Having kept a low profile in China since its entry in 2012, Italian luxury menswear brand Brioni has come under the media spotlight by launching a series of new storefronts in several Chinese cities in less than six months (most recently, in Shenzhen and Wuhan in early January). Behind this rapid expansion is Brioni’s ambition to gain traction in the mainland’s menswear industry. But the move also shows how, with the rise of a new generation of consumers, market dynamics have reshaped the industry. Read the full article from 06 April 2022 on Jing Daily here.
