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Attitudes towards Fashion - China - July 2018

“Fashion items have always been viewed as the demonstration of a person’s personality, taste and status. People now also care about how they purchase fashion because they want to feel smart, relaxed and fun in the process. Despite the fast-growing e-commence market, in-store services and interaction with store clerks are crucial in generating brand favourability and purchase intention.”

- Alina Ma, Associate Director

This report will look at the following areas:

  • Should fashion brands be more lifestyle?
  • Role of internet celebrities in the fashion world: bigger reach, trendier and more genuine

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Table of contents

  1. Overview

    • What you need to know
      • Covered in this Report
      • Executive Summary

          • The consumer
            • Will apparel remain a priority spend?
              • Figure 1: Best- and worst-case forecast for consumer expenditure in clothing and accessories, at current prices, 2012-22
            • What brands and styles attract people most?
              • Figure 2: Top luxury fashion brands, February 2017 vs March 2018
              • Figure 3: Consumers’ preferred fashion styles, January 2018
            • Where brands invest to increase favourability: themselves or influencers?
              • Figure 4: Channels from which consumers look for fashion inspiration, January vs March 2018
              • Figure 5: Consumer attitudes towards the influence of brands vs influencers/celebrities, March 2018
            • How brands promote themselves on social media?
              • Figure 6: Desired content provided by luxury brands on social media, March 2018
            • Which channel leads to more retail sales, online or offline?
              • Figure 7: Channels from which clothes and shoes bought most often in the last two years, January 2018
              • Figure 8: Consumer attitudes towards buying luxury branded fashion products via different channels, March 2018
            • What drives people to buy fast fashion?
              • Figure 9: Reasons why consumers choose fast fashion apparel to buy, January 2018
              • Figure 10: Important factors that encourage consumers to purchase fast fashion items, January 2018
            • What we think
            • Issues and Insights

              • Should fashion brands be more lifestyle?
                • The facts
                  • The implications
                    • Role of internet celebrities in the fashion world: bigger reach, trendier and more genuine
                      • The facts
                        • The implications
                        • The Consumer – What You Need to Know

                          • Dress to feel good on the inside
                            • Eager to be influenced by brands
                              • What really separates luxury, premium and fast fashion brands?
                              • Consumer Spending on Fashion

                                • A cautiously optimistic outlook
                                    • Figure 11: Consumer expenditure in clothing, footwear and accessories, 2012-17
                                    • Figure 12: Best- and worst-case forecast for consumer expenditure in clothing and accessories, at current prices, 2012-22
                                • Where to Search Fashion Inspiration

                                  • The invincible power of brands, especially among affluent consumers
                                    • Figure 13: Channels from which consumers look for fashion inspiration, January vs March 2018
                                    • Figure 14: Consumer attitudes towards the influence of brands vs influencers/celebrities, March 2018
                                  • Role of financial stability in information channel preferences
                                    • The value of word of mouth among high-end consumers
                                      • Figure 15: Selective channels from which consumers look for fashion inspiration, March 2018
                                      • Figure 16: Consumers’ trust on different types of fashion influencers, March 2018
                                  • Desired Fashion Content on Social Media

                                    • Interested in keeping up with the luxury world?
                                      • Figure 17: Lifestyle statements, by luxury following status, March 2018
                                      • Figure 18: Official accounts on social media followed, by luxury following status, March 2018
                                    • Look for inspiration more than information
                                      • Figure 19: Desired content provided by luxury brands on social media, March 2018
                                      • Figure 20: Turf analysis – desired content provided by luxury brands on social media, March 2018
                                  • Popular Dressing Style

                                    • The line between work and leisure is blurring
                                      • Figure 21: Consumers’ preferred fashion styles, January 2018
                                    • Those who know more want to look stylish
                                      • Fashion style preferences by demographics
                                        • Figure 22: Consumers’ preferred fashion styles, by gender, January 2018
                                        • Figure 23: Consumers’ preferred fashion styles, by age, January 2018
                                        • Figure 24: Knowledge about the term ‘fast fashion’, by age, January 2018
                                        • Figure 25: Consumers’ preferred fashion styles, by monthly personal income, January 2018
                                    • Favourite Luxury Fashion Brands

