What Chanel’s Shenzhen show reveals about its strategy in China

6 Nov 2023

Chanel showed its cruise collection in China’s burgeoning fashion capital Shenzhen last week — its first runway show in the country in four years. President of fashion Bruno Pavlovsky outlines the strategy. Chanel is sharpening its focus on China amid ongoing volatility in the market. On 2 November in Shenzhen, the brand staged its first runway show in mainland China since before the pandemic. Alongside the rollout of its appointment-only Salons Privés concept in the region, the show is a clear signal of Chanel’s intent to forge deeper connections with Chinese luxury consumers in the post-lockdown era.