Iconic French luxury brand Chanel has unveiled its first store in Zhengzhou, the capital of Henan province. With this much-anticipated first Central China opening, Chanel is staking its claim in the burgeoning luxury market of the region.
Chanel’s new boutique is housed in David Plaza, Henan’s only luxury shopping complex, and shares a floor with the likes of Louis Vuitton, Cartier, Bulgari, and Yves Saint Laurent. It was designed by award-winning American architect and long-time Chanel collaborator Peter Marino, who graced the store’s exterior with his signature simple and abstract white shapes. Marino has been credited with redefining modern luxury, so his contribution is fitting for a brand that revolutionized haute couture in the 1920s through functional but flattering womenswear.
Besides the three main display areas for ready-to-wear clothing, shoes, and accessories, Chanel’s Zhengzhou location also boasts four private consultation rooms for Very Important Clients (VICs). According to Bain & Co., Chinese VICs are the fastest-growing segment in the country’s luxury market. The world’s biggest luxury brands are recognising this trend by upping their game in personalised customer service, both in-store and via online business channels like WeChat.
Besides Zhengzhou, the major commercial hubs in Central China are Wuhan (Hubei’s capital) and Changsha (Hunan’s capital). Of these, which are all New First-Tier cities, Zhengzhou has emerged as the most prominent so far in the region’s luxury sector. However, luxury brands should not overlook Wuhan, as its huge inflow of domestic tourists and thriving student scene give it unmatched advantages in the region.