Beauty in the East

Gucci plans to open two to four more stores this year in China, after opening its 28th on Saturday, undeterred by uncertainty in the global economy as China is set to lead future luxury consumption.

For the moment, China’s $8 billion luxury market accounts for just 3 percent of global sales, compared with 38 percent in Europe, 33 percent in South and North America and 12 percent in Japan.

But China (and Brazil!) are projected to be the two fastest-growing luxury markets through 2012, according to consulting firm Bain & Co.“In a few years the luxury brand, owned by French retail and fashion group PPR SA, aims to have 40 stores in China, compared with the 50 it now has in Japan and roughly 70 in Europe” Gucci CEO Patrizio Di Marco said.

“We’re not planning to scale back, especially considering the future importance of this market,” he told Reuters in an interview.

“Look at a country like China. To have 28 stores, or to think of having 40 stores, is not excessive at all.”

It is evident that China is becoming the key markets for those luxury brand, especially fashion and jewlry brands. Gucci is planning to have 40 stores. Chaumet has just opened new doors in Beijing. Many big brands are seeking Chinese face for their spokesman. Dior's new model in China is half Chinese. So if the big brands want to be adapted well into Chinese market, the should avoid endemic and overcome the localization problem.