Balmain’s Little Secret

January 27, 2010 • Fashion


Thinking of buying Balmain clothing cheap? You might want to take a quick trip to China.

Balmain has been quietly testing lower-priced items in the newest fast-growing markets, such as China and Southeast Asia. The plan is to put freestanding boutiques and shop-in-shops in Beijing, Shanghai, Seoul and Bangkok. Projects for 2010 also include corners in Bergdorf Goodman and Harrods.

“I feel that if we extend the distribution too much on this line, we might endanger the exclusivity our customers have the right to expect from our brand,” said Balmain chairman and CEO Alain Hivelin.

Balmain already quietly sells a Mongolian cashmere range in China and will soon test Blue Label, an apparel line for fall/winter licensed to French producer Balness. This collection will be priced 40 to 50 percent less than the top line.

This wouldn't have anything to do with the newly remodeled store flagship store now, would it?

-Taneisha Jordan



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