Business Intelligence on Retailing, Franchising, and Consumerism in China

China's First Superga Sneaker Store Opened In Shanghai

Italian sneaker brand Superga opened the brand's first outlet in mainland China at a new specialty store at Shanghai Jiu Guang Department Store.

According to Marco Boglione, founder and chairman of BasicNet Group, Superga made the first pair of sneakers in Italy in 1925. Its products feature simple design, functionality, casualness, and rich colors, which suits the characteristics of Asian consumers. Boglione said the young generation of Chinese are not only full of energy and fashion sense, but also attach importance to traditional culture.

Though it is the first time for Superga to develop the Chinese mainland market, this brand has already gained its popularity in Europe and America. In Italy, three out of five people reportedly own at least one pair of Superga sneakers.

This new Shanghai Superga store will provide the classic shoe series as well as products made in unique patterns, fabric materials, and decorative designs. It also has products for children and babies.

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