Chanel Haute Couture on display at Flagship boutique in Ginza
WWD reported this morning that an influx of younger clients from fast-developing Asian markets is helping to lift Europe’s few remaining couture houses. I was not surprised to read that Haute Couture houses are looking at Asia, specifically young Asian women in their 30s-40s, to save the fast shrinking industry. When I was home in Taiwan, many of my friends discussed collecting Haute Couture with me (peppered with discussions of crocodile birkins!).
What’s interesting of note is that Chinese consumers, long thought to be interested in accessories only, are quickly migrating to the height of luxury– which includes, of course, haute couture. According to Sidney Toledano, president and chief executive officer of Christian Dior via an interview with WWD: “young Asian women want the global image of the brand: They look at the DNA, the heritage and the know-how. Couture is a vehicle to transmit the savoir faire and the codes of the house,” he further elaborates: “One of the reasons for our success in China is our real, genuine story — thanks to the haute couture.”
The Haute Couture shows start today– am looking forward to see who will rule the front rows, the old guard? Or the nouveau?