In “Chinese Whispers,” we share the biggest news stories about the luxury industry in China that haven’t yet made it into the English language.
In this week’s edition, we discuss:
- Supreme copycat’s store launch in Shanghai,
- Jacquemus’s miniature “it” bag, and
- Marketing tips for Chinese male fashionistas.
1. Supreme Italia opened its first store in Shanghai – LadyMax
Supreme Italia, which is the copycat of the real luxury streetwear brand Supreme from New York, opened its first retail store in Shanghai on March 6. To mark its official launch, the brand hosted a grand opening party, inviting local Chinese media and some VIP clients to visit the store and preview products.
According to the report by fashion media site LadyMax, the fake Supreme’s new store sells a wide range of products from T-shirts and hats to backpacks with Supreme logo on them. The price range is between several hundred and thousands of yuan. Of particular note, there is a knockoff Supreme x Rimowa collaboration suitcase (the real collaboration was released in 2018) showcased in the store as well. A lot of shoppers lined up in front of the store to get in and purchase products during the grand opening.
2. China’s social media is buzzing about Jacquemus’s miniature bag – Jiemian
During the past Paris Fashion Week that ended on March 5, a Parisian luxury brand started trending on Chinese social media purely owing to its unique product design. That brand is Jacquemus, which just unveiled the miniature version of its “IT” handbag “Le Saq Chiquito” collection (priced around $270) at the runway show. Online users are fervently discussing how to carry this special bag and what it can actually hold.
A few days ago, the founding designer Simon Porte Jacquemus said on Instagram that the miniature bag was extremely successful in terms of social media buzz and commercial value. No sales figures have been released by the brand.
3. Visual content is the key to attracting China’s male fashion consumers – luxe.co
Chinese male consumers will soon become an important purchasing force in the luxury fashion market, a recent study by Chinese publication luxe.co noted. For brands, that means they need to master the right channels to market to this special segment. The same report said Chinese men are less interested in following influencers to receive fashion information than their female counterparts. They are mostly drawn to interactive visual online content, such as videos of runways, short videos, vlogs, documentaries, and interactive media.