Chinese consumers are known as the driving force behind the success of numerous European business sectors, but have been slow to show the same support to home-grown Chinese brands. However, as the quality improves so does trust, creating new opportunities for local brands.

A lot of businesses traffic in American exceptionalism, tapping into national pride as part of their creative comms and brand identity. But while such aspirational messaging used to resonate with Americans – and many people around the world – will COVID-19 make this narrative less appealing?

As the world copes with the impact of COVID-19, shifts in Chinese buying habits offer an idea of how global spend will be affected. From the short-term impact to longer, more structural changes in shopping preferences, how can brands best position themselves within this changing landscape?

Traditionally worn by the men of the household, more and more women in China are snapping up suits to fill their wardrobes. What does this shift in fashion preferences reveal of their position in society, and how can luxury houses and e-commerce sites cater to their increasingly lavish tastes?