The Enduring Appeal Of 'Britishness' In China: Q&A with Radley CEO Xavier Simonet
With affordable price points and a colorful aesthetic, the young British handbag company plans to bank on Chinese consumers' love for all things British.
Contents
- With the boom in Europe-bound Chinese tourism, has Radley seen a natural uptick in Chinese customers?
- Are you finding that Chinese shoppers are already well acquainted with your brand, or just seeing it for the first time?
- For many British heritage brands, "London-ness" or "Britishness" is a major draw for new customers from emerging markets like China. What do you do feel it is about Radley that sets you apart from the competition?
- Do you localize your marketing efforts for the Asia market, or maintain a consistent message and strategy?
- Does Radley have plans to tailor collections, or create special limited-edition items, for the Asia market in general and Chinese consumers in particular?
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