Footwear: French Federation opens pop-up in
The French Footwear Federation (FFC) will open a pop-up next May in Hong Kong to showcase French design. The store, which will be open for one month, is included as part of French May, the local festival dedicated to French talent.
The pop-up store will be opened in the Pacific Place shopping mall and will offer products from eight French brands. It will fit into a very favorable schedule, coinciding with Golden Week, during which Chinese tourists flock to the former British protectorate for cut-rate prices.
The event will follow a few days after France is honored at the Hong Kong footwear, leather goods and accessories trade show Fashion Access.
"Hong Kong is a window to Asia for international brands," according to the Federation. "There are opportunities for niche brands that offer quality, comfort, innovation and design. Hong Kong is also a gateway to Mainland China, and China is seen as a high-potential market for European products, and those from French are very much in demand."
For the FFC, the stakes are high. Some 300 million French shoes were exported to Asia last year (16%). And it comes as no surprise that Hong Kong and China were among the biggest customers, alongside Japan, Singapore and South Korea.
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