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Fashion Flirts With Hotels to Bring Chinese Travelers New Shopping Experiences

For Yang Du, her sales at South Kensington Gallery, which attracts both international travelers as well as Chinese art and design students studying in the UK, was a natural next step after she began collaborating with accessories brand JUMA at the Four Seasons in Shanghai. For that partnership, she participates with a smaller selection of products as part of their bigger, multi-brand display. JUMA, however, didn’t simply stop at pop-up stores. JUMA now has a permanent boutique in the lobby of Four Seasons Tianjin where they will be launching their shoe collection this fall. The brand’s founders Jamil and Alia Juma also began designing soft furnishings for the hotel rooms and spa, including pillows, curtains, and bed throws featuring their signature digital prints and custom textiles. These are sold both online and offline in their hotel shop. For JUMA, the partnership with Four Seasons goes beyond retail, the brand also wants to be an integrated part of the Four Seasons experience “We think it’s a great opportunity to work with Four Seasons hotels as they are in the business of giving a luxurious hotel experience, and our travel-based prints compliment that,” Jamil Juma says. “The Tianjin location has been great for us…it does add to the experience when the customer knows that JUMA designed some of the soft furnishings within the hotel spaces.” Some collaborations are born out of marketing efforts, as in the case of Swire Properties’ The House Collective. It celebrated the launch of its new Shanghai hotel, The Middle House, with a campaign in April featuring China’s “leading cultural tastemakers,” including rising fashion designer Masha Ma. The tastemakers each released a video on social media explaining how their own lifestyle and philosophies fit within The House Collective’s brand and individual hotels. Ma complemented her input with a fashion show at The Upper House in Hong Kong. She says the connection was a natural one for her brand.

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