Terrence Chu, a graphic designer from Hong Kong and the founder of Shanghai-based luxury event and marketing company Apax Group, has helped numerous luxury brands break into China’s competitive market.
With the expertise of Chu, overseas designers have been able to hold promotional events in China. Karl Lagerfeld, creative director of Chanel and Fendi, had models parade down the Great Wall of China for a fashion show in 2007. In 2008, Hermès had its first fashion show in China at Shanghai’s World Financial Centre. In 2017, the Victoria’s Secret Fashion Show took place in Shanghai at the Mercedes-Benz Arena. It was the first ever Victoria’s Secret Fashion Show held in Asia.
The many fashion shows and events taking place in China have put the country on the global fashion map. Chu’s company has also grown exponentially, with offices in Hong Kong, Shanghai, Beijing, Italy, and India. The growth reflects the rapid expansion of Chinese fashion and luxury industries.
While overseas companies are helping China by bringing the country into the world of fashion, China is returning the favor by bringing these companies a much wider audience. Chu explains that if companies want to make an impact in China, they need to put on big public events there. Once an impact is made in China, though, the rest comes pretty easily. He offers, “You must find a niche to create explosive impact and use China to influence the whole world.”
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