Move Adds Momentum To Current “Menswear Moment” in Chinese Fashion
Hong Kong-based luxury department store Lane Crawford has expanded its online merchandising with a separate menswear section.
The new product area is part of Lane Crawford’s “connected commerce” strategy, which combines online and in-store services and marketing programs. According to a company statement, more than half of the million or so monthly visitors to its online store, launched in late 2011, are from mainland China.
As Jing Daily has noted, 2013 is shaping up as a turning point in consumer menswear sales, with several forecasters pointing to a “menswear moment” in the mainland luxury market. In 2011, wealthy male shoppers made two-thirds of luxury purchases in mainland China. These figures continue to grow in the face of the economic slowdown in part because of increased interest and exposure to luxury fashion, but also, according to a report by LS:N Global Research, because male shopping habits are less susceptible to economic crises than those of female consumers.
With its new online launch, Lane Crawford has been quick to respond to the trend. In a statement announcing the venture, company president Andrew Keith observed that, “Menswear is currently one of the most exciting categories in the Chinese market.”
At least one global luxury brand agrees. Following the second Christian Dior haute couture show in Shanghai in March, Dior Homme will present its first China show in Beijing on Thursday—a high-profile indicator of the gathering momentum in menswear.
As a luxury retailer, Lane Crawford is bringing a multi-brand, service-intensive approach to its new menswear site. The selection is updated weekly, with 150 new items chosen from 32 “key brands” such as 3.1 Phillip Lim, Alexander Wang, Alexander McQueen, Givenchy, Jil Sander, Lanvin, Paul Smith, and Valentino. In addition to ready-to-wear, the product mix encompasses shoes, bags, and accessories. The site’s editorial content features weekly Top 10 Picks and advice from tri-lingual style experts. Multiple currencies are accepted for online payment, and customers in Beijing and Hong Kong can expect same-day delivery or pick-up and return in-store, with next-day delivery offered elsewhere on the mainland.
Lane Crawford currently has two stores in mainland China, both in Beijing, and is slated to open two additional stores, in Shanghai and Chengdu, later this year. The Chengdu store will be the first multi-brand luxury retailer in the central Chinese city of 14 million.