Hengdian is reportedly working on a "made in Italy" brand aimed at the Asian market. According to some sources, the Chinese giant, active in numerous sectors, from cinematography to clothing, would like to make its By Creations brand a competitor of the Made in Italy giants such as Ermenegildo Zegna and Armani, with very low purchase prices .
The Chinese company's sales strategy focuses entirely on online and relies on numerous Italian suppliers for the shape and production of the clothes. According to Albert Zhou, president and founder of By Creations, the company will be able to offer a men's suit for 6-8 thousand yuan (730-980 euros) which, with the Ermenegildo Zegna brand, would cost at least 20 thousand yuan (2.400 euros). .
