Boutiques spice up fashion
By Caterina Bernardini |
April 13, 2012, Friday
|
Print Edition
Print Edition
SHANGHAI is becoming more of a fashion city. The most important global brands have either opened or are opening new shops in town.
But the fashion market is much more than just the big brands. Secondary, but still luxurious, labels from the West are now trying to stake their claims in the China market.
This is why the boutique concept featuring multiple brands is growing so quickly.
The city's best boutiques include Le Lutin, The Villa, Tips and Alter. The owners say the concept was a tough sell initially, but that perserverance and hard work have paid off.
The Taiwanese owner of Le Lutin, Diana Tu, opened her boutique two years ago with the idea of offering quality clothing for women "who have money to spend and want to look beautiful from morning to night."
Le Lutin offers more than 10 different high-priced brands from Europe, the United States along with some up-and-coming Chinese designers.
"Difficulties are always present and you need to take a lot of time to make it work," Tu said.
Sara Villareal, The Villa's American owner, knows this niche market very well. She opened her boutique four years ago, when most women were still shopping at big malls.
"I wanted to bring something new, that's why I decided to open a multi-branded shop with mostly American labels," she said.
At first, women went to these stores out of curiosity. After spending time in these shops they started buying and now most of the boutiques' customers are Chinese women.
According to Villareal there's been a "fashion education process" as women became familiar with this new shopping concept.
"Now things are going well and the best satisfaction is that not only women, but also their daughters, come to The Villa to find the perfect outfit," she said.
Sheng Yinjia, the Shanghainese owner of Tips, is less positive.
"The market is still not so good, we need to change the mindset of Chinese women who only want to spend money on big brands," Sheng said.
Yet Sonja Long, the Dalian owner of Alter, is convinced "people are sick of mainstream brands and are more keen to create a distinctive style."
The whole point of fashion is creating a look that suits you. A boutique can offer high-quality clothing with "personality."
The selection of brands changes as owners sift through the latest trends to select the right items for their customers. Boutique owners travel to Paris and New York twice a year for fashion weeks to select the right products.
Each boutique has its own style and concept, but maintain quality to justify the prices.
Le Lutin's Tu said she basically stocks clothing she likes and would wear herself.
Meanwhile, Villareal said The Villa targets local women and thus she selects any clothing she feels her customers will buy.
Tips stocks 14 European brands known for eccentricity while Alter opts to be different from the mainstream trends.
The owners do agree that careful selection is essential while time needs to be spent explaining to customers why these "unknown" brands are comparable to the big ones.
They also said building a customer's trust is absolutely indispensable in running a boutique.
But the fashion market is much more than just the big brands. Secondary, but still luxurious, labels from the West are now trying to stake their claims in the China market.
This is why the boutique concept featuring multiple brands is growing so quickly.
The city's best boutiques include Le Lutin, The Villa, Tips and Alter. The owners say the concept was a tough sell initially, but that perserverance and hard work have paid off.
The Taiwanese owner of Le Lutin, Diana Tu, opened her boutique two years ago with the idea of offering quality clothing for women "who have money to spend and want to look beautiful from morning to night."
Le Lutin offers more than 10 different high-priced brands from Europe, the United States along with some up-and-coming Chinese designers.
"Difficulties are always present and you need to take a lot of time to make it work," Tu said.
Sara Villareal, The Villa's American owner, knows this niche market very well. She opened her boutique four years ago, when most women were still shopping at big malls.
"I wanted to bring something new, that's why I decided to open a multi-branded shop with mostly American labels," she said.
At first, women went to these stores out of curiosity. After spending time in these shops they started buying and now most of the boutiques' customers are Chinese women.
According to Villareal there's been a "fashion education process" as women became familiar with this new shopping concept.
"Now things are going well and the best satisfaction is that not only women, but also their daughters, come to The Villa to find the perfect outfit," she said.
Sheng Yinjia, the Shanghainese owner of Tips, is less positive.
"The market is still not so good, we need to change the mindset of Chinese women who only want to spend money on big brands," Sheng said.
Yet Sonja Long, the Dalian owner of Alter, is convinced "people are sick of mainstream brands and are more keen to create a distinctive style."
The whole point of fashion is creating a look that suits you. A boutique can offer high-quality clothing with "personality."
The selection of brands changes as owners sift through the latest trends to select the right items for their customers. Boutique owners travel to Paris and New York twice a year for fashion weeks to select the right products.
Each boutique has its own style and concept, but maintain quality to justify the prices.
Le Lutin's Tu said she basically stocks clothing she likes and would wear herself.
Meanwhile, Villareal said The Villa targets local women and thus she selects any clothing she feels her customers will buy.
Tips stocks 14 European brands known for eccentricity while Alter opts to be different from the mainstream trends.
The owners do agree that careful selection is essential while time needs to be spent explaining to customers why these "unknown" brands are comparable to the big ones.
They also said building a customer's trust is absolutely indispensable in running a boutique.
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