Liberty believes that China represents a strong and buoyant new market opportunity. We have a level of brand recognition with China and a customer base that values our British Brand Heritage, our unique designs and colour palettes and our originality. Cur- rently China represents less than 1% of our global sales. As markets around the world come under economic pressure the growth potential of the Chinese market is a very positive and attractive opportunity to a business like Liberty.
To date we do not have any Chinese customers outside manufacturers acting on behalf of European and American brands. In preparation for working with Chinese customers, we have spend several weeks visiting and researching the market, understanding the cultural and fashion differences and researching potential customers.
I first visited mainland China in March 2011 – so very recently. I have since visited in June and September. I have been to Hong Kong many times, the first time over 18 years ago. I believe that the Chinese creative industry is growing at a fast rate. The Chinese are a population that appears to embrace learning and knowledge. We now see many Chinese travelling, studying abroad and sharing ideas and knowledge with other cultures. There is no question or doubt that the Chinese creative industries will continue to prosper and grow stronger every year – it is an exciting emerging industry.
Creativity is all about individuality, freedom of expression and the confidence to experiment try new things and take risks. Imagination is the ability to think independently and a willingness to take risks. I believe the Chinese must celebrate their history, heritage, culture and unique attributes and allow this to influence and show in their creative pursuits. The Chinese government are already very supportive of the creative industries and I have met during my recent trip University lecturers, Designers and business entrepreneurs who are all supportive of and supported by the Chinese Government. China must continue to support and nurture the Chinese creative talent pool to create a truly vibrant and unique creative interpretation that is then shared with the rest of the world.