China’s luxury market took a hit in 2022, ending a five-year run of growth in the region as it faced the aftermath of lengthy lockdowns and heightened Covid-19 measures. However, as 2023 progresses, it appears the sector is once again on its way up, as brands and retailers cautiously emerge from confinement and begin to reinvent themselves for both the domestic and global industry. This is according to Bain & Company, which forecasted that China was expected to see positive conditions already return before the end of Q1 this year.
This optimism is something that showrooms in China are beginning to latch on to, as displayed in a slew of fashion industry events that have resurged after three years. Marketing agency Dia Creative Communications is one of those relying on the growing anticipation of the year ahead. The company once again took to the fashion season with the launch of its Tube Showroom concept, a project it initially debuted in 2015 that looks to showcase and promote young designers by connecting them with a wider network of brands, media and sales channels – contrasting the traditional function of a showroom.
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