HELLO SHANGHAI: Bagsnob.com partners and Taiwan natives Kelly Cook and Tina Craig are preparing to launch a Chinese edition of their handbag blog in June. “It was always in the back of my mind because I read Chinese and I speak it,” Craig explained. “Our readers there have asked, but I never felt the time was right until I came out of the shows in Milan and there were Chinese paparazzi waiting for me outside.” Published in both simplified and traditional Chinese characters, the blog will offer daily content specifically for China as well as translations of Bagsnob’s American posts tweaked for the Asian market. “It’s a whole separate site with its own revenue stream,” Craig said.
Cook’s husband, Richard, is building the site, and Craig hired a staffer in Shanghai to help manage it. “Once a day I’ll do something on educating the Chinese consumer on Western luxury goods — that’s what they want,” Craig said. “I’m going to write about brands that are edgier and very cool, like Proenza [Schouler], Bottega [Veneta], Derek Lam, [Alexander] McQueen, Thakoon.
“China is ready for it. They are very sophisticated, and the average luxury customer buys two luxury bags a year compared with one in the U.S. Chinese women are so chic, I have to think about what to wear to take my son to summer school in Taipei.”