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Mar
2014

Luxury watches make the shopping channels

The general business model of TV shopping channels is to sell limited volumes of a product that may or may not be available in a shopping mall, in low limited volumes at very competitive prices. Stock isn’t held and the channel is usually paid before they have to pay the product manufacturer. Its certainly not regarded as a vehicle that would be used by luxury brands; until now.

The poor performance of the luxury watch sector in China in the past 12 months has clearly raised a level of desperation amongst some fashion brands because their products are now being offered on TV shopping channels with very high discounts. Channels in Beijing, Shanghai, Sichuan, Hangzhou and Hunan have been offering watches from fashion and accessory brands Coach, Emporio Armani, Burberry and Versace. As yet the top watch brands have not ventured into this market…

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