The Bling Dynasty: Why the Reign of Chinese Luxury Shoppers Has Only Just Begun

Chapter 7 Are Chinese Brands a Threat to Western Models?

‘What are you made of ?'

—Tag Heuer ad campaign

In this chapter, we look at why, up to now, Chinese brands have not been competing actively enough to constitute an immediate threat to imported players.

Peng Liyuan wore clothes designed by Ma Ke when she first went to Moscow with her husband. When I say that to most of my Western friends, they ask me, ‘Who is that you are talking about'? Peng Liyuan is the current Chinese first lady, and Ma Ke is a China-born designer who launched Exception de Mindmix in 1996 as a ready-to-wear range and WUYONG, a haute couture proposition, ten years later.

Once a famous singer, Peng went on a date with current premier Xi Jinping at age 24 back in 1986. They married quickly and, close to 30 years later, Peng accompanied Xi on his first official trip to Russia as the Chinese premier, wearing Exception clothing. This should have been a ‘Jason Wu moment' (Jason Wu creations saw a boost from American first lady Michelle Obama wearing its dresses) for the Exception brand and its creator. The label started with notable presentations in Paris, with a designer seen as being anti-fashion and ‘environmentally stylish'. While success is hard to measure in absolute terms, the Exception brand has not yet become an international success, let alone a huge one in China.

Why is it that Chinese luxury brands are not that successful yet, and in which sub-segments of consumer can Chinese thrive?

Here's Where ...