With Fidenza Village, Value Retail eyes Chinese travelers to Italy
by Welcome Chinese
Certification Destinations Europe Italy
china Fidenza Village Italy shopping tourism tourists Value Retail Welcome Chinese
Fidenza Village, the 120-boutique shopping mall managed by Value Retail in Italy, received the Welcome Chinese Certification for its commitment towards Chinese shoppers.
The European outlet company, Value Retail, is not new to Chinese customers. At the company’s Shanghai Village, opened in May 2016, 140 high-end boutiques provide customers with a range of luxury clothing, accessories and furniture at a discounted price. Shanghai Village caters mainly to local tourists, also thanks to its proximity to Disneyland. Only two years previously, in 2014, the first mall in China opened in Suzhou, a popular destination not far from Shanghai.
What foreign eyes may see as unusual that “Made in China” labels occupy an important place at Shanghai Village. At the mall, in fact, several retail shops have adopted a policy to raise awareness towards Chinese luxury brands, thus fighting the stereotype of national products as low price and low quality. The mall even offers professional retail management advice to smaller and lesser-known Chinese designer brands.
Value Retail’s experience in China was a decisive factor when it came to applying for the certification of Fidenza Village by Welcome Chinese. Of course, all the big-name fashion, housewares and lifestyle brands displayed at the mall do not originate d in China. That is the point: Chinese travelers to Western countries are keen to buy Western fashion brands and this is something that is a natural part of the travel a experience.
What is noticeable is that the high-end segment of the market is not the only one pursued by Fidenza Village. The growth of the Chinese middle class is increasingly reflected in a range of expectations when shopping overseas. Because of this, Fidenza Village offers a wide range of brands and retail shops, targeting both the medium-high and high-end segments.
A visit to the Fidenza Village allows to combine a unique shopping experience at more than 120 boutiques, with exclusive services a wide choice of restaurants and high hospitality standard. Many entertainment events are held within the location itself, not to mention the possibility to explore the surrounding area, characterized by its beauty and close to must-visit cities like Bologna and Parma, the latest appointed by UNESCO among the "Creative Cities" network for gastronomy.
Fidenza Village is expected to be the starting point of a wider strategy to implement the Welcome Chinese Standard at the nine malls managed by Value Retail all across Europe. This will guarantee a uniformity of treatment towards Chinese consumers who are interested in a comprehensive shopping experience during their trips to Europe.