Marking her first official mainland China launch, American designer Tory Burch opened a 1,067 square foot Beijing store at Shin Kong Place. The Beijing store is designed with a similar vibe as the first Tory Burch store in New York City.
She also opened her second store in Hong Kong, a 1,560-square-foot space at Harbor City (picture above). A Shanghai store is planned for later this year.
For China, the company has done extensive research on the market and has tailored some of its luxury merchandise for the Chinese market. This includes scaling down its popular Amanda satchel, introducing some new colors like coral to her Robinson handbag line and providing more smaller sizes for the ready-to-wear collection.
Similar to its US business, categories such as bags, shoes and ready-to-wear each make up about a third of its Asia business, according to Burch. Her higher priced items do much better in Asia than in the US. The brand’s core demographic in Asia mirrors the US — 20 to 45 year old.
To establish better brand recognition in China, the company plans heavy use of social media including Sina Weibo, China’s Twitter. A Chinese version of its website will be rolled out later this year as well as advertising featuring China’s “first international supermodel” Du Juan.
Currently there are 50 Tory Burch stores worldwide. International sales account for nearly 30 percent of the company’s business, and Asia comprised of 10 percent of total sales.
The company has decided to go into China without a Chinese partner. “We don’t need immediate gratification. We want to do it organically…in an understated way,” she said.
image credit: tory burch