What is Van Cleef & Arpels’ development strategy for Asia market?
The development of Van Cleef & Arpels in Asia has been recent and not so recent at the same time: We opened our first boutique at the Peninsula Hotel in Hong Kong over 25 years ago, but between 1982 and 2002, we only opened an additional boutique in Hong Kong and developed a small presence in South Korea and Taiwan. In 2002, we decided to open a regional office in Hong Kong with a mission to have a store presence in all of Asia’s major cities. At present, we have two boutiques in Beijing, one in Shanghai and one which is scheduled to open in Hangzhou next month. Starting this year, we are planning to open 2-3 boutiques per year in China, with a focus on the major Chinese cities. We had a bit of a slow start which was in my opinion necessary to gain a better understanding of the Chinese market and really find out how to best position ourselves. Branding in China is critical and it is easy to make mistakes so we are being very careful. Part of our strategy for China is also to develop th
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