Luxe.CO Intelligence has compiled research on the comprehensive brand activities of 105 luxury brands in China during the first quarter of 2024, selecting the top five cases. (Note: The brands are listed in alphabetical order.)
Loewe held its first major brand exhibition, “Crafted World: The Artistry of Craftsmanship,” at the Shanghai Exhibition Center, marking 178 years since the brand’s establishment.
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Curated personally by Jonathan Anderson, the brand’s Creative Director, the exhibition kicked off in Shanghai as its first global stop, featuring 800 art pieces related to the brand’s history.
Jonathan Anderson has always respected the core DNA of the brand, and what’s more commendable is his ongoing focus and proactive exploration of integrating the brand with Chinese culture, such as last year’s warmly received monochrome glaze series launched specifically for China.
Amid the acclaim for both the curation and the exhibition, it’s easy to discern the public’s mood: a strong desire and attention towards “handcraftsmanship” and “artisanal skills.”
The positive impact of the exhibition continues, with the Weibo topic #LoeweArtisanWorld garnering nearly 5 million discussions and 240 million views by April 29.
After launching its first major brand exhibition in Shanghai, Loewe’s development in China is expected to advance to a new stage.
Loro Piana opened its first global VIC Salon in Plaza 66 in Shanghai.
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Enhancing the stickiness and loyalty of local VIC customers has become one of the most critical tasks for luxury brands, especially for a niche luxury brand like Loro Piana, where the importance of VIC customers is self-evident.
By opening its first global VIC Salon in Shanghai, Loro Piana underscores its strong commitment to the Chinese market, particularly its loyal local customer base. Shanghai, a global luxury retail stronghold, serves not only as a “testing ground” for luxury retail creativity but also gathers a multitude of high-net-worth individuals, which is a significant reason for Loro Piana’s choice of Shanghai.
This year marks the 100th anniversary of Loro Piana, and judging by its recent expansion in the Chinese market—with stores extending to cities like Zhengzhou, Qingdao, Sanya, Dalian, Shenyang, and Xi’an—it’s clear the brand is accelerating its growth in China.
Bernard Arnault, Chairman and CEO of LVMH, commented in a conference call following the group’s annual results in February this year: “In my view, the growth rate of Loro Piana is somewhat excessive.” It’s clear that Loro Piana values quality and sustainable growth over speed.
Qeelin celebrated the Chinese Lunar New Year by visiting Yangshuo, Guilin, to capture the local “Golden Dragon Parade” folk event for a Lunar New Year short film.
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In the luxury jewelry sector, Qeelin stands out for its Chinese heritage. This year, marking its 20th anniversary, Qeelin has further amplified its presence in the Chinese market with the release of the Yulong River New Year short film, engaging younger Chinese consumers.
This method of communication highlights the awakening of culture and emotion: focusing on and delving into local communities, exploring folk culture, and finding a resonance between the brand and societal emotions, which naturally endears the brand to consumers.
In recent years, Qeelin has seen rapid development in China, with strong growth momentum as shown by Kering Group’s financial data for the first half of 2023; Qeelin ranked fourth in the “2023 Luxury Jewelry & Watches Brand Power List” by Luxe.CO.
As Qeelin continues to deepen its market presence in China, it is also seeking a second growth engine on the global stage, with sales points in countries like France, the USA, Canada, Australia, South Korea, Singapore, Japan, and Malaysia, and last year officially announced South Korean singer and actress Yoona as the brand spokesperson.
Tiffany & Co. presented the Jean Schlumberger high jewelry collection, “Bird on a Pearl,” for the first time in Shanghai.
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High jewelry often represents the pinnacle of a brand’s craftsmanship and artistic achievement, and its investment and collectible value also have a strong appeal to high-net-worth individuals. As more luxury brands enter the high jewelry market, Tiffany needs to strengthen its influence in the high jewelry sector to prevent competitors from siphoning off its high-end customer resources.
In recent years, Tiffany has further solidified its top position in the global jewelry market through acquiring rare gems, hosting high jewelry exhibitions, and renovating boutiques.
Since last year, Tiffany has held high jewelry previews or exhibitions in global cities such as Shanghai, Japan, New York, Doha, and Mexico City, frequently showcasing its high jewelry products to VIP customers. In China, Tiffany has also renovated and upgraded its boutiques at Shanghai Bund Finance Centre and Hangzhou Tower, with renovated stores featuring private salons.
Versace opened its first Palazzo Versace hotel in Asia in Macau.
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Currently, there are two Palazzo Versace hotels worldwide, with the other located in Dubai, UAE.
The hotel industry encompasses fashion, art, fine wine, and cuisine. Versace’s foray into hotels allows the brand to showcase its culture, lifestyle philosophy, and establish a comprehensive, deep connection with consumers, expanding its influence into broader domains.
Macau is an ideal location to display Versace’s luxurious lifestyle and design philosophy. With its rich tourism resources and strategic geographical advantages, Macau has immense potential for high-end consumption and a strong demand for luxurious lifestyles.
Macau is also a city where Eastern and Western cultures blend, aligning perfectly with Versace’s design philosophy that combines traditional and modern aesthetics from both the East and West. By offering a luxurious lifestyle experience that matches the brand’s tone, Versace will further expand its influence.
| Image Credit: Shot by Luxe.CO, provided by the brands
丨Reporter：You Jia
