Eastern Promises

New Zealand fashion designer Claire Barker launched her flagship store in 2007 in the heart of Auckland's fashion district. Her latest spring/summer collection has graced countless newsreaders on premier television channel TV3 and garnered intense interest from consumers and buyers alike. Next growth area is Australia, right? Not necessarily says Barker, who has set her sights on Beijing and Shanghai.

China now has over 300 million middle class citizens who can afford to regularly spend their considerable discretionary disposable income on their appearance. The vast majority of these live in the eastern and southern cities particularly Beijing and Shanghai which alone has a population of approximately 27 million.

My garments are designed to be elegant, feminine and affordable so they are attractive to women who seek these features. Chinese women, particularly in the larger cities, are now very cosmopolitan, fashionable and appearance conscious. However they are also still attracted to western fashion labels especially the boutique brands as they then feel more unique in their appearance.

Chinese women have also historically had a love affair with silk and chiffon which comprise the bulk of my ranges while also incorporating the finest cashmere woolen coats, scarves, skirts and sweaters for the colder months.

Shanghai in particular has always had a very strong western influence with many parts of the city constructed in classic western styles common to England, France and Germany, therefore people have a natural affinity and admiration for western culture and styles.

As I was born and raised in Shanghai I speak the local dialect known as Shanghaiese which is not understood by other Chinese as well as the national language Mandarin. This will obviously be a very useful tool when working and negotiating with businesses in the region.

The Chinese people are also very sociable and enjoy regular dining out and other social entertainments such as clubs, theatres and public occasions where they like to dress and present themselves as elegantly and feminine as possible.

For most city Chinese women even going to the local mall is something to prepare for and present yourself in the best way possible so I believe all these factors place my designs in a very favorable environment. I'm looking forward to the exciting challenge!