Longchamp Luxury Fashion House (Photo : Getty Images)
France's Longchamp has set its eyes on the China luxury market. Taking into account the huge potential for growth, more outlets of the luxury fashion house will be opened in China as the company seeks to expand its presence, according to Longchamp CEO Jean Cassegrain.
“Currently, we have 18 stores in China. There is a potential for us to open stores at new locations and there are still cities where we are not present,” Cassegrain said.
The Chinese economy continues to grow, and with that growth, the number of people considering luxury purchases increases because of higher incomes, he said.
The Longchamp CEO is also positive about the company’s vision in China's luxury market.
“In October, we will open a new store in Beijing, at a landmark shopping mall on Wangfujing Street,” Cassegrain said, noting that the company also considers putting up outlets in second-tier cities like Changsha.
On Thursday, the Paris-based fashion house opened its flagship store at the Kerry Center, located in the heart of Shanghai.
The Shanghai store will feature the widest range of Longchamp’s collection in China which includes women's ready-to-wear, shoes, handbags, leather accessories, men's collections and luggage bags.
According to Cassegrain, the flagship store in Shanghai is an important investment and a milestone for the brand.
Aside from Longchamp outlets, Chinese customers can also purchase the French luxury items using online platforms such as the official WeChat account of the brand.
“It is our plan to continue developing online channels in China,” said Cassegrain.
Longchamp was established in Paris in 1948 by the Cassegrain family. Up to the present, the family still owns and manages the brand.
It has a wide range of products, with collections of handbags, luggage, accessories, and shoes to ready-to-wear items. Longchamp products are now available in 80 different countries through a network of 1,500 points of sale.
France's Longchamp hopes to expand its business in China's luxury market, benefitting from the country’s rising middle class.