Dior Homme has announced the French luxury label's first menswear fashion show in the Chinese capital of Beijing - this is part of its expansion plans into China. According to Bain's “Luxury Goods China Market Study" for 2012, Chinese shoppers now account for 25% of the luxury purchases globally, both locally and overseas.
On 25 April, Dior's menswear fashion show will be held at the Museum of the Central Academy of Fine Arts in Beijing.
This is in conjunction with the reopening of Dior’s renovated Seasons Place boutique.
Dior Homme's presentation follows right after Dior's Haute Couture showcase in Shanghai last month, when the House re-staged its Spring/Summer 2013 collection for its exclusive Chinese clientele, and re-created its famed 30 Avenue Montaigne headquarters with trianon gray salons, Louis XVI chairs and immaculate moldings to top off the experience.
The upcoming menswear presentation will be a continuation of its approach to bringing the Parisian fashion show experience to the doorsteps of its Chinese consumers, along with the magic of Dior, in a showcase that is expected to have the attendance of celebrities, VIPs, and clientele in a bid to raise the profile of its brand in the Chinese mainland, as well as awareness of its re-invigorated menswear collection, now helmed by Kris Van Assche.
Indeed, Dior has now included not only fashion shows in China as part of its China strategy, but has also made China one of its key stops in its global promotional projects. Integral to these plans is also the upgrading of its existing 18 boutiques across the country.
At the fashion show later this month, the label will present its Fall/Winter 2013/2014 ready-to-wear menswear collection, re-staged from its earlier show during Men's Fashion Week in Paris.
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