Buoyed by increasing sales, fashion houses are competing to open more boutiques in Shanghai, mainly targeting young people who prefer casual wear to business outfits.
According to a telephone survey of popular department stores, the best-selling brands are those of trendy casual wear, such as U2, Bossini, Esprit and Giordano.
A large number of casual wear designers from Guangzhou and Hong Kong have flocked into the local market, hoping to capitalize on the popular trend.
"With the increased popularity of casual wear, demand is rising sharply, so we have decided to expand," said Helen Lu, creative and marketing manager of United China Apparel Ltd., which runs U2, G2000 and Kuhle boutiques. "We plan to open Kuhle outlets in 30 eastern China cities this autumn, and will target the southern region by summer next year."
The company launched two Kuhle boutiques in Shanghai last month, and is teaming up with Nike to open its first store in the city next spring.
To accelerate the expansion, most of its new outlets will be franchised, Lu said, adding that the company will introduce its U2 women's and urban casual clothing, and U2too women's sportswear this fall.
CRE Esprit, another casual wear maker, was an early player.
"We came in when casual wear was just a new concept," said Jin Yiru, an Esprit official. "Our sales have maintained a momentous growth rate of 50 percent over the past three years, and the trend is continuing this year."
"We aim to have 1,000 Esprit and Red Earth outlets on China's mainland within three years," Jin said. Esprit, which entered the mainland market nine years ago, has more than 200 outlets in 50-plus cities, 26 of them in Shanghai.
Other fashionable clothing retailers, like Bossini and Giordano, also aim to expand this year.
"Casual wear is trendy and comfortable," said Ji Linyun, a university student. "It's also cheap, especially during the discount season."
To cater to the young generation, many stores have brought in dozens of new casual wear brands. Parkson Shopping Center has filled its fourth floor with casual wear boutiques.
(Eastday.com 10/11/2001)
