MILAN — Premium luxury brands already offer shops for China’s elite consumers, but a new effort is being made to take Italian fashions to China’s ballooning middle class, and to give small to medium-size Italian brands — with reasonably accessible prices — an unprecedented shot at jumping the commercial and cultural hurdles necessary to enter the Asian country’s second- and third-tier cities.
The Camera della Moda, which organizes Milan Fashion Week, and the shopping center arm of the Chinese Chamber of Commerce sealed an agreement in Milan to export the “Italian style of life” to China, beginning with commercial collaboration for fashion, but extending, down the road, to food and furnishings too.
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