Dressing down for Vera Wang over fee

Clifford Coonan

As the Apple case shows, some Chinese consumers can be vocal in complaint.

The queen of bridal couture, Vera Wang, has abolished a 3,000-yuan (€377) appointment fee at her label's Shanghai designer flagship store after the charge caused a huge public outcry about discrimination against Chinese consumers.

The New York designer’s Shanghai outlet had a soft opening in January, and a company spokeswoman said the charge for trying on the gowns was imposed to deter pirates from copying the dresses, which are worth thousands of pounds.

They were also keen to deter casual passersby, especially schoolgirls and students, who were not really in the market, yet, for a Vera Wang wedding gown.

However, any sense that Chinese consumers are being unfairly treated vis-à-vis their Western counterparts inevitably causes tempers to rise, and the news sparked furious responses on Chinese Twitter equivalent, Sina Weibo.

“I can buy a wedding dress for 3,000 yuan,” wrote Qian Qian, while Lola Guan wrote: “Even though I really want to buy this brand, I don’t feel good about this fee. There are some other brands at the same level.”

"This is bias against China. I strongly demand that Vera Wang be exposed. Charging 3,000 yuan in China to try on a dress, but nowhere else in the world! It makes all clients in China suspects, with no quality," wrote Xu ruo de Mr jutou.

Subsequently, Vera Wang said it was abolishing appointment fees in all of its international shops.

“We wish for all Vera Wang customers to enjoy the same standard of excellence worldwide. Treating our customers in a fair and equitable way remains a priority,” a spokesperson told WWD.

The label also pointed out that the shop has only been open to private VIP preview appointments, and the official opening to the public will take place on April 29th.

The 3,000-yuan charge also included a 90-minute fitting session and afternoon tea with a consultant, and was redeemable against the cost of a gown.

Some other web commentators appeared more resigned to the new economic realities of life in New China. “A Vera Wang wedding dress costs at least half a million. This 3,000 yuan is nothing to people who would buy a dress at that price,” wrote one.