Chengdu gets Chanel touch

Chanel replicated its new collection The Modernity of Antiquity by Karl Lagerfeld for local customers and celebrities in Chengdu, Sichuan province on Nov 7. [Photo provided to China Daily]

Doing the Paris show in Chengdu with Chinese celebrities is a good way not only to influence existing customers, but to develop new customers, he says.

To connect with the show, from Nov 8 to 19 Chanel redecorated its boutique at the Chengdu IFS.

The "Greek columns" in the store had Lagerfeld's sketches of the designs projected on the them. There, customers could watch the videos of the show in Paris and the brand story.

Though shopping online has become a trend, European luxury brands still care much about the customers' shopping experience in stores.

"Social media is a way to communicate, to create a dream," says Pavlovsky.

"We are not doing fashion e-commerce. E-commerce maybe efficient to sell products, but is not a good way to build brand image.

"We don't sell huge amount of bags or shoes on line. We need the customers to understand the products.