China’s first World Expo has not only drawn tons of tourists around the world, but also serious attention from luxury companies. Chanel, for example, just released limited edition of accessories for the Shanghai Expo. From a sparkling purse in Chinese red to the jade dragon broach, every piece features traditional Chinese culture.
Prada follows suit, only with more items such as phone stripes, sportswear and pump shoes to be shown at the Shanghai Expo. Ferragamo even invited Chinese artist Xue Song to integrate his ideas into totes for the Shanghai Expo.
Image Credit: http://www.rayli.com.cn/0P10/2010-04-28/L0P10107_706873.html
Haute Couture Expos
Luxury Houses Launch Limited Items for Shanghai Expo
Trend Themes
1. Limited-edition Products - Luxury fashion houses are creating limited-edition products specifically for events like the world expo, presenting an opportunity to create unique offerings for similar events.
2. Incorporating Local Culture - Luxury companies are incorporating traditional styles and cultural elements into their designs, creating an opportunity to create unique locally-inspired products and designs.
3. Experiential Marketing - Luxury houses are using events like the world expo to showcase their products in new and unique ways, providing an opportunity to explore similar immersive marketing initiatives.
Industry Implications
1. Luxury Fashion - Luxury fashion houses are creating limited-edition products and incorporating local cultural elements into their designs for world expos, presenting opportunities for similar product offerings in the fashion industry.
2. Event Management - Events like the world expo presents opportunities for luxury fashion houses to elevate and showcase their products in new and immersive ways, hence prompting event management companies to target luxury brands for their events.
3. Cultural Tourism - World expos showcase unique cultural elements of different regions, presenting an opportunity for cultural tourism to thrive, which in turn leads to similar opportunities for luxury fashion houses and brands in the tourism industry.