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Flash! Luxury consumers look beyond logos
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Coach's new collection
Chinese consumers are gradually looking beyond logos and nowadays don't need them plastered everywhere on a handbag. That's a switch for the ladies. Check out Mulberry and Coach, writes Michelle Zhang

Bags in bright hues with futuristic touches of metallic shades exude a feeling of playfulness, and they're must-haves this summer. The English brand Mulberry and US brand Coach recently launched city stores introducing these quirky, chic accessories.

Mulberry, a classic luxury leather goods manufacturer, opened its first store on the Chinese mainland at Plaza 66. The brand is best known for its "artisan" approach to leather accessories, creating bags that combine traditional handicraft with stylish, understated design. Back in England, Mulberry bags are favored by style setters such as Agness Deyn, Kate Moss and Lily Allen.

"We have noticed there were always a large number of Chinese mainland customers in our stores in Hong Kong and even in London," says Vanessa Lunt, communications director of Mulberry. "In February, during the Chinese New Year, there were lots of Chinese customers in our London flagship store on Bond Street. Seeing the opportunity, we think it's time for us to start up on the Chinese mainland."

According to Lunt, people used to think that Chinese people only loved logos when it comes to luxurious goods. However, this has gradually changed in recent years. "They have come to understand that you don't have to have logos everywhere, the quality speaks instead," she says.

In her words, Mulberry bags are more "under the radar." They are made in enduring styles with fine leathers, such as polished patent, luxurious goatskin, ostrich, Mulberry's signature vegetable-tanned Darwin leather and butter-soft Italian grain leather.
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