Affordable luxury 
Folli Follie Group is an international Greek company which is famous for jewllery, watches and fashion accessories. It has a history of 38 years and is now covering a large market share throughout the world in 25 countries with more than 390 exclusive shops. The company applies the integration of manufacturing and retailing to successfully manage global retailing market, establishing a direct connection with customers. They are focusing on satisfy the various needs of consumers’ to the most.
Folli Follie intends to build itself a brand with “full fashion concept”, offering modern jewellery, watches and accessories at affordable prices. It has become one of the most popular brands for the young between 20 to 40. Another marketing strategy of Folli Follie is to take advantage of tourism. Folli Follie has opened dutyfree shops in almost every international metropolitan airports, such as Beijing, Shanghai, Athens, Hawaii etc. It also cooperate with airline companies to have the products sold on the planes, which account for a relative portion of sales volume.
Development in China
Sine it first entered China in 2002, Folli Follie always considers China as a market with immeasurable potential. In May 2011, it sold 9.5% of its stock right to Fo Sun, an investing corporation focusing on increasing China’s dynamic, with regard to developing more quickly and comprehensively in China. The head of Folli Follie said China is becoming the largest consumption market all over the world. It is estimated that China will cover 32% of high-end products markets. With Folli Follie’s market positioning “ Affordable Luxury” ,Folli Follie is sure to enjoy a wonderful future in China. Fo Sun and Folli Follie are working together well to develop the huge Chinese market. It seems combination of new marketing concept and better market works well for Folli Follie.
edited by Amy Wang of daxue consultant in China
