What is the relevance between Shanghai and fashion? According to LVMH Greater China President, Andrew Yue Wu, being an international city of fashion is a prominent positioning of Shanghai.

(Andrew Yue Wu, LVMH Greater China President)

Fashion career in Shanghai

Wu loves to talk about fashion. For him, fashion has a subtle but positive impact on Chinese young people. “After decades of exposure to fashion elements, young people will not necessarily become fixed consumers to certain brands, but as their aesthetic appreciation improves, they will become more confident. Plus, due to the economic growth, we have today what we call the ‘Chinese fashion’. Chinese youngsters are now chasing the trend together with all young people across the world.”

Born in Shanghai, Wu moved overseas in his early adult years. In the spring of 1993, a speech given by Zhu Rongji (then vice premier of China) in Toronto impressed him, which spurred him to go back to Shanghai. That year, when China’s high-end retail market started, he came to Shanghai to build Dior’s China team and direct retailing. Due to that opportunity, Wu witnessed the transition of China’s luxury market from nothing to thriving. “I still remember we rented a banquet hall as our office that summer to make plans for Dior’s retail outlets. Everything is difficult in the beginning, but we blazed the ground,” said Wu.

As he believes, since China launched the reform and opening-up policy, Shanghai has played a crucial role in the country’s economic transformation. Wu’s career in fashion is also related to Shanghai. Since joining LVMH, he has encouraged his international peers to recruit more Chinese executives, cultivate Chinese talent, develop localized industrial models and sustainable businesses, thus improving the whole industry and the market environment. That has helped Shanghai to become a capital of fashion. Moreover, LVMH has directly created tens of thousands of mid and high-end jobs and significantly promoted the upgrading of surrounding industries and commercial supporting facilities.

(Andrew Wu is honored with the Shanghai Magnolia Silver Award)

As the first Asian top manager in the global luxury fashion industry, Wu has been conferred as one of the most influential Chinese in the global fashion industry by Forbes and The Business of Fashion. In September 2020, he was also bestowed with the Shanghai Magnolia Silver Award, which as he said should be owed to the past 27 years in Shanghai. The honor is for the whole industry, he added.

(Andrew Wu’s message after winning the award)

Confidence in China during epidemic

The COVID-19 epidemic has been a sudden hit to the economy and people’s life. On January 27, on behalf of its 160,000 employees around the world, LVMH announced its donation plan to the Red Cross Society of China.

“It coincided with the Chinese New Year. Including myself and the international senior management team, during that weekend, we were studying the situation and kept in close communication, so the decision was fast.” The quick move also promoted the subsequent participation of the international fashion industry. For Wu personally, during the week, he happened to be in Canada visiting some relatives. He was also wondering what he should do. At the beginning of February, Wu decided to return to his “battlefield” and bought a flight ticket to Shanghai in mid-February, though his decision was unwise in his friends’ and relatives’ eyes. Wu said he returned to Shanghai due to his sense of responsibility for his team, and his confidence in China and Shanghai. Having experienced SARS 17 years ago, he knew that China has learnt from past lessons. Impressed by the attention to information, knowledge and professional guidance during the COVID-19 outbreak, he is confident in Shanghai’s anti-epidemic reaction and measures.

Apart from sending supportive messages and donating masks, Wu and his company has made a brave decision: all brands under LVMH should maintain operational in large and mid-sized cities across China, except in Wuhan. As he recalled, “Actually in February, there were no consumers in many shopping malls. But, except in Wuhan, our 40 brands were still open. As I put it, retailing is a city’s face, which represents our confidence. At that moment, big companies must shoulder their responsibility to support society.” In late February, LVMH sponsored a donation of medical supplies from France to Wuhan.

Starting from mid March, LVMH’s brands took the lead in recovery by launching retail promotions in China. Dior became the world’s first leading luxury brand to open a heavyweight retrospective in Shanghai in late July. In early August, Louis Vuitton moved its latest products’ world premiere from Paris to Shanghai, as the world’s first leading luxury brand to do so.

“Holding major events was no easy task. Starting from mid-March, especially in April and May, the epidemic was at its worst in Europe. Work and school were suspended in many places. International exchanges stopped. Many of our professionals are based in the French headquarters, none of whom could fly into China. It was our Chinese team that delivered the amazing task from planning to execution,” said Wu.

Looking back, Wu said he made a wise decision to return to Shanghai during the epidemic. “Shanghai, a metropolis with 25 million people, has made a quick recovery. No matter from a personal perspective, or as an international brand, I am honored and happy to be involved in the city’s anti-epidemic fight.”

International fashion turns eye on Shanghai

Over recent years, Shanghai’s aim of becoming a capital of brands, fashion and design has presented a great opportunity for itself. When asked why Shanghai is more favored by the international fashion industry, Wu said that it is because of the city’s urban charm and the continuous communication and interaction between the enlightened government and enterprises. “The advantages of Shanghai’s business environment have been highlighted once again during this epidemic. The government is constantly interacting with companies to understand the needs of the industry, providing effective help and continuously improving its ability and quality when serving companies.”

The world is fluid, and the fashion industry is especially an industry that requires a double cycle. According to Wu, that cycle “is to continuously promote the connection between China and the world, which is in line with the spirit of the CIIE.” As he revealed, this year, LVMH Group will still be a participant of the fair but will showcase itself in the France Pavilion. “For our industry, participation in the CIIE must first be displayed in the pavilion, and more importantly, we must promote the CIIE spirit to the entire Chinese market. More than 40 brands under LVMH Group have established direct contact with Chinese consumers, so the focus in the future is to study how to better serve Chinese consumers directly and satisfy their demands.”

“There is no doubt that Shanghai has become the headquarters of international luxury brands in China and is moving towards becoming the regional headquarters of the industry.” Wu will keep doing his bit in contributing to Shanghai and China’s ascent in the global fashion arena.

(Story/Zhao Chunyuan)

(Translation/Wu Qiong)