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French Fashion Label Louis Vuitton Plans To Open First Homeware Store In China: Report

  • French luxury fashion house Louis Vuitton, part of LVMH LVMHF, is planning to launch its first furniture and homewares store in Shanghai.
  • The showroom, Reuters reported, will serve only on appointment basis and is expected to open on November 28.
  • The move is Louis Vuitton’s attempt to expand its lifestyle offerings to affluent Chinese customers.
  • The store will also feature the brand’s first Chinese collaborator, Frank Chou’s designs.
  • “LMVH is striving to … reposition itself as a contemporary luxury brand by tapping new avenues that resonate with dynamic Chinese Millennials and Gen Z consumers,” the report cited GlobalData consumer analyst Bobby Verghese.
  • “Unlike their predecessors who prioritized privacy, the Gen Y digital immigrants and Gen Z digital natives are not averse to flaunting their lifestyles on social media.”
  • Luxury brands in China are finding new ways to reach wealthy customers as economic curbs due to COVID-19 pandemic hurt businesses.

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