Un piéton passe devant un magasin Ochirly à Shanghai, Chine, le 13 février 2012. Un fonds d'actions privé soutenu par le géant du luxe français LVMH Moet Henness
A pedestrian walks past an Ochirly store in Shanghai, China, 13 February 2012. A private-equity fund backed by French luxury giant LVMH Moet Hennessy Louis Vuitton SA has bought a stake in Chinese casual-wear company Trendy International Group, highlighting the rise of Chinese homegrown fashion in one of the worlds fastest-growing apparel markets. According to people close to the matter, L Capital Asia invested about $200 million for a roughly 10% stake in closely held Trendy, which is based in the southern city of Guangzhou. The company directly owns 300 stores and has hundreds of franchises for its four brands, including its largest, Ochirly. Younger Chinese shoppers are willing to spend more than their parents did on freshening up their wardrobes. Sales of clothing and apparel in China jumped to 460 billion yuan, or roughly $73 billion, in 2011, up 15% from a year earlier, and are projected to exceed 800 billion yuan by 2015, according to Boston Consulting Group. It said China is poised to account for 30% of the global fashion markets growth in the next five years. While brands like Ochirly are unknown outside China, they have built large networks of stores within the country and have expanded far beyond the biggest cities.
