This month, Fashionbi celebrates its China opening with a special issue dedicated to Chinese fashion and digital sector. Download a free copy of their 53 page issue here.
“The fashion industry in China is facing a stage where new technologies are helping Western fashion companies to create awareness in this market even if they are not very well known, thanks to local social mediaplatforms like Weibo. Quickly gaining recognition in terms of Chinese consumers getting more and more internet-addicted, preferring to save their time and buy the products online. The evolution of the Fashion Industry has made possible that the country once perceived as the biggest factory of the world is now the owner and creator of many luxury brands, worldwide.”
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From offline to online: the Evolution of the Chinese Fashion Industry
By Marivi Avalos Monarrez - Page 05
It is known that China’s economic evolution has no historical precedent, just in 1978 China was one of the poorest countries in the world and few years ahead the situation in average living standard occurred positioning this country to be the second largest economy in the world.
Fighting the stereotypes
By Jenny Perusek - Page 08
Once only known for its low-cost, high volume production model, the Chinese Fashion Industry has been transforming itself in recent years into a haven for emerging homegrown luxury brands. The question on everyone’s mind is: how did China changed to adapt its business model from external production to internal creation within a matter of years?
The high-fashion consumer of today
By Ambika Zutshi - Page 10
Day by day, Chinese consumers, irrespective of their ‘social status’, are getting more and more fashion conscious, more class conscious. Sophistication and individuality-seeking youth are more careful in their purchases and heavy investments in fashion and luxury products. They are well aware of how a purchase can define their status quotient.
Consumers getting technology-smart
By Ambika Zutshi - Page 14
Just emphasizing on the brand image and talking customers through TV and print ads is not enough. Keeping aside the norms, there has been a massive rise in the use of digital technology for reading, shopping, leisure – you name it! Studies show that Internet Word of Mouth (IWOM) is changing Chinese consumers’ purchasing decision process.
International brands and their presence on SINA Weibo
By MuMa and Marivi Avalos Monarrez - Page 17
The buzz about China’s fashion and luxury world its everywhere in all kind of media, but to follow the media is not enough for people living outside China (or not visiting frequently) to be truly aware about how fast things are moving there.
Fashion brands and their online phenomenon in China
By Seyma Korukcuoglu - Page 22
In 2009 China surpassed the United States as the world’s secondlargest luxury market, and now trails only Japan. While most luxury brands have ignored the digital phenomenon in China, some have embraced digital and are beginning to reap rewards.
The international labels surpass the local Chinese labels, on a global awareness scale
By MuMa - Page 28
The factors that depict if a brand is liked, known and talked about, in the world, define the awareness quotient of that brand. Shanghai Tang and Vivienne Tam are the most well known Chinese Fashion Brands not just in China but also internationally.
International brands are the most attractive, be it on the local or global social media channels
By MuMa - Page 30
Representing such an important market for international fashion brands, it is necessary to analyze how effective is the digital marketing approach used by this brand to attract the Chinese consumers. But more important to make a comparison where it is possible to see who’s doing best if international brands or the local brands, using local social media channels.
Industry Insight by the insiders
By MuMa, Marivi Avalos Monarrez and Seyma Korukcuoglu - Page 35
In the interest of providing useful insights from the insiders in China’s fashion industry, it was very significant to obtain the valuable knowledge from the players on this field. Fashionbi Magazine was fortunate to have the participation of Mr.Jett Qiu, the General Manager in China for the Japanese brand “earth music & ecology”, Yu Juhong, the owner of the Chinese Fashion Lingerie Brand “AIDAINI”, and Trista Colvin, a brand manager at Roberto Botticelli.
What the Future Holds
By Ambika Zutshi - Page 45
China is a home to more billionaires than anywhere except the United States. Its luxury market is forecasted by McKinsey & Co. to go upto to a roaring 27 billion US dollars by 2015 — one fifth of the world total.