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Agenda-setting intelligence, analysis and advice for the global fashion community.

‘National Pride Marketing’ Is High-Risk, High-Reward

Experts warn global brands to tread carefully as they experiment with new ‘guochao’ strategies amid growing nationalism and local competition in China.
Li Ning sneakers in brown with China’s national colours, images of its eponymous founder at the Olympics, and the words ‘Zhongguo Lining’ (China, Li Ning) alongside the brand’s chunky sneakers.
Dwyane Wade’s Way of Wade 10 basketball shoe collection for Chinese sportswear brand Li Ning in collaboration with Shanghai-based retailer Acu. (Instagram @lining.official)

While China has proved to be tricky terrain for many fashion and beauty brands this year, some are finding it harder than others.

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