Fine points of fashion
Updated: 2013-09-30 00:23
By Gan Tian (China Daily)
Lane Crawford provides customers a unique shopping experience and keeps them coming back.
Located in the southern area of Hong Kong Island surrounded by greenery, the luxury fashion retailer Lane Crawford's headquarters looks like a modern art gallery. The open office has excellent details: A small iron shelf is placed in the corner at the doorway for visitors to place umbrellas, wooden tables and chairs in European style are tastefully placed, and the white walls are decorated with giant fashion paintings. The whole ambience shouts luxury experience. As a luxury multi-brand department store, Lane Crawford is creating an extremely different experience for its consumers, says Andrew Keith, president of Lane Crawford & Joyce.
The Hong Kong-based luxury department store Lane Crawford has two stores in Beijing and will open another store in Shanghai. It provides items not only from well-known brands, but also chic and independent labels.Photos provided to China Daily
"It is a luxury department store model. What's new is that we don't rent out any space, so all of the merchandise is what we buy … That enables us to have full control of all the brands we buy, enables us to create an amazing environment: how we express our store,"Keith says.
The Hong Kong-based retail company, specialized in selling designer label luxury goods, has two stores in Beijing: Seasons Place store and Yintai Shopping Center store. It does not only provide items from well-known brands like Givenchy, Lanvin and Celine, but also chic and independent labels, including Sacai, J Crew, and Jason Wu.
Multi-brand fashion store, as it is called, is comparatively new to the Chinese mainland market.
In 2007 when Lane Crawford opened its first store in Beijing Seasons Place, it was one of the first of its kind. Some Chinese consumers asked: "Why should I buy a Givenchy shirt here instead of buying it from a Givenchy boutique?”
But now, after six years of establishment, 28-year-old Lane Crawford loyal consumer Wang Yong is a testimony of Lane Crawford's success. The fashion-savvy graphic designer pays a visit to Lane Crawford every month, parting with his money in exchange for alluring and exclusive fashionable items.
In August he bought a gray pair of handmade glasses from the US label Elizabeth and James.
"You can't find it anywhere in Beijing, or the whole of China," he brags to his friends.