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Western fast fashion
Western fast fashion brands have managed to spread around the world, despite concerns over working conditions, product quality and impact on the environment. But things have gone into reverse for western fashion brands in China. Just over a decade ago saw China as a potential growth market. But over the past five years things have gone badly for them.
Looking at western fast fashion brand H&M’s presence in China, there has been a consistent decline since a 2017 peak of 507 stores in China.
The reasons cited by Chinese consumers online include:
- Western fast fashion brands aren’t cut / styled for ‘Asian body types’. This sounds like a need for extended sizing
- Local trends: the clothing doesn’t fit with local trends in design in the same way that local rivals can. Brands to keep an eye out for include Urban Revivo and JNBY
- Other foreign brands meet the needs of young Chinese consumers better. These include Brandy Melville, and its “Malibu beach babe” look, while Chuu, is a Korean brand with K-pop aesthetics
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