Next March, Otte, a small boutique chain in New York City, will open up a store in Shanghai — its first outside of the East Coast of the U.S. The reason? Over 50 percent of Otte’s online customers are Chinese, residing in either the U.S. or in China.
The success of Otte with its Chinese customers speaks to the importance of social media for fashion brands. Since starting their Weibo account from 4 years ago, Otte’s following is now comparable to other bigger ecommerce sites, such as, Shopbop and Revolve.