Fine points of fashion

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

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.

His reasons for shopping at Lane Crawford include: First, he might find a Givenchy trench coat totally different from the one in the boutique; second, he can shop for items by Magnanni, Alexander Wang and Jason Wu, which cannot be found anywhere else in Beijing.

"Chinese customers are really excited to find new brands that are not seen everywhere. That's very good for our development, because the brands we work with are not brands widely distributed. They are not necessarily familiar,"the president says.

Sarah Rutson, fashion director of Lane Crawford who is in charge of all the buying and physical visual effects of the store, says the department store has a team of passionate fashion buyers. They collect and pick creme de la creme from designers in New York, Milan, London and Paris.

She and her team are introducing more than 600 brands to fashionistas on the Chinese mainland, most of which are not mass marketed.

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