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Vera Wang to Show Bridal at Shanghai Fashion Week

The designer has been aggressively penetrating the Asian market in the past few months and last week opened a store in Hong Kong.

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In anticipation of a Shanghai boutique expected to open within the next three months, Vera Wang will participate in Shanghai Fashion Week on Oct. 19, showcasing her bridal and ready-to-wear collections.

This story first appeared in the October 9, 2012 issue of WWD.  Subscribe Today.

The Shanghai store is slated to be 4,752 square feet and will span two levels. It will feature three bridal lounges and a VIP suite, with a separate entrance from the parking garage, according to Mario Grauso, president of Vera Wang. He anticipates the store, based at number 245 Madang Road, will open in late December, or early January. The store will be designed with a glass facade with blackened steel accents. It is similar to Wang’s other stores, which have polished concrete floors, dark walls, timber veneer walls and blackened steel thresholds and accents.

Vera Wang has been aggressively penetrating the Asian market in the past few months. Last week, it opened a 1,200-square-foot store in Hong Kong at 39 Staunton Street. That store has three levels of shopping space, an office, two bridal lounges and an outdoor patio. Wang plans to open a Beijing boutique in 2014.

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This past summer, Wang opened her first freestanding bridal store in Japan in the Ginza neighborhood. The 1,355-square-foot store followed the opening of bridal boutiques in London, Moscow, Sydney and Seoul.

Grauso, who plans to attend the fashion show in Shanghai, is optimistic about prospects in China.

“The Asian bride is looking for real fancy and important dresses from us,” said Grauso. He noted that the company offers rentals in Japan, but those are more of the classic styles. He doesn’t plan to do rentals in China. In Shanghai, some brides wear three different gowns during their wedding, he said. There’s the classic white dress and the red wedding gown and they often change into an evening gown. “Culturally, it’s a tradition to wear a red dress. It’s good luck,” said Grauso. Wang has designed a full assortment of red dresses.

Stateside, Wang will open a store in San Francisco in the next 10 weeks, and is about to agree on a space in Miami. “We’re also looking to open in Texas,” said Grauso.

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