Taking Fashion Online. Interview with Pauline Houl Chairwoman of Club Elysee.

By Mark Andrews

The Bridge. Winter 2016

Club Elysée is a Swiss fashion e-tailer that is successfully making inroads into the highly competitive Chinese B2C market. The Bridge talks to Pauline Houl, Chairwoman, of Club Elysée on how it managed to conquer the Middle Kingdom.

What have been the keys to Club Elysée’s success as an e-commerce company?

Clubelysee.com is a Swiss company with Swiss, French founders and investors. Despite having a collective 40 years luxury industry experience, we realised we needed to build a whole new organization and structure to build a successful e-commerce business in China.

We had a clear vision of how we wanted our business to look after five and 10 years. First, Club Elysée had to have a competitive advantage otherwise there would have been no point in taking on the challenge in one of the world’s most competitive countries. So we found a business model and a method that enabled us to sell new and past collections of luxury goods at a much cheaper price than they normally retailed for in China.

You can read the full article here

Mark Andrews has written about everything from Japanese houses to heli hikes on New Zealand glaciers, test drives of Chinese cars to bar and restaurant reviews. He currently specialises in travel articles and reviews of Chinese cars plus articles about the Chinese auto industry.

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