In Q4 2024, Luxe.CO Intelligence, under Luxe.CO conducted a study on 232 brand activities from 106 luxury brands in the Chinese Mainland. Five standout cases were selected and analyzed, offering exclusive insights. (Note: The list is organized alphabetically by brand name, without ranking.)
Balenciaga Opens Its Largest Store in the Chinese Mainland at Beijing’s Sanlitun
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Balenciaga has launched its largest flagship store in the Chinese Mainland at Taikoo Li Sanlitun in Beijing, featuring a retail space of 1,204 square meters spanning four floors. Around the same time, the brand also unveiled a 940-square-meter single-floor store at HKRI Taikoo Hui in Shanghai.
These new stores in the core business districts of two of China’s major metropolitan hubs reflect Balenciaga’s strong confidence in and commitment to the Chinese market. This determination comes despite challenges faced by its parent company, Kering Group, which reported robust performance in its Q3 financial results for Balenciaga’s leather goods category.
With its distinct brand identity and unique characteristics, Balenciaga continues to solidify its position in the market. The openings in Beijing and Shanghai further strengthen this image and enhance its differentiated positioning.
The brand’s store design, based on the concept of Raw Architecture combined with industrial aesthetics, reinforces Balenciaga’s instantly recognizable visual identity. This approach not only communicates the brand’s ethos but also serves as a bold statement of its innovative spirit.
Balenciaga spares no effort in redefining luxury retail experiences. The new stores feature private salons, special exhibition spaces, exclusive products, and more, reflecting the brand’s relentless pursuit of reinterpreting the luxury concept.
Through daring product designs and unique retail environments, Balenciaga consistently challenges traditional definitions of luxury.
Hermès Hosts Interactive Experience “Mystery at the Grooms’” at Shanghai West Bund Dome
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The horse has been an indelible part of Hermès’ DNA, serving as a source of inspiration for over 180 years. From crafting saddles and reins for Parisian aristocracy in 1837 to launching beauty products in 2020, Hermès has developed 16 distinct craft divisions, all of which were showcased together for the first time in this interactive experience.
Every product from these divisions reflects Hermès’ equestrian heritage, embodying the brand’s dedication to tradition, craftsmanship, and innovation. This iconic imagery underscores Hermès’ commitment to excellence and the infusion of soul and vitality into each of its creations.
From a supply chain perspective, Hermès emphasizes unparalleled craftsmanship: 100% of its leather goods are produced in its 23 proprietary workshops across France. Currently, 55% of Hermès products are crafted in-house or in exclusive workshops, with 74% manufactured in France.
Notably, this interactive experience was free and open to the public, breaking the luxury industry’s stereotypical aloofness. Through engaging activities and games, Hermès bridged the gap with consumers, allowing them to immerse themselves in the brand’s deep cultural heritage and artisanal mastery. This open attitude offered more people the opportunity to intimately understand Hermès’ brand story and core values.
Maison Goyard Opens New Concept Store and First Duplex Store in Asia at Chengdu Taikoo Li
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According to Rebag’s 2024 Annual Report on Secondhand Luxury, Goyard ranked first among all luxury brands in terms of resale value.
With its century-old heritage, distinctive Y-shaped monogram, and commitment to craftsmanship, Goyard has cultivated a unique visual identity and brand aura. Once considered niche, it has emerged as a leading player among the “Four Emerging Luxury Brands,” with reported global sales surpassing €1 billion, shedding its “niche” label.
Since entering the Chinese market in 2008, Goyard has opened just six stores in 16 years across five cities, including Beijing, Shanghai, Shenzhen, Chengdu, and Nanjing. The launch of its Chengdu Taikoo Li store marks a significant milestone for Goyard in the Chinese market.
The two-story store spans 220 square meters, featuring a gallery and a private VIP salon on the upper floor. The signature Y-shaped monogram, inspired by the pointillism technique of post-impressionist art, is echoed in the gallery, showcasing the brand’s dedication to art and painting.
To connect with local culture, the Chengdu store also offers panda and ginkgo-themed painted designs, enhancing emotional resonance with local audiences.
Notably, the private VIP salon reflects Goyard’s commitment to honoring its 171-year history and rekindling its storied heritage. Once a favorite of prominent figures, Goyard now aims to attract a more upscale clientele in this new era.
Ralph Lauren Premieres Documentary Very Ralph with Screening Event in Shanghai
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Ahead of the premiere of Very Ralph, David Lauren, Chief Brand and Innovation Officer and son of the brand’s founder, shared his perspective:
“When you watch Very Ralph, you’ll discover a new sense of luxury—a redefinition of luxury that aligns perfectly with the needs of Chinese consumers and the world. That’s why we’ve been so strong over the past few years: we’re riding the wave of this redefinition.”
Through its unique yet classic brand philosophy, Ralph Lauren has established itself as a global icon of the “Old Money” aesthetic, profoundly influencing perceptions of luxury.
This philosophy has also resonated with the Chinese market, where Ralph Lauren has achieved 17 consecutive quarters of revenue growth. Although the Chinese market accounts for just 8% of the company’s total revenue, it represents enormous growth potential.
By choosing Shanghai as the launch site for its latest documentary, Ralph Lauren seeks to deepen its connection with Chinese consumers and establish more meaningful communication channels.
The documentary invites viewers to revisit the vibrant journey of founder Ralph Lauren over half a century. With boundless creativity and passion, he has shaped a style that transcends fashion trends. This spirit remains the driving force behind the brand’s continued growth, enabling Ralph Lauren to endure and thrive through shifting fashion cycles.
Tiffany Opens Its Largest Store in the Chinese Mainland at Chengdu Taikoo Li
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Since its establishment on Broadway in New York in 1853, Tiffany has consistently emphasized the importance of store design in building and communicating its brand identity.
The newly revamped Tiffany Chengdu Taikoo Li flagship store is the brand’s first flagship store in Greater China, the only three-story Tiffany store in the Chinese Mainland, and its largest store in the region. The store also houses Tiffany’s only watch salon in the Chinese Mainland.
This store opening follows the launch of a new boutique at Shanghai Qiantan Taikoo Li in late 2023, marking another important step in Tiffany’s retail expansion in the Chinese market.
In an exclusive interview with Luxe.CO, Tiffany’s Global President and CEO, Anthony Ledru, emphasized: “China remains one of Tiffany’s key growth markets.”
Since the reopening of its flagship store on New York’s Fifth Avenue in April 2023, Tiffany has embarked on a global store renovation plan, with the Chinese market being a priority.
In the Chinese Mainland, Tiffany continues to innovate in store design and enhance consumer experiences. Recent flagship stores in Beijing’s China World Mall, Shanghai’s Hong Kong Plaza, and Qiantan Taikoo Li have set new benchmarks for luxury retail. These include unique features like the “Blue Box” Café and striking installations such as the giant “Bird on a Rock” lighting sculpture.
By introducing new flagship stores, Tiffany not only strengthens its global store network but also significantly enhances its retail experience and brand image, solidifying its position as a premier fine jewelry brand.
LVMH’s Q3 2024 financial report revealed that over 25% of Tiffany stores worldwide have been renovated, achieving double-digit sales growth. Clearly, upgrading store experiences is proving to be a successful strategy.
In the new Chengdu flagship store, the ambiance, product displays, spatial layout, VIP rooms, and incorporation of local cultural elements all reach a higher level, offering customers an elevated sense of the brand and an unparalleled shopping experience.
| Image Credit: Luxe.CO, Official Brand Channels
| Editor: Zhu Ruoyu
