The Challenge of Multibrand Boutiques in China

SHANGHAI — By all accounts, Chinese consumers are growing more sophisticated by the day, eager to discover niche brands and in unique settings. One wouldn’t necessarily be able to tell that from the many multibrand stores that have struggled to take off in the country, however. This summer, the storied Italian retailer 10 Corso Como became the latest high-profile victim when it unceremoniously closed the doors to its Shanghai store, thereby ending its China footprint, a partnership with fashion conglomerate Trendy International Group. There were a few things off with Corso Como’s foray into China, which began in 2013. Its Shanghai store, while located on Nanjing Road, was cut off from the main shopping strip where a string of major malls like Plaza 66 and Kerry Centre sit. “While in one sense it has a good location because it’s opposite Jing’an Temple, there isn’t anything around there,” said Jennifer Mak, a designer and brand consultant, describing the five-floor stand-alone building that was located at a busy intersection. “By crossing the road to reach there, you’re making a trip that’s very intentional. It’s not like after you shop at Plaza 66, you’re like, ‘Let’s pop into 10 Corso Como,'” she said. But an awkward location

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