Road to China. Gianvito Rossi is a successful brand in the People’s Republic. Mostly among young consumers that want to use luxury not to fit-in, but to differentiate themselves. Customers that “don’t want to buy the hot brands of the moment – confirms Gianvito Rossi, but niche articles”. The Romagna-based designer now has a strategy focused on the Chinese market.
The strength of niche goods
According to Gianvito Rossi, young Chinese women focus on value products that have a craftsmanship and quality heritage”. This trend is helping many brands to emerge. Vanessa Wu, business director of Gusto Luxe Europe, cited Jing Daily Maison Margiela, Bottega Veneta and Acne Studios, as the strongest brands on the market as of now. At the same time, niche brands such as Gianvito Rossi, Rene Caovilla, Aquazzura and Nicholas Kirkwood are also experiencing a magic moment.
Road to China
Gianvito Rossi explained to Jing Daily, that its brand’s growth is strictly tied to the performance of China’s marketplace. That’s why it has planned the opening of new stores, in addition to the ones already open in Beijing. “It is one of the reference markets for the world of luxury – he commented -. So, China is an important building block in terms of the market and completes the global retail presence of the brand. I cannot wait to be personally available in China to meet my clients here”. Mr. Rossi has put digital strategies beside the ones for retail stores. “We will soon be available on major Chinese e-commerce platforms,” he continues. “We know how important they are. However, they should also focus on adding intrinsic values to the service.”