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China

Global Brands Have a Design Disconnect with China’s Youth

Shanghai Fashion Week exposed a subtle but unshakable aesthetic gap between local designers and global fashion brands, suggesting that the latter need to do better range planning to satiate demand in China. Read China Decoded to make sense of the market.
Images from Ximon Lee, Shuting Qiu, and Staffonly | Collage by BoF
By
  • Sam Gaskin,
  • Zoe Suen
BoF PROFESSIONAL

Hello BoF Professionals, welcome to our latest members-only briefing. China’s colossal size and dynamism makes it a top priority for any global business, but it remains opaque to many in the fashion industry. Leveraging our rare access and local knowledge, the BoF China team demystifies the Chinese market with weekly industry analysis and the wider socio-cultural context you need to sharpen your focus.

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