The head of the French Shoe Federation and CEO of Alter Finance, Claude-Eric Paquin, believes that French manufacturers should offer something new and exclusive for the Chinese market.
In an interview with the French Internet resource FashionNetwork, he says that French shoe makers should enter the Chinese market with new ideas, new creative products.
“If we are thinking about the Chinese market, we need to understand that this is a long story. The market already exists, but above all it is the market of the future. The Chinese market is open to luxury brands, and some premium brands (or brands that are included in the suite), but, unfortunately, the French are not strong in this area, unlike the Americans with brands such as Tory Burch, Michael Kors or Coach, which are very successful in china. I do not know French shoe brands that could occupy this niche, except perhaps Maje, but this brand is rather poorly represented.
And now we again fall into the low and middle segments, where we can not offer anything special, as Europeans. Everything is illusory. If we want to sell in China, we must have a quality product, we must put France and the Parisian style at the forefront, and at least adapt the product to the local market.
According to Mr. Pakuin, today consumers are already full of well-known brands. “Vuitton, Lancel, Chanel are social status games. Customers have already tried the products of these brands and are looking for something exclusive. And here, we, the French, as a creative nation with a huge number of talents, have a chance to stand out, ”he says.