La Perla, an Italian brand that started with high-end underwear, will go to Macau to host the 2018 spring ready-to-wear conference on October 19th at the famous Venetian Macao Resort Hotel. By then, the brand will invite 200 guests to watch the big show. It is conceivable that La Perla will have a magnificent performance in this 10.5 million square foot hotel with 3,000 luxury suites.
Whether it's a venue or a link, La Perla's trip to Macau is sincere. In addition to picking the best showcase of Italian style, there will be 20 top models. That night, La Perla also prepared a dinner for the guests, while there will be warm-up activities in Paris, Milan and New York.
This is the first time La Perla has held a big show in Asia. In 2016, Le Perla, who started out as a lingerie, decided to launch a ready-to-wear collection, followed by a show at the Paris High-Quality Week, and also at the Italian men's show Pitt Uomo and New York, but the focus is mainly on Europe. Although the brand already has 16 stores in Asia, 5 of which are concept stores, Asia has a lot of room for market expansion compared to 150 stores worldwide.
Liu Wen
The beginning of the emphasis on the Asian market was also the result of the promotion of Julia Haart, the creative director who took office last year. She told reporters: “As we continue to improve the world of La Perla, I am very happy to be able to bring brands to fashion and luxury gatherings. It is a fashion company that does not set itself limits."
Julia Haart has promoted the La Perla team to launch two accessory collections. After Pedro Lourenco, the brand's first creative director, left her, she further extended her pajamas, beachwear, accessories, menswear and today's women's ready-to-wear collections. On September 30 this year, the Spring/Summer 2017 collection was released in Milan at Palazzo Clerici. In addition to embroidery, tulle and other La Perla specializes in fabrics, Julia Haart also uses a large number of multicolored glittering silk to highlight the flowers and maps on the clothes. In addition to home and daily outings, La Perla also designed a dinner dress and a small dress. According to Creative Director Julia Haart, this is to provide services to celebrities in the Haute Couture model.
Of course, La Perla is best known for underwear. As everyone knows, one of La Perla's competing products will also be showcased in Shanghai in November. Although the pricing gap between the two is far away, the brand value is comparable, which makes the Chinese underwear market become more crowded. Although La Perla's Macau site selection currently avoids direct competition from the mainland, it is hard to say whether this is preparing for the next expansion.
The Venetian Macao Resort
Interestingly, there are few brands that have long been known as the leader in the underwear market. According to a report provided by Beijing Boshengxuan Consulting Co., the proportion of foreign brands in the Chinese underwear market is currently 60%. Today, consumers are more inclined to buy underwear online, this part of the age range of 20-39 years old. Chinese women generally spend 10% of their income on underwear.
Just a week ago, China’s largest local underwear brand, City Beauty, also announced on the Jingdong Super Brand Day that Lin Zhiling, who has been a brand for many years, will be the chief designer of the brand. Jingdong clearly saw the growth potential of the underwear market and is optimistic about the online market for underwear. According to the Metro Beauty Report, in the first half of this year, its e-commerce revenue grew rapidly. The e-commerce channel revenue was 238 million yuan, a year-on-year increase of 44.8%, which already accounted for 11.5% of the total revenue. During the 618 period, the sales of Metropolitan Beauty in Jingdong increased by 3.5 times year-on-year.
If you are interested in continuing to plow in the Mainland, whether it is clothing or underwear, La Perla and competitors will be very aggressive. Nitrogen will not only rise between products and products, but also spread on spokespersons and brand activities. Today, La Perla has been looking for endorsements of famous models such as Mengmeng Yao and Liu Wen, and has gained a high degree of recognition in the hearts of Chinese consumers. The latest advertisements for the fall/winter 2017 fall season also attracted traffic star promotions including Kendall Jenner, Isabeli Fontana and Liu Wen.
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