28 Feb '14, 9am

Loewe brings touring exhibition to Spain, China exclusively

Loewe brings touring exhibition to Spain, China exclusively

Loewe Fragments of a Story exhibit Spanish leather goods maker Loewe has unveiled a touring exhibit that will stop solely in cities within China and Spain. Loewe’s “Fragments of a Story” exhibit, which focuses on the turning points in the brand’s history, opened in Hong Kong first on Feb. 27. The brand’s choices of destinations point to a strong following in China, as well as the ever-growing importance of the Chinese consumer for luxury brands. “I think in China Loewe needs to quickly and deeply embed themselves in the mind of consumers as a brand with deep heritage and history,” said Milton Pedraza, CEO of The Luxury Institute , New York. ”Because Chinese consumers are becoming more discerning. “I do believe that they would benefit from doing the exhibit in North America and in other parts of Europe, but they are prioritizing, and I think it’s smart.” Mr. Pedraza is not ...

Full article: http://www.luxurydaily.com/loewe-brings-touring-exhibitio...

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