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that people in China just checked the checklist and bought according to the list, said Vincent Liu, partner at Boston Consulting Group.forward, people will be more selective. They know what and where and when to use what brands and products. sophisticated consumers like Liu, that means purchases such as a $2,000 Chanel mini bag and a Prada clutch. She also eyeing a coral lambskin bag from Bottega Veneta, the Italian fashion house renowned for its signature woven leather goods.truly wealthy, the real millionaires, they will not want to buy LV Louis Vuitton or Gucci because they are too commonplace, said Shaun Rein, managing director, China Market Research Group. people are getting richer and they want exclusiveness and more self indulgence. luxury market is poised to grow 18 to 20% this year, steeply outperforming the single digit forecasts for Europe, the Americas and Japan, according to Bain, explaining the rapid expansion of larger luxury firms such as LVMH.For years, LV Monogram tote, a dome shaped classic favoured by Audrey Hepburn, was one of the most desirable bags for Chinese women because it was a clear signal of having made it: the handbag costs double the $400 an average Chinese worker earns a month.The brand is LVMH cash cow and revenues are almost double those of Gucci, widely considered its closest competitor.But as LVMH grew in China there are currently about 38 Louis Vuitton stores there, including in remote areas such as the southern Guangxi autonomous region, compared to the 57 or so in Japan it lost some of its cachet.China, Louis Vuitton is seen as the brand that even your ai yi, or domestic helper, can afford, said a retail consultant who declined to be named in order to be candid.When asked to comment, LVMH told Reuters via email it expected to a brand new lead on the market via a new store set to open next month in Shanghai swanky Plaza 66 mall. Plaza 66 will confirm Vuitton as the trendsetting brand in China, the email said.Gucci did not immediately respond to requests for comment.LV remains one of China most popular labels a recent survey by a strategists Digital Luxury Group put it at the top of web searches by consumers.But brands