The Shanghai launch of the first full assortment store of Victoria's Secret has more than just fashionistas licking their lips in anticipating - officials of Huangpu district where the store is located, share the same sentiment.

With local authorities hoping to turn the district into a vibrant fashion hub that is home to the world's most high profile brands, the introduction of US lingerie giant Victoria's Secret along the bustling Huaihai Middle Road represents a step in the right direction.

"In Huangpu, the fashion, design and creative sectors are the pillars of economic growth," said Chen Yong, director of the Commission of Commerce for Huangpu district.

"It is also expected that the Victoria's Secret annual show will be hosted in Shanghai in the near future. We aim to make Huangpu a place that features fashion shows and new design events every week," said Chen.

Shanghai Fashion Week, the first and one of the most important fashion events in China, is hosted in Huangpu. The district is also planning to establish a fashion academy that can make a global impact in the near future, according to district commerce authorities' annual work report for 2017.

Analysts said that this focus on the fashion, design and creative sectors will inherently boost consumers' shopping experiences in Huangpu and help rejuvenate the district's retail sector.

"Like many central districts, Huangpu has experienced the pains of losing foot traffic in the past few years due to the shrinking number of residents and the effects of e-commerce. Now, with its focus on attracting young consumers through fashion and design, the district is back on its feet again," said Liu Limin, an analyst with Shanghai-based Hengyu Commerce Consultancy Ltd.

Consumers have said that upgraded infrastructure is another factor that has worked in the district's favor. They pointed to free WiFi access, overpasses that make traveling between shopping malls more convenient and the wider range of shopping and entertainment options as some of the reasons why the district is appealing.

"The entire district is like a massive commercial complex where you can spend an entire day at. You can take a stroll along Huaihai Road, have brunch, afternoon tea and dinner, buy handicraft from independent designers, shop at luxury stores, watch movies and sip coffee by award-winning baristas," said Ma Yingying, a 34-year-old accountant.

wuyiyao@chinadaily.com.cn

(China Daily 02/24/2017 page7)