Second Store In Asia#
Jewelry designer Solange Azagury-Partridge recently unveiled her first boutique in Hong Kong and, after her Singapore location, her second in Asia. Located at IFC Mall in Hong Kong's Central district, Azagury-Partridge inaugurated her new store by remarking on the increasingly critical nature of the Asian luxury market. As the designer told WWD at the event, "The Asian market will become more important." Mentioning the rapid growth seen in China's e-commerce market, Azagury-Partridge said she plans to undertake a comprehensive digital marketing strategy to engage China's fashion-forward netizens.
Via WWD:
Azagury-Partridge plans to launch a Chinese version of its Web site soon. The company is also taking out print and digital advertisements and planning some viral marketing via Renren, a Chinese social networking platform, and Tutou, a Chinese equivalent of YouTube.
Compared to the London flagship store, the newly launched Hong Kong store is smaller and does not carry the designer's full collection, though it does carry a range of signature pieces. When asked about Hong Kong shoppers' priorities for high-end jewelry, Azagury-Patridge noted that "quality is incredibly important."
At her first foray into the Greater China region, Azagury-Partridge's Hong Kong store will be a catalyst for the brand to learn the taste and needs of local customers, mainland Chinese tourist-shoppers in particular, and potentially expand to the booming luxury market in mainland China.
