Luxury brands bank on a raring China market as pandemic lays waste to global demand

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Big luxury brand names like Prada and Louis Vuitton are banking on Chinese customers to shore up their business, as the rest of the world's luxury spending suffers

“I’m mentally working on a shopping list,” says Zeng Rong, 34, a Beijing-based auditor who is looking forward to her upcoming Hainan trip. “I’d like to buy a Bottega Veneta bag as well as a coat and a down jacket from Moncler before the weather gets cold.”

Lavish events are also back. Louis Vuitton menswear designer Virgil Abloh held a Spring/Summer fashion show before a live audience in Shanghai last month. Prada hosted private viewings of its new collection last week - also in Shanghai, the country’s fashion capital which has begun to replace Hong Kong as the favoured shopping haven for domestic tourists.

“Mainland China has become the place where all the purchase power is trapped,” said Mauro Maggioni, Asia Pacific CEO at Italian luxury sneaker and apparel brand Golden Goose which has 21 stores in mainland China. It also opened stores on China’s top e-commerce sites last month and plans a new shop in Hainan soon.

Helping stoke domestic demand, the Chinese government has long sought to bring some of the money splashed abroad by its citizens overseas back home.

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