Posted November 9, 2020 5:28 pm by

China’s luxury shoppers call in the tidy teams

Housewife Chen Rui hired a four-strong team of home organisers to rescue her wardrobe © AFP / NOEL CELIS

Beijing, China, Nov 9 – The discovery of a Burberry jacket she does not recall buying proved to Chen Rui that she was right to have brought in experts to manage her out-of-control luxury wardrobe.

“How did you find this?” the 32-year-old asked the crack team of “home organisers” who unearthed the jacket from a heap of clothes pulled from her closet in a slick Beijing apartment.

China’s breakneck growth over the past four decades has led to a surge in conspicuous spending, with the newly monied lavishing cash on coveted labels to emboss their status.

A third of all luxury spending globally is by Chinese consumers, according to McKinsey’s 2019 China Luxury Report.

So far the pandemic appears not to have dulled their desires but “Single’s Day” on November 11, the world’s biggest shopping day, will be closely watched for an idea about the state of Chinese consumer sentiment.

In the era of the couch-shopper, however, there is also a downside to chasing fashion.

Housewife Chen says her walk-in closet, which brims with brands from Louis Vuitton and Chanel to Prada and Gucci, used to cause frequent arguments with her husband.

“I never abandon any of my collection, I just add to it,” the former art teacher admitted, saying she just loves to indulge. “I see no need to restrict myself.”

China’s luxury shoppers call in the tidy teams

In the era of the couch-shopper, there is a downside to chasing fashion – hoarding consumers assessing where to put all their new acquisitions © AFP / NOEL CELIS

So in desperation, she hired a four-strong team of home organisers to rescue her wardrobe.

The experts in smart black uniforms whisk around her high-end apartment, emptying more than a thousand pieces of clothing and dozens of luxury handbags from her closet.

The team is led by Yu Ziqin, one of thousands of graduates from a home-organising school called Liucundao, which teaches the art of bringing order to the chaos of China’s rich shoppers.

School founder Bian Lichun said there were now more than 3,000 professionals in the emerging industry, which state broadcaster CCTV has projected could reach 100 billion yuan ($14.9 billion) this year in terms of market turnover.

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