European luxury brands have a larger presence and recall in the Chinese market when compared to the American brands. But Retail organizations such as the Madison Avenue Business District and the Time Warner Center and several American brands like Bergdorf Goodman, Piaget, J. Mendel, Ralph Lauren, Estee Lauder, Montblanc, Tribeca Wine Merchants, Zilli and Coach are partnering Affinity China to host customized brand events that enable the affluent Chinese customers to fully experience the brand culture and heritage. Linda Fargo, the Fashion Director of Bergdorf Goodman will host a private fashion show in their iconic store featuring Spring 2012 wares by Givenchy and Yves Saint Laurent, among other designers.
The affluent group of guests got to see a private performance by one of China’s most famous pianist, Lang Lang. It is a week long program when Bergdorf Goodman and a cadre of New York designers treated a group of wealthy Chinese tourists to fashion packed activities. Since it is the Year of the Dragon, the high profile program is called the Dragon Week NYC. The events were attended by some big names from the American fashion industry including Oscar de la Renta and Diane von Furtenberg.
It was evident that Diane von Furtenberg has succeeded in connecting with the Chinese consumers by the way she was mobbed at the event by the visiting guests. The party that followed the event was attended by some prominent American designers like Zac Posen, Naeem Khan, and Marchesa’s Keren Craig and Georgina Chapman. The program was designed to play catch up with the European brands and court the Chinese shoppers interested in luxury more aggressively. The potential of the Chinese market is huge and requires more focused and sustained initiatives like this. The American fashion industry will become more profitable by increasing its presence in the Chinese market.