Bruno Pavlovsky, president of Chanel Fashion. [Photo provided to China Daily]

"We invite customers to come to the boutique to see the design, the fabric, the quality, the finishing, to try, to touch and to talk to our fashion adviser.

"Believe me, when they see a celebrity post a bag or shoes on social media and if they want the products, they come to the boutique."

He says ever since Chanel introduced its price-harmonization strategy in April 2015, there has been no big price gap between products in China and abroad. It means that Chinese customers don't need to go to New York or Paris to find products.

Now Chanel has 11 boutiques in 8 Chinese cities.

Pavlovsky did not reveal plans for new store.

"It takes time because whenever we open a new boutique, we need to find the right location, provide good service, sell products well ... We are building a strong customers base, loyal customers in every city," he says.

"Chanel is about emotion, and we want the customers to understand the emotion."