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

How Social Media Is Changing Physical Retail

Photogenic stores in retail districts with buzzy influencer culture like Shanghai’s Wukang Road offer a crash course in how social media is reshaping physical retail in China.
Guests attending Spring/Summer 2020 Fashion Week in Shanghai, China. Getty Images.
Guests attending Spring/Summer 2020 Fashion Week in Shanghai, China. Getty Images. (Getty Images)

On any given weekend, Shanghai’s Wukang Road, located in the heart of the city’s former French Concession, will heave with locals and visitors in their most stylish outfits.

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