Italian fashion house looks to Chinese market

Italian fashion company Cris Conf is planning to expand their business interests in the Chinese market by establishing more stores for different brands.

"This is part of our global expansion strategy for new brands," said Massimo Ambanelli, general manager of Cris Conf, at the Novomania Fair, which is being held at the Shanghai World Expo Exhibition & Convention Center.

"China is considered an important market for us, even though many of the world's well-known brands have entered it," Ambanelli said.

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Cris Conf has developed an expansion plan for the Chinese market based on five years of research, said Giorgio Loviscek, international business development manager of Toy G, a brand of Cris Conf.

The company began operations in the 1980s by creating the brand Pinko, which has become well-known and has achieved extraordinary sales success.

The brand, which has captured a unique market segment worldwide, now has 24 stores in China with three in Shanghai.

"When I was asked to bring Toy G to China, I immediately imagined how to translate the real soul of this up-to-the-minute, stylish, chic and cool Italian brand," Loviscek said.

"Toy G for me is not just an apparel brand, but a real lifestyle proposal, part of the Italian way of life into a collection of garments," he said.

The manager said Cris Conf plans to set up two to three Toy G stores in Shanghai and other cities in China in the next two years by cooperating with local partners.

About 150 stores may be established in China within five years, but the business will be based on partnerships with Chinese companies, he said.