Icicle on how to market an attractive 'New Made in China'

Paris - Isabelle Capron is a graduate of HEC and she has worked in the fashion industry as marketing director at Lanvin and then general manager at Fauchon. Capron was recruited in 2013 by Shouzeng Ye and Shawna Tao, founders of the Chinese fashion brand Icicle, to help them develop the brand's international identity and run the Parisian design centre. Last September, Icicle opened its first luxury flagship store in Paris and is preparing to open a second store later this year.