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Muji joins the big names in world of McFashion
By Xu Wenwen and Michelle Zhang |
August 17, 2009, Monday
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Print Edition
Print Edition
THE Japanese brand Muji opened a new store recently in Lixing Department Store in Hangzhou - its eighth outlet on the Chinese mainland.
By the end of the year, European brand H&M, American ice cream brand Cold Stone, Swiss watch brand A. Lange & Sohne and Spanish fashion house Zara's sister brand Bershka will have opened stores in Hangzhou, joining luxury brands such as Louis Vuitton and Gucci which have already set up stores there.
"The economic base of Zhejiang Province is the key factor of the popularization of 'McFashion' in Hangzhou," Hu Danwen, director of the Commodity Department of Intime Department Store, told a local newspaper.
McFashion, a term that combines McDonald's and fashion, means "fast, cheap and approachable fashion."
Zara, the cheap-chic fashion brand, and also one of the leading brands of the McFashion movement, came to Hangzhou in 2007 and is jokingly called a "supermarket" or even a "food market" by locals.
In 2008 the sales performance of Zara's flagship store in Lixing ranked No. 4 on the Chinese mainland, following three Shanghai outlets and its Beijing store.
More stores
Also, Hangzhou was No. 1 on Forbes China's best business city ranking last year, and it has been in the ranking for five consecutive years.
"Hangzhou is a good place and we will open more Muji stores here next year," says Masaaki Kanai, president of Muji. "Yet where to locate and how many stores to open still remain in discussion."
The Muji store has areas for clothes, stationery and domestic items with crowds of people hunting for bargains, just like hunting for food in a supermarket. On the opening day a queue of dozens of people waited to pay at the cashier's desk soon after the doors opened.
"International brands help promote the Lixing brand, and by featuring these big brand stores, we are planning to turn Lixing into a small-scale shopping mall from a department store," says Chen Min, board chairman of the Lixing Department Store. "About 30 percent of Lixing's consumers are foreigners.
"Foreigners in Hangzhou prefer high-quality goods at reasonable price," he adds.
By the end of the year, European brand H&M, American ice cream brand Cold Stone, Swiss watch brand A. Lange & Sohne and Spanish fashion house Zara's sister brand Bershka will have opened stores in Hangzhou, joining luxury brands such as Louis Vuitton and Gucci which have already set up stores there.
"The economic base of Zhejiang Province is the key factor of the popularization of 'McFashion' in Hangzhou," Hu Danwen, director of the Commodity Department of Intime Department Store, told a local newspaper.
McFashion, a term that combines McDonald's and fashion, means "fast, cheap and approachable fashion."
Zara, the cheap-chic fashion brand, and also one of the leading brands of the McFashion movement, came to Hangzhou in 2007 and is jokingly called a "supermarket" or even a "food market" by locals.
In 2008 the sales performance of Zara's flagship store in Lixing ranked No. 4 on the Chinese mainland, following three Shanghai outlets and its Beijing store.
More stores
Also, Hangzhou was No. 1 on Forbes China's best business city ranking last year, and it has been in the ranking for five consecutive years.
"Hangzhou is a good place and we will open more Muji stores here next year," says Masaaki Kanai, president of Muji. "Yet where to locate and how many stores to open still remain in discussion."
The Muji store has areas for clothes, stationery and domestic items with crowds of people hunting for bargains, just like hunting for food in a supermarket. On the opening day a queue of dozens of people waited to pay at the cashier's desk soon after the doors opened.
"International brands help promote the Lixing brand, and by featuring these big brand stores, we are planning to turn Lixing into a small-scale shopping mall from a department store," says Chen Min, board chairman of the Lixing Department Store. "About 30 percent of Lixing's consumers are foreigners.
"Foreigners in Hangzhou prefer high-quality goods at reasonable price," he adds.
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