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Agenda-setting intelligence, analysis and advice for the global fashion community.

Where to Invest in China

Luxury brands are optimising their store networks in the mainland to better target shoppers in both unconventional and prime locations amid an increasingly worrying outlook.
Chengdu Louis Vuitton boutique with a tigers tail made out of flowers weaving through the store exterior.
Louis Vuitton's newest store in Chengdu is part of a movement by luxury brands to optimise and localise their store networks in the mainland. (Louis Vuitton)

As Shanghai residents queued for compulsory Covid-19 tests amid a stifling heatwave last month, fashion brands were moving into some of the most desirable luxury malls in a city that had only just come out of a

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Further Reading

Is Suburbia China’s Next Retail Gold Mine?

Beyond Shanghai’s downtown shopping meccas, suburban malls and mixed-use developments on the outskirts of the city present an exciting opportunity for brands like Calvin Klein, Nike and Sephora who have begun to put down roots here.

About the author
Zoe Suen

Zoe Suen is a contributing writer at The Business of Fashion. Suen is a freelance writer, editor, and consultant who writes about luxury fashion and beauty.

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