Chinese fashion is Evolving Expectations and Shifting Strategies
Fast fashion in China is at a pivotal point. Major global brands like H&M have scaled back significantly, with H&M reducing its stores from 530 in 2018 to about 280 today, including the recent closure of a flagship store in Beijing’s Sanlitun. Other brands like GAP and Zara have also pulled back, with GAP closing stores in over a dozen cities and Zara withdrawing along with its sister brands Bershka, Pull&Bear, and Stradivarius.
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So, has fast fashion lost its shine in China?
Not quite. Market data shows that 60% of Chinese consumers surveyed have purchased fast fashion in the last year, and demand is still there, with 24% increasing their spend on items like tops and trousers. But consumer expectations have shifted—quality, sustainability, and style are no longer enough on their own. Fast fashion needs to adapt and upscale to remain relevant.
Evolving Consumer Expectations: Quality and Sustainability
Chinese consumers now look for durability and eco-friendliness in fast fashion items. Mintel’s research shows that 44% of surveyed consumers want more durable products, preferring high-quality materials like silk and leather. There’s also a growing willingness to pay a premium for sustainable options, pushing fast fashion brands to rethink their materials and manufacturing processes.
The Move Toward “Fast Luxury”
Chinese brand Urban Revivo (UR) is leading the charge by positioning itself as “fast luxury,” blending the appeal of quick, trendy designs with a more upscale, high-quality feel. This approach is resonating with Chinese consumers who seek both style and quality, while global brands like H&M are now expanding their high-end sub-brands Arket and &Other Stories in China to capture this growing premium segment.
Digital Strategy and KOLs: Reaching Today’s Chinese Consumer
In today’s market, a strong digital strategy is crucial. Brands must leverage China’s digital landscape, including engaging with KOLs (Key Opinion Leaders) through peer-to-peer recommendations—a practice known as “seeding.” This approach is vital for connecting with Chinese consumers, particularly as domestic brands excel in digital engagement.
Revitalizing Offline Retail Experiences
While digital is essential, innovative offline experiences remain crucial in building brand recognition and fostering deeper customer relationships. As consumer demands become more sophisticated, fast fashion is moving beyond speed to focus on multi-dimensional value—balancing style, quality, sustainability, and engaging customer experiences.
The future of fast fashion in China will hinge on brands that can redefine the model with premiumization, sustainability, and a strong digital presence, staying attuned to the evolving preferences of Chinese consumers.
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