Upmarket department store Harvey Nichols, a London institution, opens in Hong Kong this fall

The list of upmarket international brands using Hong Kong as their window to the local and Chinese mainland markets reads like a who's who of high fashion, with Prada, Armani, Christian Dior, Louis Vuitton, Burberry, Hermes, Yves St Laurent, Ermenegildo Zegna, Dolce & Gabbana and more, all building flagship stores.

Other ultra-chic labels rushing to take up retail space in Hong Kong in the past year include Kate Spade, Jimmy Choo and Dries van Nouten. A new boutique opened by Maria Luisa of Paris – her first store outside the French capital - brings to Hong Kong limited and exclusive creations by some of the hottest designers of the US and Europe. 

Asia's 5th Ave

Dior has doubled its store space in Hong Kong in the past 16 months as all the top international brands move to expand their presence

But if you thought that 2004 was a year of "shop till you drop", just wait to see what 2005 has in store. As Suzy Menkes, fashion editor of IHT remarked about Hong Kong to over 600 CEOs, senior executives and designers from famous world brands attending the Luxury conference: "There's a vibrancy and energy to the city and certainly on the retail side. The joint is jumping."

UK luxury department store Harvey Nichols opens in The Landmark, Central, this fall as its platform to Asia. "We consider Hong Kong to be the ideal launch place for the first Harvey Nichols in Asia because Hong Kong has a most sophisticated and strong local consumer base, attracts tourists from all over the world, and serves as the window of the world for mainland Chinese consumers," said company chairman Dr Dickson Poon.  

Benchmark in high-end retail

The sleek, sensual designs of Roberto Cavalli will add further dimension to Hong Kong’s fashion scene when the famed Italian designer opens his first store in Central

Norman Leung, director of retail at Hongkong land, said new brands coming to Hong Kong in 2005 include Berluti, Thomas Pink, Loro Piana, Emilio Pucci, Marni and Brioni with other brands such as Louis Vuitton, Gucci, Fendi, Ermenegildo Zegna, Burberry, Valentino, Miu Miu, Dolce & Gabbana planning expansions in coming years.

He said high-end brands are drawn to establish flagship stores in Hong Kong because of its sophisticated fashion and luxury market. "Hong Kong is also a free port and almost all imported products are free of duties, thus enabling most luxury products to be price competitive against other major cities in the region," Mr Leung added. "It attracts a broad customer base including the wealthy local shoppers, international business travellers and a wide range of tourists."

Strategic positioning

Karim Azar, in charge of international marketing at Sung Hung Kai Properties, agreed there is "more interest than ever before" from international brands wanting a presence in Hong Kong. Prestigious shopping precinct IFC (International Financial Centre) has seen brands such as Zara, Patrizia Pepe, Scapa, Thomas Sabo, Menard, Laneige, Altea, J.M. Weston and Bernardaud open stores in 2004, with more deals pending for 2005. Among them is Roberto Cavalli, due to open its first flagship store in February. The influx of mainland Chinese shoppers coming to Hong Kong to buy high-end goods is fuelling demand, he added.

"All the major international brands are positioning themselves in Hong Kong to move forward in Asia," Mr Azar said. "Hong Kong has had a major injection of life and is doing what is should do – attracting all the famous fashion brands."

Related links
Dickson Concepts 
Hongkong Land
Sun Hung Kai