French brand opens HK flagship (hktdc.com)


	Inspired by French tradition, Louis Quatorze fashion products are being showcased in Hong Kong for the Greater China market

French luxury fashion brand Louis Quatorze has positioned itself for the Chinese mainland market by opening a flagship store in Hong Kong.

Citing a prediction by investment bank Goldman Sachs that China would overtake Japan as the largest luxury buyer by 2015, the brand says Hong Kong makes an ideal showcase.

"We think that Hong Kong is an excellent test market for our products as the market is so competitive with a myriad of international brands, sophisticated local consumers and tourists from around the world," said Jojoba Lam, Regional General Manager of Louis Quatorze.

"Without import duties, Hong Kong presents a level playing ground for us to compete with other brands in a fair manner. We are confident we can survive in this competitive market and win the heats and minds of Hong Kong fashionistas."

Celebrating heritage

Designs by Louis Quatorze – which is French for Louis 14th – are inspired recreations of century-old traditions. Originating in Versailles, the brand celebrates a prestigious French heritage, blending modern sophistication with artistic culture.

Paul Barrate, a descendant of a famous French artisan family, created the brand to honour those artisans whose creative spirit and craftsmanship perfected the Baroque culture and arts during the era of the brand’s namesake. High-quality Louis Quatorze leather products have won strong endorsement from limited edition handbag lovers in line with a sweeping trend of handmade Parisian haute couture since the 1980s. Fashion accessories, glasses, watches and jewellery have also been defined by Louis Quatorze’s continued reinterpretations of time-honoured French styles and designs.

Ms Lam said the brand believes that, once successful in Hong Kong "we shall have high chances of success in other Asian markets".

Luxury hub

"Hong Kong has always been an important market for luxury brands with a significant local affluent customer base that has strong demand for high quality products. Because of its high concentration of luxury brands, Hong Kong is also an attractive shopping destination for affluent customers from around the region, including the Chinese mainland."

As part of its "gateway strategy", Louis Quatorze set up its store in the new Terminal 2 of Hong Kong International Airport. The airport is "ideally positioned right at the gateway to the whole Greater China market to attract the attention of billions of Asian consumers", Ms Lam said.

"We want to introduce our brand to Hong Kong fashion leaders as we believe our products are fresh and inspiring, conveying different kinds of satisfaction and value to them. They will notice the difference at a glance and love our products. We don’t think we are competing against other international brands in the limited market as we are going to actually expand the market by creating a "Blue Ocean" (strategy) just for our brand and products in Hong Kong."