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French classical wear dancing up a storm on the mainland

By Emma Gonzalez | China Daily | Updated: 2016-09-16 09:49

French classical wear dancing up a storm on the mainland

[Photo/Agencies]

"When I was a professional dancer 20 years ago, it was really hard to find ballet wear in China," she said.

"Our school or the ballet company had to provide the clothes for us. We could only buy our own clothes if we traveled abroad. Now professional and amateur dancers have plenty of options to choose from," Wang added.

French pr��t-a-porter company Repetto entered the Chinese market in November 2014 with the inauguration of its first shop in Shanghai helped by Swire Resources, its exclusive distributor in the country.

Repetto now has six stores in China, is distributed in Shanghai, Beijing and Chengdu and has signed partnership agreements with ballet schools in these cities to promote its brand.

Looking ahead, the company plans to expand the number of stores to meet the growing demand for ballet clothing in the country.

"The first Repetto outlet store opened in Shanghai Village near Disneyland", noted Clara Chan, a representative of Swire Resources. "We are actively investigating good and suitable locations for potential new Repetto stores."

Although Repetto sells a wide a range of products in China, including dance wear and conventional city bags and shoes, the French brand's timeless Cendrillon ballerina pointe shoes remain its most popular item in stores in the mainland.

Additionally Repetto notes that other ballet clothes, such as mousseline skirts and leg-warmers, are also popular among adult women in China.

"We do see the potential demand for affordable luxury products and ballet products", explained Chan. "Consumers know more international brands and are also seeking more unique and personalized shopping experiences."

This year revenues generated by Repetto's dance products, including ballet wear and pointe shoes, have been growing at more than 60 percent in China compared to last year.

And the company is optimistic about the future, as more women in China are learning ballet for either artistic reasons or to lose weight and correct posture.

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