By  on June 14, 2013

SHANGHAI — Visitors to this city of 23 million often remark that its glittering lights and gleaming skyscrapers, many of which were built in the last decade or so, render it a metropolis of the future.

Which is precisely why Moschino decided to hold an event Thursday evening here to celebrate the Italian brand’s 30th anniversary. The event wasn’t only about honoring the brand’s past, but was even more a celebration of its future, specifically in China, a market that Moschino entered five years ago. The company now has 42 stores in China where, according to executives, more needs to be done to raise consumer awareness about Moschino and what differentiates it from other luxury players that have had a presence in the country for decades.

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