Retail in Asia

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Swarovski brings a new luxury to the modern Chinese woman

Austrian crystal brand Swarovski is expanding rapidly in China, hoping to win over the modern Chinese women. The company is opening 25 to 30 stores a year, and is now starting to grow in less urban areas of the country as well.

Following the opening of their first Chinese store in Hong Kong in 1972, Swarovski soon debuted their first mainland location in 1989. From there, they have seen the opening of 245 additional stores in 71 cities across China, reports ECNS.

Chinese consumers accounts for 10 percent of Swarovski’s total revenue. Sales are good for a number of reasons; in particular, the brand is good at localisation, including hiring Chinese designers such as Masha Ma, Wang Peiyi and Ye Mingze.

(Source: red luxury)