Hechter Paris targets cultural fusion
Hechter Paris, an iconic French fashion brand with a global reputation for catering to the evolving lifestyles and diversified needs of its customers, is revving up efforts to create a blend of Chinese and French cultures in product breakthroughs, technologies, activities and core values.
With 2024 marking the 60th anniversary of the establishment of diplomatic ties between China and France, Toncan Group Hechter Paris CEO Lu Hua'ang said the company is proudly celebrating the 20th anniversary of its presence in this market.
"The lifestyles of our customers have become more diversified, and Hechter Paris has strengthened its presence by creating collections in which our customers can find dressing solutions while expanding their choice of casual wear. It is vital for us to provide fashion solutions for every lifestyle scenario of our customers," Lu said.
In China, Hechter Paris is represented by Toncan Group, a high-end fashion company targeting the best business and strategic approach to the brand with a thorough understanding of both French "fashion DNA" and localization.
Currently, there are around 80 Hechter Paris retail outlets in China's first- and second-tier cities, offering customers an array of products ranging from menswear and women's fashions to leather goods, shoes and accessory collections. Since its establishment in 1962, the company has pursued superior quality to represent authentic French fashion. In 2023, its France-based international headquarters revamped the Daniel Hechter brand, transforming it into Hechter Paris to highlight its high-end positioning and global image.
"With this transformation, we will continue to develop on the light luxury track while introducing the elegant French lifestyle into the lives of Chinese consumers," Lu said, adding that Chinese customers focus on quality, fit and comfort.
"We have created a technology collection in which our customers find fabrics that are comfortable in different climates. They do not require ironing and are suitable for machine washing. We create comfortable and cost-effective clothing to meet our customers' needs for multiple occasions and comfort," he added.
Hechter Paris entered China in 2004, integrating French elegance into Chinese culture and consumer consciousness. "We are deeply involved in the cultural exchanges between China and France, strengthening communication and inviting the support of the French embassy in every important opening event," Lu said. "We represent the heritage of French fashion while thinking about the future of French brands. Hechter Paris is actively using technological material and an eco-friendly approach in formulating the company's business model."
By understanding the needs of Chinese consumers, the brand has developed a series of technology-powered products and applied for patents. The technology series products, led by the packable suit, have received a warm welcome from Chinese businesspeople for their great convenience.
"Our technology uses ecological fabrics and cashmere to complete the production of suits, meet the needs of Chinese consumers and reflect the uniqueness of the brand and the sense of quality," said Lu. "For us, ecology is not just a word but an opportunity to contribute to the future. In China, we are implementing a multi-year plan to develop agricultural production in the Xinjiang Uygur autonomous region. Learning that Xinjiang's climate is similar to a famous region in Provence, France, we launched an ecological project to grow lavender and convert it into lavender oil."
The production of lavender oil in Xinjiang is conducive to developing agriculture and local tourism and is another example of French-Chinese cultural integration.
