EMPORIO ARMANI and HUGO BOSS among the worst perfoming luxury brands in China

While most international luxury brands are thriving in China, opening new locations almost on a monthly basis, some brands are underperforming. One such brand is German HUGO BOSS which has closed three stores in China over the past three months, mostly due to poor sales. EMPORIO ARMANI, the second line of GIORGIO ARMANI SpA is also reported to register disappointing sales in its stores in China, most blaming the fact that the majority of the products are made in Asia, including China and Chinese consumers often associate ”made in China” with counterfeit products. It remains to be seen how EMPORIO ARMANI will be adapting to the Chinese market to lure the growing wealthy youngsters.