This business model is very popular in China where fashion consumers are constantly looking for new trends and are willingly to pay for them. The country is home to a large middle class with more disposable income.
Chinese consumers are also becoming more aware of global fashion trends, and they are eager to adopt them. This trend has been capitalized by fast fashion brands that offer trendy, affordable clothes that appeal to local tastes.
China's fast fashion industry is expected to grow in the next few years. Green collections and sustainable brands are flourishing. This is a huge opportunity for foreign brands looking to enter China's market. Brands can be successful in this industry by understanding local trends and needs.
Fast fashion in China
Fast fashion refers to clothing that is quickly created and placed on the market in response to current trends. Fashion brands that produce fast fashion take their inspiration from celebrity designs and mass-produce them quickly so they are available almost immediately. read more
Zara
Zara, a fast-fashion brand, changes 15% of its inventory every week. Every salesperson reviews 12,000 references in real time to give key insights to the designers. There is 72 hours between the initial sketch and the prototype . This has resulted in a rising demand for fast fashion products, especially among the younger Chinese Gen Z shoppers who want stylish, affordable pieces as well as celebrities with the same style. Via
China is the largest market for fast fashion in the world, with Chinese buyers spending an estimated 6.9 billion on footwear and clothing in the 2019 report. This is due to a growing middle class that has more disposable income and a younger generation who is fashion conscious and willing to spend on trends.
