[Photo provided to China Daily]

Sharing his observations after 12 years of being in Asia, he says he finds young Chinese are looking to buy new brands, and Chinese customers are becoming more sophisticated.

Peuterey's target is men in the 20-45 age group and women who want good products, good materials and high-end fashion－not just brand names.

"New generations want something different from their parents. Of course, Italy, Japan and the US are the most sophisticated markets in terms of fashion. They have a culture of fashion. And there's still a long way to go for Chinese customers. But the younger generations here are more open to brands, and they look up the trends on the internet. They travel abroad and see what their friends are wearing."