Why are Chinese shoppers progressing to homegrown fast fashion?
REPORT
31 May 2024
Why are Chinese shoppers progressing to homegrown fast fashion?

China’s local fast-fashion brands are flourishing and outperforming international competitors thanks to a rising preference for homegrown products. From respect and transparency to immersive experiences, what notes can other labels take to win over the powerhouse that is the Chinese shopper?

Xiaojing Huang

Xiaojing Huang is a renowned design trend expert and strategy director of YANG DESIGN, with clients including Boeing, BMW, Nissan, Hyundai, Huawei, and Unilever. Since 2013, she has been the chief editor of China Design Trends Report, an authoritative annual trend report for the Chinese market. Xiaojing is the winner of the Red Dot Design Award, IDEA and Design For Asia Silver Award, and Influential China Young by Linkedin. She is also a writer in China Home Trend Report, China Sub-culture Lifestyle Report, Aging Design Trends Report, and magazine design columns.

Ambra Schillirò

Ambra Schillirò is the founder of Shanghai, China-based marketing and PR agency Social Cloud, the co-founder of the multifaceted and collaborative platform China Fashion Group, and the president of the Sicilian Association in China. She’s also an entertainment journalist with works in Vogue China, Elle Singapore, Rolling Stone Italia, and Billboard Italia, among others.

Jelou Galang

Jelou Galang is a freelance journalist who loves dissecting culture, media consumption, the internet, and how these form our identity and community-building. She is an Organisational Communication graduate from the University of the Philippines and the former associate editor and brand engagement lead of SCOUT, a Manila-based youth culture publication. Her other works have appeared in PhilStar Life, Inquirer USA and Canada, Nolisoli, Preen, Inquirer Sports, Lifestyle Inquirer, Candy, PURVEYR, and DG Traveler, among others. Her fandoms include those of Asian cinema, matcha, The Sims, punk rock, Notes app poetry, and her dog Maximize. When she’s not having a love-hate relationship with writing, you can catch her running to seek Strava’s validation or making mini-documentaries.