Not long after more axpensive luxury like LV and Dior entered the Chinese mainland,more moderately priced European fashion retailers followed suit.Labels suchas Zara from Spain,H&M from Sweden,and C&A from Germany are now well intocarving out their market share.
On April 12, 2007, from 6 a.m. to 9p.m.,in Shanghai a long queue of ready buyerswaited at the doors of the newly-openedoutlet of the Sweden-based H&M (Hennes& Mauritz AB) on Huaihai Road. Local me-dia reported that due to the crowd five po-lice wagons and more than 20 officers weredispatched to keep the way clear and main-tain order. An ambulance was even on site.
Costs may have been high for those whochose to shop at that H&M on the first dayof business. Due to customer traffic controlmeasures, patrons waited more than 30 min-utes to enter the store, then another 30 min-utes to use a fitting room.
Some may be familiar with this wildshopping experience. On February 1, 2007,when Zara, a label of Inditex Group, oneof the world's largest fashion distributors,opened its first Beijing outlet, it was prettymuch the same scene. Responding to thereasonably-priced luxury brands, manyshoppers could not control their buying im-pulse. Women's one-piece dresses rangedfrom 199 to 499 yuan, men's jackets andsweaters were between 99 and 199 yuan,and children's outfits were priced at 149yuan. During Zara's seasonal sales, it canoften take customers nearly an hour just topay for their chosen clothes. ......