New look for spring.

Spring is important to retailers, being a time to introduce new brands. Shopping malls in Dalian are busy preparing the launch of spring collections.

In its effort to upgrade and transform, Le Mackay's Dalian main store has introduced well-known ladies' fashion brands such as Sunview, Marisfrolg, 22, Mind Bridge, Euro Angels and Hailansi.

Men's classic leisurewear brands including Hush Puppies, ZASCLA and LOYOU have also made a splash.

The appearance of such high-end brands testifies to the efforts by retailers to upgrade by introducing more branded goods and fine-tuning their businesses. This also shows the penchant which Dalian consumers have for "big names".

While attracting a host of top-end brands to join them, shopping malls also actively introduce exclusive brands which can best give play to individuality and creativity.

At leading mainstream department stores such as the Xintiandi store in the Friendship Shopping Centre, exclusive ladies' fashion brands such as Bazaar, SING STAR and EOCO account for 30% of all brands.

Among them, SING STAR, inspired by a distinctive Victorian imperial style, combines international popular elements with the gentleness and softness of the oriental female figure, merging fashion features of East and West.

As for exclusive men's brands such as Vicutu, Lozio and Aoniludan, these are either formally stylised or consist of elegant leisurewear.

Retailers are beginning to develop their unique corporate culture and their own characteristics. By so doing, they have attracted a large customer following.

Clever shop layout catches the eye

The layout of brand boutiques is of paramount importance to the whole shopping mall, and indeed the total shopping experience.

The menswear section is dominated by grey and dark blue tones, but the bright, colourful and sunny second floor of New Mart's Qingniwa store has successfully attracted the attention of consumers.

On this upper floor there are pastel coloured T-shirts, light yellow trousers and belts with brightly coloured patterns. According to the store, these items are offered by Jack Nicklaus, a new brand promoting the famous golfer and specialising in outdoor leisurewear and accessories. Products mix and match bright, soft and sensual colours.

Also on the second floor is Italian boutique store, Police. Products such as the light-metal thick-framed sunglasses, stainless steel rings and avant-garde necklaces embrace all the elements of the latest minimalist styles.

from Jasmine Lo, Dalian Office