First runway show for Max Mara China
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Luxury Italian fashion house Max Mara hosted its first runway show in Shanghai yesterday.
It is presenting its pre-collection for fall 2017, as well as a capsule collection conceived in collaboration with Chinese artist Liu Wei, who also created the set for the runway show.
With the capsule collection, the label is test driving its “see now, buy now” strategy. The collection comprises 11 pieces in upmarket fabrics, inspired by dense urban landscapes. The items will be available from tomorrow in a selection of Max Mara boutiques worldwide, including Paris, and on the label’s website.
Max Mara opened its first store in China in 1993 and now has 414 boutiques there, including 35 in Shanghai.
The Italian group has 19 apparel brands, led by Max Mara and Max Sport. It achieved sales of €1.38 billion (US$1.45 billion) last year, with 60 per cent coming from abroad. The company employs 5692 people and has 2668 locations in more than 100 countries.
Questions & Answers
Q.What is the purpose of the capsule collection developed with Liu Wei?
What is the purpose of the capsule collection developed with Liu Wei?
The capsule collection, conceived in collaboration with Chinese artist Liu Wei, allows Max Mara to test its new 'see now, buy now' strategy. It features 11 pieces made from upmarket fabrics, drawing inspiration from dense urban landscapes.
Q.When and where will the new capsule collection be available for purchase?
When and where will the new capsule collection be available for purchase?
The collection will be available from tomorrow in selected Max Mara boutiques across the world, including in Paris. Customers can also purchase the items directly from the label's official website.
Q.How significant is the Chinese market for Max Mara?
How significant is the Chinese market for Max Mara?
Max Mara opened its first store in China in 1993 and now operates 414 boutiques there, with 35 of these located in Shanghai. This indicates a substantial and established presence in the Chinese market.
Q.What were the total sales for the Max Mara group last year and how much came from international markets?
What were the total sales for the Max Mara group last year and how much came from international markets?
The Max Mara group achieved total sales of €1.38 billion last year. A significant portion of this revenue, specifically 60 per cent, was generated from its international operations outside of its home market.
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