Kayser-Rroth Corp. has entered into a joint partnership with retail powerhouse E-Land Group China to launch Hue legwear, leggings and socks in China this fall.
The U.S.-based legwear brand will be sold in 15 doors in China, including shops-in-shop in major department stores as well as branded Hue boutiques in shopping malls, beginning in September. The first Hue store will open in Shanghai, followed by Beijing, Shenzhen, and Chengdu, and will offer a wide selection of fashion leggings, tights and socks.
Julia Townsend, executive vice president and general manager at Kayser-Roth, said the expansion into China will grow the brand’s global footprint.
“It was a natural expansion for us. Not only does the Chinese consumer have an affinity and curiosity for western labels, they are forward thinkers when it comes to fashion,” said Townsend.
Hue has been placing “great emphasis” on international growth over the past several years, and the brand is currently sold in Canada, Mexico, Spain, Australia and New Zealand. Townsend said the company’s initiative in the Chinese market was validated after conducting consumer market research with Shanghai-based Flamingo, a consumer brand consultancy.
“The brand presence in China will bear the same DNA — it’s fun, fresh, fashion [product],” said Townsend. “We did a lot of research to explore the legwear market in China, what the potential was for tights and leggings, usage, preferences and consumer patterns. We even set up a mock store environment and let consumers relate to the product….We offered the same collection of products that are sold in the U.S. and created product specifically for China, product that’s important to Chinese consumers.”
As an example, she singled out python-print leggings, which have “great appeal” to Chinese consumers.
“The Chinese woman is advanced and fashion-forward in her taste level in terms of legwear, much more so than the U.S. consumer….There are a lot of nuances about the Chinese customer….She’s crazy about snake prints, laces, and the department and specialty store consumer in China wears fashion tights and leggings far more than American women do,” observed Townsend.
She further noted that resizing the Hue legwear program for China was essential.
“We did develop specific sizing for China. I think we learned from the benchmark of many other companies that unsuccessfully took the same fit and sizing used in the U.S. market to China,” she said.
Hue will rely on its partnership with E-Land Group China to grow an extensive retail network and create a premium shopping experience. E-Land Fashion China operates more than 5,000 shops in Mainland China with 42 top brands, including partnerships with Kate Spade, New Balance, Berghaus, Nike Golf, Guess Jeans and Wrangler.
A first-year retail sales projection was not available, but Townsend said the potential is “huge” for expansion of the Hue brand into China, the world’s second-largest economy.
Regarding marketing to the Chinese consumer, plans include an advertising and social media campaign, as well as public relations and celebrity partnerships. A high-profile event is being planned. No further details were available.
“Celebrities are very important in China, and a celebrity event will be extremely important to the launch,” she noted.
The annual Veuve Clicquot Polo Classic in Pacific Palisades this weekend drew Kate Hudson, Tracee Ellis Ross, Laura Dern and more. See pictures of the star-studded event on WWD.com. (📷: @chelsealaurenla) #wwdeye
In his new book “Hollywood Royale,” Andy Warhol’s Protégé Matthew Rolston celebrates the Eighties revival of Hollywood glamour. Featuring more than 100 portraits taken by Rolston from 1977 to 1993, the book contains photos of icons like Michael Jackson, Cyndi Lauper, and @drewbarrymore, pictured here in 1991. “Hollywood Royale,” out today, will be accompanied by an exhibition opening at Los Angeles’ Fahey/Klein Gallery on March 1. #wwdeye
"Nowadays when life is not so happy with everything going on in the world, I think people come to me for a little bit of whimsy and color and fun." - Designer Rebecca De Ravenel on her cult-favorite jewelry line. (📸 : @vsteves) #wwd40
“Everyone is talking about how the retail industry is struggling, but I think it’s an incredible time because brands who are doing something different and innovative are setting themselves up for the future,” said @adamgoldston, who founded the luxury athletic brand @apl with his brother @ryangoldsten. The Goldston’s are part of WWD’s 40 under 40: a group of industry notables. See the rest of the list on WWD.com. (📷: @vsteves) #wwd40
@eyeswoon blogger Athena Calderone debuted her first-ever cookbook, “Cook Beautiful,” which is heavily centered on the presentation and visual expression of food. Pictured here are her miso glazed carrots from the book. Get the recipe on WWD.com. (📷: @johnny_miller_) #wwdeye
“It’s passion that helps get anybody to a certain point and it’s what’s propelled me,” said Kith founder @ronniefieg, one of WWD’s 40 under 40: a group of industry notables who are changing the face of retail, fashion and beauty. Fieg, who opened a Manhattan flagship on October 7, began his career at age 13 as a stock boy and salesman for footwear chain David Z. “I think staying true to [my] beliefs, hard work and passion have gotten me to where [Kith] is today.” See the rest of the 40 at WWD.com. (📷: @vsteves) #wwd40
25-year-old @samweaving is about to break out this fall, starring in Netflix’s horror film “The Babysitter,” fittingly out today on Friday the 13th. That’s not the only place you’ll be seeing her, though — Weaving’s got a role Showtime’s “SMILF” and another alongside Frances McDormand and Woody Harrelson in “Three Billboards Outside Ebbing, Missouri.” Though she’s got a full plate at the moment, there’s one role she’s got her eye on: Marilyn Monroe. “I’m a little too young at the moment, but it’s on my bucket list,” the actress told WWD (📷: @dandoperalski) #wwdeye
BFF's Poppy Jamie and Suki Waterhouse celebrated the launch of their bag line Pop x Suki at Nordstrom last night. "The line is really about our friendship, and how we are so different but complement each other," said Waterhouse. 👯 (📷: Katie Jones) #wwdeye
After designing the new @louisvuitton and @bulgariofficial flagships and a @chanelofficial boutique opening in Japan, @petermarinoarchitect has another project on his plate: The Lobster Club. Located in the Seagram Building, it’s the famed architect’s first restaurant project in New York, serving up modern Japanese brasserie-style cuisine. Bronze hues, bespoke material detailing, blush and chartreuse tones and a heavy emphasis on Picasso can be seen throughout. Mark your calendars for Nov. 1 for the much-anticipated opening. (📷: @clint_spaulding) #wwdeye