'Made in China' is changing

That's according to Simon Pickering, the director of global product sourcing for House of Fraser.

An external view of House of Fraser store in Oxford Street in London. [Photo: IC]

The message reflects a transformation in the way in which Chinese manufacturing is seen in Europe.

In the last year alone, pioneering projects in Chinese aviation and aerospace, telecommunications and information technology have hit the headlines around the world.

Now, another type of Chinese product is in the new – luxury goods.

That’s because Mr Pickering was speaking as House of Fraser (which is based in Britain but Chinese owned) revealed plans to stock Chinese luxury brands across its 59 stores.

Offering Chinese brands to British customers could give the troubled retailer a much needed boost, and a chance to stand-out from the competition.

It should also serve to further change people’s perceptions of ‘made in China.’

The exact details of which labels will be stocked haven’t been revealed yet, but they’re expected to include some of the most popular luxury goods amongst Chinese consumers, and be featured across the chain’s 59 stores.