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Breezing into the big league

By Sun Yuanqing | China Daily | Updated: 2016-10-14 08:25

Breezing into the big league

Models present Giada's 2017 spring/summer collection at Milan Fashion Week.[Photo provided to China Daily]

Giada now has 59 stores in China, and its Milan flagship store sits across from Dior and Hermes on Via Montenapoleone in the city's central luxury shopping district.

All the stores are designed by Italian architect and designer Claudio Silvestrin, who has also designed for Giorgio Armani.

The brand is now scouting for a location in New York, and London and Paris are also on its expansion map.

For an emerging luxury brand, location is key, says Li Linge, vice-president of Redstone Haute Couture.

"It's not a question of money, but of location. For us, we have to exhibit our brand positioning through our locations. We have to ensure that we have the best places and neighbors," she adds.

Contact the writer at sunyuanqing@chinadaily.com.cn

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