                                      • Top brands remain consistent from previous years
                                        • Figure 26: Word cloud of consumers’ favourite luxury fashion brands, March 2018
                                        • Figure 27: Top luxury fashion brands, February 2017 vs March 2018
                                      • Brand preferences by demographics
                                        • Figure 28: Top luxury fashion brands, by gender, March 2018
                                    • Purchase Channel

                                      • Digital vs physical shopping; which is more popular?
                                        • Figure 29: Channels from which clothes and shoes bought most often in the last two years, January 2018
                                        • Figure 30: Top five channels from which clothes and shoes bought most often in the last two years, by purchase channel, January 2018
                                      • Alternative but crucial ways of buying luxury fashion
                                        • Figure 31: Consumer attitudes towards buying luxury branded fashion products via different channels, March 2018
                                      • Key characteristics of future purchase channels: brand-oriented, diversified (especially foreign)
                                        • Figure 32: Channels from which clothes and shoes bought most often in the last two years, by consumer classification, January 2018
                                      • Different expectations from Chinese vs overseas shopping websites
                                        • Figure 33: Reasons why consumers choose fast fashion apparel to buy, by selective purchase channel, January 2018
                                        • Figure 34: Important factors that encourage consumers to purchase fast fashion items, by selective purchase channel, January 2018
                                        • Figure 35: Channels consumers look to for fashion inspiration, by selective purchase channel, January 2018
                                      • Special expectations from brand stores
                                        • Figure 36: Important factors that encourage consumers to purchase fast fashion items, by selective purchase channel, January 2018
                                        • Figure 37: Channels consumers look to for fashion inspiration, by selective purchase channel, January 2018
                                    • Reasons for Purchasing Fast Fashion

                                      • The main motivation to purchase fast fashion: product upgrading
                                        • Figure 38: Reasons why consumers choose fast fashion apparel to buy, January 2018
                                      • Fashion purchase is a kind of emotional therapy
                                      • Desired Product Features of Fast Fashion

                                        • Feeling comfortable vs looking good: which factor encourage sales?
                                          • Figure 39: Important factors that encourage consumers to purchase fast fashion items, January 2018
                                        • Does foreign background help improve sales?
                                        • Differences between Fast Fashion and Premium Brands

                                          • Design vs price: which puts a brand into the premium list?
                                            • Figure 40: Factors that distinguish fast fashion and premium brands, January 2018
                                          • Is becoming a lifestyle brand a good way of premiumisation?
                                          • Differences between Premium and Luxury Brands

                                            • Design vs material quality: which sets luxury brands apart from the rest?
                                              • Figure 41: Factors that distinguish fast fashion and premium brands, March 2018
                                            • Attitudes towards today’s luxury brands’ design
                                              • Figure 42: Consumer attitudes towards “I’m not happy with today’s fashion design style of luxury brands”, March 2018
                                          • Purchase Decision regarding Brand Types

                                            • Which brand tier is sold better?
                                              • Figure 43: Clothes, shoes and accessories bought in the last two years, March 2018
                                            • Selling luxury accessories is a profitable business
                                              • Attitudes towards suppliers of luxury brands vs luxury brands
                                                • Figure 44: Consumer attitudes towards “I'm willing to purchase low-priced fashion products sold by suppliers of luxury brands”, March 2018
                                                • Figure 45: Selective consumers’ preferences and behaviours, by interest in ODM, March 2018
                                              • Attitudes towards Chinese independent designers vs luxury brands
                                                • Figure 46: Consumer attitudes towards “It's unreasonable that the price of fashion products made by Chinese independent designers is similar to international luxury brands”, March 2018
                                            • Appendix – Methodology and Abbreviations

                                              • Methodology
                                                • Abbreviations

                                                Attitudes towards Fashion - China - July 2018

                                                US $4,460.00 (Excl.Tax)