Interview: British Designer Rupert Sanderson Cracks China
The footwear and accessories label makes its foray into mainland China with an eye on sophisticated, craftsmanship-minded Chinese consumers.
Contents
- With the boom in Europe-bound Chinese tourists, has Rupert Sanderson seen a natural uptick in Chinese customers in the UK and mainland Europe? If so, which products are they most interested in?
- In your stores—whether in Hong Kong, mainland China, or Europe—are you finding that customers are already well acquainted with your brand, or just seeing it for the first time? If it's the latter, how are you introducing shoppers to your history and heritage?
- Despite the slowdown in mainland China's luxury market, in recent months brands such as
- Michael Kors
- and
- Ann Demeulemeester —
- as well as Rupert Sanderson—have opened new flagships in China. In an increasingly crowded market, what will Rupert Sanderson do to stand out?
- You are already active on Chinese social media platforms like Sina Weibo and WeChat. Are you doing anything special to engage fans on these platforms, and how have they reacted so far?
- Rupert Sanderson released exclusive collections to celebrate the opening of the Shanghai flagship. Does the brand plan to tailor collections, or create more special limited-edition items, for the Asia market in general and Chinese consumers in particular?
- Rupert Sanderson Shanghai
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