From a giant market to the test lab of fashion, China is where top luxury brands will soon try out new products and strategies before taking them to the world. Gildo Zegna, CEO of luxury Italian brand Ermenegildo Zegna, recently declared that his firm was moving its test market to China. While Chinese consumers were already a key demographic for the famed menswear brand, early responses from Chinese customers will now dictate what new product lines Zegna launches around the world. This shift east, which is shaking up the global fashion industry, is driven by a combination of factors: the evolution of China’s own market, manufacturing strategies, technologies and spending power. With Louis Vuitton, Gucci and Burberry shopping bags in tow, top fashion brands are now turning to China as a litmus test for their global plans. |