Couturissimo Launches in China, Previews New Collection

SHANGHAI – Couturissimo, the one-year-old brand backed by the Asian Couture Federation [ACF] and charged with a mission to democratize couture, formally introduced itself to Chinese consumers Friday with the launch of a pop-up store.
The week-long pop-up in Huaihai Road’s K11 Mall is designed to allow consumers an opportunity to get up close and personal with Couturissimo’s current season garments, which are normally available via the brand’s online platform but are also increasingly appearing at trunk shows, as well as boutique-in-boutique and pop-up concepts around Asia and the rest of the world.
According to the brand’s founder, Dr. Frank Cintamani, who is also founding president of the Asian Couture Federation, Couturissimo is looking to an online-to-offline strategy in order to attract a wider customer base. As well as K11, the brand is working with Lane Crawford in China and is also in talks with Harrods and Selfridges in London.
“For quite a while people have been debating what is better, offline or online. I think the answer is to have both positions, in an intelligent manner. I think brick and mortar has been challenged quite dramatically, so for us not to have to go straight into only standalone boutique, but working with retail

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