Hermès, the renowned luxury French fashion house, has taken a proactive approach to target the flourishing Chinese market by introducing a dedicated e-commerce site. This bold move, revealed recently, showcases a wide array of products ranging from women’s and men’s clothing to exclusive handbags (excluding the iconic ‘Birkin’ and ‘Kelly’ models), fragrances, as well as accessories like footwear and jewelry.
The decision by Hermès to cater specifically to the Chinese market aligns with a larger trend among fashion giants who are also recognizing the immense potential of the region. For instance, COS, a contemporary fashion brand under the umbrella of Swedish retailer H&M, announced its foray into China with a standalone website and an online store on Alibaba’s Tmall platform. Moreover, Miu Miu is set to unveil its Resort 2019 collection in Shanghai this November, following Tommy Hilfiger’s recent catwalk event in the city on September 4.
The strategy of targeting Chinese consumers is further exemplified by Tod’s recent launch of a new bag through the popular social media platform WeChat, and Michael Kors’ collaboration with Chinese actress and singer Yang Mi on a limited-edition purse exclusively available on the platform.
Undoubtedly, the Chinese market is a goldmine for luxury fashion brands, and Hermès’ move to establish a dedicated e-commerce site underscores the immense opportunities that await in this thriving market. With other prominent fashion houses also ramping up their efforts to connect with Chinese consumers, it is evident that a strong presence in China is paramount for the fashion industry as it seeks to capitalize on the country’s rapid growth and changing consumer preferences.
To learn more about Hermès and their latest collections, visit their official website here. For insights into the Chinese luxury fashion market, explore this informative article here.
