Affordable fashion in China: Chinese Gen Z is paying for feelings, not just clothes
In March 2026, a three-year-old Chinese apparel label called W.MANAGEMENT took over H&M’s former flagship space in Hong Kong’s Causeway Bay, roughly 30,000 square feet, at a fraction of the rent H&M once paid. The handover points to a bigger shift: affordable fashion in China is winning over the Gen Z customers, and the prime […]
Investment-driven luxury in China: How value preservation is redefining the next era of consumption
Investment-driven luxury in China is entering a new era. Consumers no longer purchase luxury products just for their craftsmanship, status, and exclusivity. They now evaluate luxury through a broader lens, considering preservation of value and resale potential as well. Changes in consumer priorities and economic conditions have expanded the concept of luxury goods to include […]
China’s fashion industry: Growth returns, but consumers are more selective
China remains an indispensable pillar of the global fashion economy. On the consumption side, the mainland is one of the world’s largest apparel consumer markets and the world’s third-largest personal luxury goods market. On the production side, China remains the world’s largest exporter of textiles and clothing products. In 2025, retail sales of apparel, footwear, […]
Discovering China’s new luxury hot spots: Emerging luxury hubs beyond Shanghai and Beijing
Chinese major international hubs like Shanghai, Beijing, and Hong Kong have traditionally acted as China’s luxury hot spots. As of 2023, this trend continues to dominate with Shanghai boasting a luxury consumption volume of RMB 53.5 billion, placing it in the lead. Beijing closely follows with RMB 52.3 billion. In 2025, according to Bain & […]
China’s fragrance market in 2026: Assimilating into everyday consumption
China’s fragrance market is no longer confined to the niche, luxury segment it once was, but is entering a more mature phase of development. While the perfume category continues to expand rapidly, its growth rate is expected to gradually slow from over 20% in recent years to 10.8% by 2029. At the same time, the […]
Vuori in China: How it captures the underserved men’s athleisure segment
In October 2022, Vuori entered China through a deliberately sequenced market rollout, prioritizing brand positioning over rapid physical scale. This approach reflects both the attractiveness and the competitiveness of the local activewear landscape: The Chinese market for yoga apparel alone is projected to reach USD 3 billion by 2028, as the country’s broader sportswear industry […]
Adidas in China: Winning back consumers through its “In China, For China” strategy
In 2024, Adidas boasted net sales of EUR 3.5 billion in Greater China, a 10% YoY growth (currency-neutral) – a rebound following an alarming 36% YoY revenue drop in 2022. Accounting for around 15% of Adidas’s global revenue, the Chinese market is the third largest after Europe and North America and remains crucial to its […]
Innovating for the Chinese luxury car market’s electronic vehicle era
Since China began to produce large-scale luxury cars in 2009, the local automotive market has rapidly grown to become the largest in the world, even surpassing the US in terms of sales and production. The Chinese luxury car market size was valued at USD 195 billion in 2024, and this market is experiencing a surge […]
How China’s luxury e-commerce market brings fresh, authentic shopping experiences
Driven by a tech-savvy population open to innovation, China’s luxury e-commerce market has rapidly become one of the world’s most dynamic. By 2023, the country accounted for an estimated 23% of global luxury online consumption, with projections showing it could reach 40% by 2030, overtaking Europe and the U.S. Additionally, in 2023, 53% of luxury […]
Scent of a nation: how Chinese perfume brands are reclaiming identity
In 2014, despite making up 20% of the world’s population, Chinese consumers accounted for only 1% of global fragrance value sales. This striking disparity is shaped by their relative unfamiliarity with perfume and its politically charged past. Indeed, in recent history, fragrance was seen as a symbol of elitism and was even prohibited during the […]
Viral success, ethical controversy: Dissecting Shein’s marketing strategy
While fashion powerhouses struggle to adapt to shifting trends and global trade tensions, Shein is thriving, selling USD 5 dresses at lightning speed to millions around the world. Founded in 2008, Shein has become the world’s largest fast fashion e-commerce platform, with operations in over 150 countries, but none in its home market of China. […]
Nike in China: A sportswear giant’s journey back to the top
Nike is in a battle to reclaim its leadership in China, a market fundamental to its global identity and future growth. For years, the Nike Swoosh ruled with its international star power and deep roots in Chinese sports. But the game has changed, a massive wave of homegrown pride, the “Guochao” movement, accelerated local rivals […]