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Premium US Denim Maker Has Opened Stores In Beijing, Shanghai, Wuhan, Dalian, Hangzhou and Chengdu Since Entering Mainland Market In 2007
7FAM will open four new stores in China this year, in Beijing, Shanghai and two other as yet undetermined cities
Denim is big business in China, and has been since the early 1980s when the first waves of post-Mao fashions swept through Chinese cities. In more recent times, premium denim makers from around the world have seen demand soar in top- (and now second-) tier cities, and brands like Miss Sixty (Italy), ONLY (Denmark), Diesel (Italy) and G-Star (Holland) have opened retail outlets and in-store boutiques throughout the country. In 2007, American premium denim maker 7 For All Mankind entered the mainland market, and since then has established locations in Beijing, Shanghai, Wuhan, Dalian, Hangzhou and Chengdu.
This week, in an interview with China Daily, Vice President of VF Asia (the Asian office of American apparel monolith VF Corp, which owns 7 For All Mankind) Raffaele Germano said the company plans to open four new retail locations in China over the course of 2010, with one store each slated for Beijing and Shanghai, with the other two locations to be determined. From China Daily:
7FAM’s China strategy, which is admittedly pretty vague at the moment, sounds pretty good. By keeping production in its home market — a selling point that has been employed to a decent amount of success in China by American Apparel and to even greater success by French luxury brands — the company can justify selling at higher prices and heavily market its vaunted quality control. Also, localizing through the use of celebrities like Lin Chi-ling is a good way to ensure immediate reactions from Chinese consumers of the right age group — although the company will likely use its popularity among Western celebrities as a selling point as well.