China’s clothing industry has developed rapidly. The country accounts for 25 per cent of the world’s footwear and clothing market. The United States is the second largest, accounting for 21 percent, and Western Europe is around 20 percent.
China’s fashion consumption has experienced four stages in the past 20 years: basic, developed, enjoyable and emotional consumption. The shifts have been driven by the drastic rise in per capita GDP that China has seen since its reform and opening-up,powering the development of a high-quality domestic clothing industry catering to ever-more refined tastes.
As Chinese consumers are becoming more mature, key purchasing factors are becoming more diversified and decentralized, which has shifted patterns of material consumption from tangible to intangible, including spiritual, cultural and emotional consumption. At the same time, the cultural confidence of millennials and Generation Z, who grew up in the period when China’s economy was booming, has greatly improved, further promoting the vigorous development of brands. Over 31 percent of Gen Z buyers display more individualistic consumption patterns, preferring niche and unique brands over famous commercial brands.
The pandemic has contributed to growing economic uncertainty, making them care more about quality-to-cost ratios.At the same time, sustainable fashion and environmental protection are becoming the consensus of the younger generation of designers.
