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Description

Description

“Chinese urbanities are quickly evolving into fashion-conscious consumers that want to look well-dressed and express their individuality, including when they are in sportswear. The athleisure trend is not expected to die down in the near future, although it has been on trend for years. Meanwhile, consumers now also have higher expectations in every aspect of fashion, from quality, style-matching, to brand value and brand message. Mintel has also noticed that the online shopping platforms are transforming from being a channel to an integrated source of fashion. They have become a one-stop place that consumers can gather fashion information, find fashion inspirations, read reviews and make the final purchase.”

- Summer Xia, Research Analyst

This report will look at the following areas:

  • Sustainability: an add-on statement rather than main selling point
  • Build a personal connection with consumers
  • How to solve the pain point in fashion gifting

What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Covered in this report
        • Excluded
        • Executive Summary

            • The market
              • Companies and brands
                • The consumer
                  • Casual wears for adults and trainers for children
                    • Figure 1: Fashion products bought, August 2019
                  • Comprehensive online shopping websites top the list
                    • Figure 2: Purchase channel, August 2019
                  • Quality comes before style and price
                    • Figure 3: What consumers have done before purchase, August 2019
                  • Premium fashion brands feeling the squeeze from fast fashion and luxury brands
                    • Figure 4: Correspondence Analysis – Brand Image, August 2019
                  • Consumers seek fashion inspiration from where they shop
                    • Figure 5: Place to find fashion inspiration, August 2019
                  • About a third surveyed consumers are fashion enthusiasts
                    • Figure 6: Enthusiastic in fashion and fashion products, August 2019
                  • What we think
                  • Issues and Insights

                    • Sustainability: an add-on statement rather than main selling point
                      • The facts
                        • The implications
                          • Build a personal connection with consumers
                            • The facts
                              • The implications
                                • How to solve the pain point in fashion gifting
                                  • The facts
                                    • The implications
                                    • The Market – What You Need to Know

                                      • Stable market growth
                                        • Favourable macro and micro factors
                                          • Apparel outperforms
                                          • Market Size and Forecast

                                            • Introduction
                                              • Figure 7: Best- and worst-case forecast of China’s fashion retailing market value, 2014-24
                                          • Market Factors

                                            • Disposable income continues to increase
                                              • Figure 8: Real growth of per capita disposable income and expenditure, by urban and rural China, 20171Q-2019 3Q
                                            • Opportunities in lower tier cities
                                              • Per capita clothing expenditure stabilized
                                                • Figure 9: YOY growth rate of per capita clothing expenditure, 2015-3Q 2019
                                              • Looking well-dressed is a necessity
                                                • Figure 10: Attitudes towards dress up, August 2019
                                            • Market Segmentation

                                              • Apparel
                                                • Footwear
                                                  • Accessories
                                                  • Key Players – What You Need to Know

                                                    • Fast fashion experienced turbulence
                                                      • Let products and shopping experience speak for brands
                                                        • When culture meets fashion
                                                        • Market Share

                                                          • Highly fragmented market
                                                            • Figure 11: Market share, November 2019
                                                          • Sports brands still hold the lead
                                                            • Fast fashion brands facing challenges
                                                              • Figure 12: ZARA’s edited collection, October 2019
                                                            • Luxury brands are doing really well
                                                            • Competitive Strategies

                                                              • Unleash the potential of niche audiences
                                                                • Figure 13: ASOS’ clothing tab on landing page, October 2019
                                                              • Brands have to raise their own voice
                                                                • Lifetime warranty to win trust
                                                                • Who’s Innovating?

                                                                  • Material Story
                                                                    • Carbone-neutral sole
                                                                      • Figure 14: Introduction of allbirds’ SweetFoam™
                                                                    • Wash it, hang it, wear it
                                                                      • Figure 15: Ermenegildo zegna’s TECHMERINO™ collection
                                                                    • League of Legend and Louis Vuitton
                                                                      • Figure 16: Prestige skin designed by Louis Vuitton for Qiyana, November 2019
                                                                    • Embroid culture into fast fashion
                                                                      • H&M worked with local designer
                                                                        • Figure 17: H&M x Angel Chen, November 2019
                                                                      • Fast fashion meet ethnic minority
                                                                        • Figure 18: Uniqlo and Miao embroidery, November 2019
                                                                    • The Consumer – What You Need to Know

                                                                      • Women purchased more, especially for handbags and fashion accessories
                                                                        • Outlets have great potential among males and high earners
                                                                          • Trend pursuing younger consumers
                                                                            • Ethical and authentic are not closely related to any brand type
                                                                              • High earners get inspired by fashion shows and daigou
                                                                                • New format and service model are well accepted
                                                                                • Fashion Products Bought

