With Mainland China Debut, Hogan Faces Stiff Competition In Beijing

170 Square Meter Location Situated In China World Shopping Mall

Hogan's first location in mainland China

Hogan’s first location in mainland China

Coming three weeks after another high-profile Beijing debut — the first Maison Martin Margiela boutique in China at Sanlitun Village — this week the Italian brand Hogan unveiled its first location in China at China World Shopping Mall. Outfitted in a style consistent with other Hogan locations around the world, the 170 square meter Beijing location mixes retro with modern, with accents like mustard yellow paneling and chairs, plush rugs and distressed leather couches. Along with the full range of Hogan footwear and handbags, the store also stocks a selection of pieces from the Karl Lagerfeld for Hogan A/W 2011 collection.

Hogan’s first foray into the mainland China comes after the brand opened its third Hong Kong boutique this past June. As Andrea Della Valle, president of Tod’s SpA, said of the new Beijing location, “The opening of Hogan’s Beijing boutique is a landmark for our brand’s development in the Greater China region. We believe the luxury lifestyle Hogan stands for will become a new benchmark for the industry in China, and will lead fashion consumption among the Chinese elite.”

Optimism aside, Hogan likely won’t have it easy in Beijing. With more niche European luxury brands flooding into the market, Beijing consumers are perhaps more spoiled for choice than ever, and boutiques are becoming larger and more elaborate by the day. As HintMag reported this week, Marni has just opened its largest store in the world in Beijing, a two-story 1,614-square-foot temple to commerce located in the city’s Sanlitun neighborhood, and Beijing’s fashion-savvy have flocked to the country’s first Alexander McQueen boutique since its opening late last month.

Photos via Yahoo China:

Hogan's first location in mainland China (Photo: Yahoo China)

Hogan’s first location in mainland China (Photo: Yahoo China)

Hogan's first mainland China location in Beijing

Hogan’s first mainland China location in Beijing



Events, Fashion