China suggests multi-brand stores from Spain, France and Italy
27/07/2009
Spain’s Footwear Industry Federation (FICE) has responded positively to a suggestion from China that brands from Spain, Italy and France should work together to open multi-brand stores in Beijing and Shanghai.
The idea came originally from the Beijing Beijing Brand Management Centre (BIBMC), an organisation that believes demand among consumers in China’s two biggest cities will be high for mid-range footwear and accessories from the three European countries.
It believes that between 30 and 60 different brands should work together to supply stores under their national flags, with good-quality shoes retailing for between EUR 50 and 65. FICE’s commercial director, Javier García Lillo, explained: “The aim is to offer Chinese consumers a range of footwear just below luxury levels, one step below the top level, but with quality, design and fashion still at the forefront. We intend to find out how many Spanish footwear brands would be willing to take part in an initiative like this.”
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