                                                                                  • Athleisure still rocks
                                                                                    • Figure 19: Fashion products bought, for myself, August 2019
                                                                                  • Accessories are women’s best friends
                                                                                    • Figure 20: Fashion products bought, for myself, by gender, August 2019
                                                                                  • Chinese parents are not ready for children fashion accessories yet
                                                                                    • Figure 21: Fashion products bought, for children, August 2019
                                                                                  • Fashion purchase for partners is common
                                                                                    • Figure 22: Fashion products bought, for adults with different gender, by gender, August 2019
                                                                                    • Figure 23: Purchase of men's fashion products by gender, August 2019
                                                                                    • Figure 24: Purchase of women's fashion products by gender, August 2019
                                                                                    • Figure 25: Fashion products bought, for children, August 2019
                                                                                  • Formal wear is more essential in tier one cities
                                                                                    • Figure 26: Fashion products bought, for myself, by city tiers, August 2019
                                                                                  • Fashion accessories work in different ways across city tiers
                                                                                    • Figure 27: Fashion products bought, fashion accessories, by city tiers, August 2019
                                                                                  • Help younger consumers explore their styles
                                                                                    • Figure 28: Fashion products bought, for myself, by generation, August 2019
                                                                                    • Figure 29: Fashion products bought, for others with different gender, by generation, August 2019
                                                                                • Purchase Channel

                                                                                  • Online comprehensive shopping websites are the first place to go
                                                                                    • Figure 30: Purchase channel, August 2019
                                                                                  • Men are attracted to good bargains
                                                                                    • Figure 31: Purchase channel, by gender, August 2019
                                                                                  • Brands means more to young consumes
                                                                                    • Figure 32: Purchase channel, by generation, August 2019
                                                                                  • High earners enjoy shopping in outlets and leveraging overseas channels
                                                                                    • Figure 33: Purchase channel, by monthly personal income, August 2019
                                                                                • Purchase Journey

                                                                                  • Finding the right fashion product is priority
                                                                                    • Figure 34: What consumers have done before purchase, August 2019
                                                                                  • Omnichannel strategy has seen early success
                                                                                    • Women care about style matching
                                                                                      • Figure 35: What consumers have done before purchase, by gender, August 2019
                                                                                    • Younger generation believe in peers and professional
                                                                                      • Figure 36: What consumers have done before purchase, August 2019
                                                                                    • Low earners have more straightforward decision making process
                                                                                      • Figure 37: What consumers have done before purchase, August 2019
                                                                                  • Brand Image

                                                                                    • Fast fashion stay on-trend
                                                                                      • Figure 38: Correspondence Analysis – Brand Image, August 2019
                                                                                      • Figure 39: Correspondence Analysis – Brand image, August 2019
                                                                                    • Unclear path for premium brands to expand
                                                                                      • Aspirational luxury brands sit tight on the top of the hierarchy
                                                                                        • Ethical is not strongly correlated to any brand types
                                                                                        • Where to Find Fashion Inspirations

                                                                                          • The influence of online shopping platforms is beyond buying products
                                                                                            • Figure 40: Place to find fashion inspiration, August 2019
                                                                                          • Brands’ official accounts are worth investing in
                                                                                            • Figure 41: Place to find fashion inspiration - TURF Analysis – August 2019
                                                                                          • Women are more into the celebrity and fashion specialised sources
                                                                                            • Figure 42: Place to find fashion inspiration, by gender, August 2019
                                                                                          • Social media is crucial to the post-90s
                                                                                            • Figure 43: Place to find fashion inspiration, by generation, August 2019
                                                                                          • Low income consumers are less sensitive to fashion trends
                                                                                            • Figure 44: Place to find fashion inspiration, by monthly personal income, August 2019
                                                                                        • Attitudes towards Fashion

                                                                                          • Well-dress to reflect individuality
                                                                                            • Figure 45: Attitudes towards dressing up, August 2019
                                                                                          • Athleisure still has room to grow
                                                                                            • Figure 46: Attitudes towards casual wear and sportswear, August 2019
                                                                                          • Interested in trying the new format and service model
                                                                                            • Figure 47: Attitudes towards new format and service model, August 2019
                                                                                          • High enthusiastic in fashion
                                                                                            • Figure 48: Enthusiastic in fashion and fashion products, August 2019
                                                                                          • Fashion Junkies vs normal consumers
                                                                                            • Buying more from the official channel and overseas
                                                                                              • Figure 49: Purchase channel, by fashion enthusiasts vs normal consumers, August 2019
                                                                                            • Care more about every aspect except for price
                                                                                              • Figure 50: What consumers have done before purchase, August 2019
                                                                                            • Social-media savvy
                                                                                              • Figure 51: Place to find fashion inspiration, fashion enthusiasts vs normal consumers, August 2019
                                                                                          • Meet the Mintropolitans

                                                                                            • Trend, matching and review matter most
                                                                                              • Figure 52: What consumers have done before purchase, MinTs vs Non-MinTs, August 2019
                                                                                            • Want to be the first to know
                                                                                              • Figure 53: Place to find fashion inspiration, by generation, August 2019
                                                                                            • More aware of the fashion trends and follow suit quickly
                                                                                              • Figure 54: Attitudes towards fashion, by MinTs vs non-MinTs, August 2019
                                                                                          • Appendix – Market Size and Forecast

                                                                                              • Figure 55: Value sales for Fashion Retailing
                                                                                          • Appendix – Market Segmentation

                                                                                              • Figure 56: Market value of fashion retailing, by market segments, China, 2014-19
                                                                                          • Appendix – Methodology and Abbreviations

                                                                                            • Methodology
                                                                                              • Fan chart forecast
                                                                                                • Correspondence analysis
                                                                                                  • Abbreviations

                                                                                                  This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

                                                                                                  • Market

                                                                                                    Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

                                                                                                  • Consumer

                                                                                                    Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

                                                                                                  • Brand/Company

                                                                                                    Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

                                                                                                  • Data

                                                                                                    Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

                                                                                                  Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

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