Fashion & Apparel

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Our Expertise

We worked on trends analysis, collections creation, consumer understanding, focus group, and launch strategy in China for Western fashion brands including apparel for men, women, kids, and babies.

We help your brand navigates the market and make the most out of its potential. Today, China is one of the top markets in terms of global fashion sales revenue:

  • Annual revenue of $336 billion USD in 2023
  • Forecated revenue of $478 billion USD by 2027
  • Forecasted YoY growth rate of 9% by 2027

Key Insights

Market Data

Since 2019, China has become the world’s largest fashion market, overtaking the US market. The Chinese fast fashion market kept growing until 2021 at $312 billion USD. Luxury apparel accounts for $9.51 billion USD and is predicted to grow in the coming years.

Sales Channels

E-commerce and e-tailers play a huge part in fashion apparel sales in China. The main e-commerce platforms are Tmall, JD, and Poizon with live streaming on Douyin and RED. Chinese consumers go shopping in SKP, China World Mall, Deji Plaza, IFC Mall, Plaza 66, The Mixc, Taikoo Hui, and Chengdu IFS. 

Favorite Brands in China

For Chinese consumers surveyed, their favorite apparel brands are Zara, GAP, H&M, Muji, and Uniqlo. Based on other criteria and situations, the ranking is evolving towards more activewear and gorpcore apparel brands including Lululemon, Patagonia, Arc’teryx, Gucci, The North Face, and Kailas.

Top 3 Influencers for Fashion in China


Grace is gathering 126,000 followers on Weibo. Her community likes her inspiring outfits and new stores visits.


AHALOLO is a duo specializing on fashion shows and luxury brands history on Bilibili. They gather 1 million followers.


Yi is followed by 480,000 followers on Douyin and always sharing fashion tips and inspiring style advices for men. 

Top 3 Categories for Fashion in China

1. Quiet Luxury & Minimalist Style

The Chinese consumers are moving from large logos to quiet luxury. The market is divided between local consumers looking for social proof, and local consumers interested in having a sense of belonging. The “I know we know” sense of exclusivity from niche brands and luxury brands is a hit. Chinese consumers are favoring minimaliste style, clean fit outfits, with quiet luxury items. 

2. Athleisure & Sportswear

Boutiques and department stores are searching for more athleisure brands. In addition to the traditional fashion, athleisure and sportswear are among the top selling categories including leggings, jackets, t-shirts, etc. Chinese consumers are wearing sportswear and fitness items to go to work, have a walk, or enjoy their leisure time. Sports like tennis, golf, and yoga are bringing a new fresh air to daily fashion.

3. Premium Kidswear

The main sales in the kidswear industry are driven by premium kidswear. It includes the selection of high quality materials for babies and kids (such as cashmere, silk, and pure cotton) and the creation of unique products. Luxury brands are focusing on China with branded baby birthdays like the “Baby Dior” birthday event that is viral on Weibo and Xiaohongshu.

Best in Class

loro piana china

Loro Piana

The luxury brand increased its sales in China thanks to the “Quiet Luxury” fashion trend, using exclusivity and private circles on the social media WeChat and Xiaohongshu.

uniqlo store china


The Japanese fashion brand opened 869 doors in China, focusing on the “Cleanfit” trend and using AI and blockchain to propose a seamless store experience.

arcteryx china xi jinping


The activewear brand was worn by President Xi Jinping during the opening ceremony of the Winter Olympic Games. The blue jacket was sold out in less than 24h.

Let's Talk!

Send us an email at or contact us via the form and start your expansion in China today.



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