China pulls in foreign designers in bid to build up own brands

Guangzhou

WHEN evaporating profit margins prompted China's Zhejiang Willing Foreign Trading Co to launch its own brand for yoga wear last year, it spurned homegrown talent and turned to a French freelance designer.

"Chinese designers just don't have good taste for foreign markets," said Zhang Tao, assistant manager at the Hangzhou-based company. "Chinese businesses have been good at manufacturing but now we have to change our mindset. Brands are the future."