Chinese consumers divided over Balenciaga’s ‘Made in China’ revelation
Chinese consumers express pride and disgust when they learn the Parisian label’s US$850 Triple S sneaker was actually made in Fujian
This article was written by Yiling Pan and originally published in Jing Daily
For luxury brands, many of whom pride themselves on their European heritage, or as American success stories, having items made in China is often controversial. Moving part of their production to China can significantly lower costs – including transportation costs, now China is the leading market for many luxury brands – but companies often prefer to keep such moves quiet due to the perception that items made in the People’s Republic are of lower quality.
This dilemma has taken on a new twist as Chinese consumers become more proud of their country, something that came to light after news broke recently about Parisian luxury label Balenciaga.
“It would make me feel much better if the brand came out with the truth before being questioned by a foreign buyer. Now I suspect even things labelled ‘Made in Italy’ are actually produced in China!”
According to fashion trend site Highsnobiety, Balenciaga admitted to one of its buyers via email that production of its signature Triple S sneaker has been outsourced to factories in China. Despite the move, the shoes will continue to be sold at US$850 per pair.
Designer Demna Gvasalia, Balenciaga’s creative director, launched the Triple S sneaker during the 2017 Autumn/Winter Paris Fashion Week. The elaborate sneaker immediately became one of the most coveted shoes among global fashion lovers. In China, Triple S sneakers are a must-have product for millennials, who nicknamed them “Daddy Shoes” because they resemble the shoes their parents wore in the 1980s and 1990s.
The Made in China revelation came as a shock to Balenciaga’s Chinese fans, sparking heated online debate. A great number of customers reacted negatively to the news. Firstly, they were disappointed the change wasn’t disclosed to shoppers.