By  on October 9, 2018

BEIJING — The Chinese consumer loves luxury, and it loves celebrities, that much is known. But Theory, the American brand that helped pioneer the contemporary category in the West, has its own hypothesis about China.

“If every brand was celebrity-driven, the world would be a boring place,” Andrew Rosen, Theory Inc.’s chief executive officer, said in a telephone interview soon after the brand unveiled a Tmall flagship. “We offer a different aesthetic and lifestyle, and it’s worked for a long time. Based on what’s happening in our business in China, the consumer is reacting really well.”

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