Luxury looks to locals

French label Lanvin has bucked a trend by selecting a local online retailer to launch its flagship e-commerce store in China. Gan Tian reports on why this could be a wise move for the savvy retailer.

When launching e-commerce platforms in China, most big labels like Emporio Armani, Marni and Bally choose to work with foreign portals like Yoox Group, but French luxury house Lanvin recently announced it has hired Shangpin.com, a local luxury online retailer to create their flagship online store.

The store, under Shangpin.com, sells menswear, womenswear, bags, accessories and shoes. The products are selected by staff members from Shangpin.com and buyers from Lanvin China.