Tory Burch's runway show at Beijing's Shin Kong Place
This week, the American fashion house Tory Burch opened its 50th global boutique at Beijing's Shin Kong Place, following on the heels of the mall's fourth anniversary celebration. The opening marks the official mainland China launch of the Tory Burch brand, as the company recently opened two Hong Kong locations at the International Finance Center and Harbour City.
In addition to the opening of the new Beijing boutique, Tory Burch mounted a runway show at Shin Kong Place to commemorate the event.
Located on the second floor of Shin Kong Place, the layout of the new Tory Burch boutique reflects the high-end lifestyle aesthetic pushed by the brand's namesake and CEO. With prices squarely in the premium range, but still well below luxury brands like Chanel or Gucci, the 1,067 square foot store is designed as something of a portal to the first Tory Burch boutique on Elizabeth Street in New York's West Village. Design elements common to Tory Burch boutiques around the world, such as the orange painted door, moss green carpet, and white sofas, are replicated at Shin Kong Place.
As Tory Burch said of her new Beijing boutique, "It is a very exciting and important step to our brand," adding, "We plan to have long-term development in China, so we hope our Beijing boutique will be a perfect starting point for the Greater China market."
Tory Burch's first appearance in the Chinese spotlight has helped the American fashion brand gain a respectable foothold in the mainland China market. Since opening two boutiques in Hong Kong, Tory Burch has seen a positive response from local consumers as well as visiting mainland Chinese tourist-shoppers. In order to cater to demand from Chinese shoppers, the company plans to open several flagship stores throughout the Chinese mainland as well as in Hong Kong in the near future. We'll definitely keep an eye on Tory Burch's progress in the market, but if the success we've seen among similarly priced, premium-but-not-quite-luxury brands like Coach is any indication, the brand should find a receptive audience in China's emerging middle class consumer.