ENZO Competes with Foreign Brands in China

LJ International Inc. revealed that their ENZO retail line has turned out to be one of the top 4 loved luxury brands in the field of jewellery. The findings were unveiled after a survey done in Shanghai. Gucci, Mikimoto, Graff, Pomelatto, Oxette, George Jensen and Chanel can be compared with ENZO and they now operate almost 124 stores in China.

There are almost 20 stores just in Shanghai! The brand has been seen as a sophisticated, luxurious and Chinese brand which touches the hearts and souls of the Chinese affluent. It has been recognized as one of the best names in Brand Recognition and also in the category of demonstrated buyer preference. It needs to be seen if the brand would become popular abroad, for Chinese brands usually have the image of mass produced, lifeless products that are not exactly what we might think of when we say “luxury”.

Nevertheless, considering its success in China over other foreign brands, we shall have to stop for a minute before making judgments or brushing away the brand. ENZO seems to be one of the best brands that you could opt for, if you are in China and plan to shop for luxury goods.


Via: Market Watch

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