Opportunities in China’s apparel market
Breaking into China takes a long time and a lot of money
China now reigns supreme as the world’s biggest fashion market, having stolen the crown from the US for the first time in 2015. It shouldn’t come as a surprise, then, that Western fashion brands are practically falling over each other to get a slice of this pie. However, those looking at China should be warned: success is by no means guaranteed. Foreign brands must navigate a complex and sophisticated consumer landscape. Dive in head first without doing extensive research and you’re setting yourself up to fail. So, what does it take to win over Chinese consumers?