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| The label's iconic traveling trunks and bags are available at the store. (China Daily/Zhang Wei) |
Changing standards of living means new levels of demand for luxury
A couple of hours before the end of the workday Friday, a young woman could be seen darting in and out of the dressing room at a Louis Vuitton store in Beijing. She put on a lacy black cocktail dress and matching peep-toe high heels, then presented the ensemble to a man relaxing on one of the store's plush sofas.
Outside the store's glass doors, a crowd began to form around the installed velvet ropes, waiting for some of China's biggest movie stars to walk down the red carpet and grace the opening of Louis Vuitton's first women's store in Beijing.
Two decades after entering the Chinese market, the French fashion brand has become one of the country's most sought-after names in luxury. Now, its most pressing challenge is to maintain the image of exclusivity — built from its beginnings as a trunk maker to European royalty — even as it continues to push for bigger sales in China.
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