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Chanel takes cruise show to Shenzhen as China returns to luxury growth in 2023

Famed French fashion house Chanel is taking its cruise 2024 collection to China, opting to showcase a repeat showing of the collection in the city of Shenzhen at the end of the year.

SEE ALSO: Chanel, Armani sales up in 2022, China momentum returning in 2023

Scheduled for November 2, the Chanel cruise 2024 collection was recently unveiled at a runway show in Los Angeles on  May 9, inside the U.S. city’s Paramount Studios.

Now, having opened its first boutique in Shenzhen in December 2021 in the Nanshan District, Chanel is homing in on the Chinese market, a place in which it boasts some 17 boutiques across the mainland. Most recently, the iconic maison opened a Chanel boutique dedicated to shoes at the SKP mall in Beijing in March.

In 2022, China’s personal luxury sales contracted for the first time in five years, according to Bain & Co. It expects the country to return to 2021 sales levels between the first and second half of 2023, making it a poignant time for Chanel to home in on the Middle Kingdom market.

“As China’s capital of design, innovation and high technology, this destination, open to the world, creation and the future, is the latest of the many stopovers made by the Chanel cruise collection,” the Paris-based luxury brand said in a statement.

In its most recent trading update, Chanel reported a 17 percent uptick in sales to USD 17.22 billion for the year 2022, thanks to an increase in sales with Chinese shoppers, in mainland China, and as they resume travelling.

The company said revenues in Asia Pacific gained 14.3 percent to USD 8.65 billion on a comparable basis, while revenues skyrocketed 29.6 percent in Europe to USD 4.72 billion and grew 9.5 percent in the Americas to USD 3.86 billion.

Chanel’s mainland cruise collection show announcement comes on the back of a bevy of big-name luxury brands opting to take their fashion collections and shows to key markets and destinations in Asia in 2023.

This month, Italian luxury brand Gucci staged its cruise 2024 show at Seoul’s Gyeongbokgung Palace on May 16, and luxury rival Louis Vuitton held its first ever pre-fall show in the Korean capital, at the Jamsugyo Bridge, on Hangang River, on April 29.