.Missoni's CEO Livio Proli discusses the potential of China for the company, which is introducing a new store concept in Shanghai.
Proli cited “huge opportunities” not only in China but also in the Asia Pacific region going forward. Previously, only the M Missoni label, now frozen, was sporadically available in China through local distributors. The executive admitted the brand awareness is “low, but the reputation is good with those Chinese clusters that do know the Missoni brand through their trips abroad. We are recognized as a luxury label.
Missoni is relying on a company branch set up in Shanghai earlier this year, and “a very strong local team of young colleagues with a passion for the brand, with extraordinary skills and resilience, who are technologically prepared. We don’t want to decide things from here, we bring the values and the heritage of the brand, but they help us to engage the market.
In March 2022, Missoni will open a store in Chengdu, a city of more than 14 million people, which, he pointed out, has a strong Gen Z, fashion-oriented population.
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