25 Feb '11, 10am

China shifting to no-logo luxury says Chloe CEO: SHANGHAI - THE tastes of China's wealthy are shifting away from...

SHANGHAI - THE tastes of China's wealthy are shifting away from designer goods with flashy logos to more understated luxury brands, the chief executive of French fashion house Chloe said on Friday. That shift has helped Chloe become one of the Swiss luxury goods company Richemont Group's fastest-growing labels in China, its CEO said. 'China has been very fast at picking up the most well-known brands,' Geoffroy de la Bourdonnaye said in a group interview. 'But they are now looking for the brands that are not necessarily on the top of the radar screen. They're looking for new interesting brands that bring something that other brands don't bring.' De la Bourdonnaye was in Shanghai for a fashion show marking Chloe's fifth anniversary in China, which is expected to become Chloe's number two market after Japan within two years. China is the world's fastest-growing market for lux...

Full article: http://www.straitstimes.com/BreakingNews/Lifestyle/Story/...

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