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Chinese luxury shoppers calling in professional home organisers to tidy up their wardrobes – but they’re no Marie Kondo
- Home organisers are bringing order to the chaos of many rich Chinese shoppers’ houses in an industry projected to reach US$15 billion this year
- But they won’t persuade their clients to bin that Louis Vuitton handbag or Gucci dress – instead they teach ‘the way to retain’
Reading Time:3 minutes
Why you can trust SCMP
The discovery of a Burberry jacket she does not recall buying proved to Chen Rui that she was right to have brought in experts to manage her out-of-control luxury wardrobe.
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“How did you find this?” the 32-year-old asked the crack team of “home organisers” who unearthed the jacket from a heap of clothes pulled from her wardrobe in a slick flat in Beijing, China.
China’s breakneck growth over the past four decades has led to a surge in conspicuous spending, with the newly moneyed lavishing cash on coveted labels to increase their status. A third of all luxury spending globally is by Chinese consumers, according to consultancy firm McKinsey’s 2019 China Luxury Report.
So far, the pandemic appears not to have dulled their desires – but yesterday’s Singles’ Day, the world’s biggest shopping day each November 11, will be closely analysed for an idea about the state of Chinese consumer sentiment.
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In the era of the couch shopper, however, there is also a downside to chasing fashion.
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