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Chic and cozy: Inside China’s down jacket market

China's down jacket market

In the constantly changing world of fashion, China’s down jacket market is undergoing a transformation shaped by the discerning tastes of Gen Z consumers. According to the China National Garment Association, the size of the down jacket industry in China is witnessing growth, with a projection to reach RMB 195 billion in 2024. Download our […]

Streetwear in China: how hip-hop and cultural fusion rule the fashion scene

streetwear in china

The fashion industry has seen a significant shift in recent years, with China emerging as a dominant player. In 2022, China became the second largest apparel market, generating a remarkable revenue of USD 286.51 billion, representing almost 30% of the global market share. This shift has been highlighted by Fashion IP’s 2022 global ranking. has […]

Navigating the winds of change: China’s fashion industry experiences unprecedented growth

China’s fashion industry is currently experiencing an era of unprecedented change and growth. In the “State of Fashion 2023” report, a joint effort by BoF and McKinsey, it is projected that the global fashion market will slow down in 2023 due to macroeconomic and geopolitical factors, including rising inflation, supply chain pressures, and political tensions. […]

A peek into Chinese women’s clothing market

Chinese women’s clothing market accounts for half of the overall domestic clothing market. According to Euromonitor, the Chinese women’s clothing market jumped from RMB 619 billion in 2011 to RMB 1,057 billion in 2019, with a CAGR of 6.9%. It boasted a higher growth rate than men’s clothing (5.41%), yet lower than children’s clothing did […]

The strategy behind the colossal rise of Decathlon in China

Decathlon in China

Decathlon is both a manufacturer and retailer of sportswear and sports equipment based in France. Shipping worldwide, it is the largest sporting goods retailer in the world with 1,696 stores in 59 countries as of December 2020. Among them, China represents a massive market for the company. Present in China since 2003, Decathlon had 313 […]

Shared wardrobes in China: Fashion flop or next frontier in China’s circular economy?

Shared wardrobes in China

According to Euromonitor data, the retail scale of China’s apparel market in 2019 reached 2.19 trillion yuan, a year-on-year increase of 5.29%. China’s fashion market is huge and has maintained a growth trend in recent years. China Commercial Industry Research Institute predicts that China’s apparel market will reach 2.4 trillion yuan in 2021. As the […]

5 men’s fashion trends in China

Mens fashion in China

Chinese male consumers are increasingly keen to spend money on clothes. Between 2009 and 2019, the men’s fashion market in China grew steadily, reaching 594.9 billion RMB in 2019, recording a year-on-year increase of 4.07%. Moreover, male consumers spend on average more than 1,500 RMB on clothing. According to Euromonitor, Chinese male consumers’ top three […]

Little emperors: A glimpse into China’s luxury childrenswear market

China's luxury childrenswear

According to a report jointly released by Bain & Co. and the TMall Luxury Division, despite the COVID-19 pandemic, several luxury brands in China ended the year 2020 with a two- or three-digit growth rate. Considering these figures, nowadays Chinese consumers undoubtedly play a major role in the global luxury market and their importance is […]

How brands carve room for body positivity in China

body positivity in China

Body positivity refers to the assertion that all people deserve to have a positive body image, regardless of society’s ideal shape, size, and appearance. The body positivity movement challenges existing social standards of what preferred body is, promotes the acceptance of all types of bodies, helps people build confidence and acceptance of their own bodies […]

Off-White in China: young American brand gaining fame among Chinese streetwear fans

Off-White China market strategy

The history of Off-White: The streetwear brand from Chicago going global Off-White was founded by Virgil Abloh in the United States in 2012 and became a globally famous streetwear brand within a few years. Off-White in China has gained a lot of attention as streetwear is becoming more popular in the country. The brand entered […]