Liz Sets Sights on China with Juicy Label

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Claiborne to Bring Juicy Apparel Line To China Market

• Summary: Liz Claiborne is set to introduce its Juicy Couture label to China and other Asian countries over the next four years. The emphasis will be on mainland China with a planned grand total of 24 retail stores and 23 shops within other stores in Asia. Some are saying Liz is late to the market, but China only fully opened its retail industry to foreign retailers last December per its '01 WTO accession. The program director at the Raffles Design Institute in Beijing says the following about niche foreign brands with emphasis on street wear, "[Chinese consumers are] definitely interested in it. It's got a sort of 'bling' appeal, and it's very American. (It's) probably the biggest youth style that's around at the moment for people under 30." As for the threat of knockoffs, which Liz/Juicy already has to contend with, a retail-apparel specialist comments, "If you're good enough to copy, then that means you've made some sort of name for yourself here."
• Related links: Big Name U.S. Retailers Eye China's Opening ♦ Growth in China’s Luxury Goods Market to be Fueled by 2nd Tier Cities ♦ Apparel Labels Making Major Push Into Retail

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