Retail in Asia

In Shops

Chinese shoppers seek Prada closer to home

Not every Chinese shopper can buy their Prada in Paris or their Max Mara in Milan. As China’s middle class swells, foreign and domestic retail groups are opening discount outlet malls in China to help mainlanders get luxury bargains closer to home – preferably while pretending that they are really somewhere else.

Value Retail, the European discount luxury outlet chain, believes that the model of retail tourism which has proved so popular among Chinese in Europe, will appeal just as much back at home.

Chairman Scott Malkin says his goal is to "create an authentic European experience in Suzhou", the historic tourist city near Shanghai – including mall architecture "with an Italian inspiration but that has elements of traditional Chinese design".

(Source: CNBC)