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Fashion brands target women to capture $19bn Chinese mkt
Jan '14
China had lagged behind the world in terms of fashion trends as far as women were concerned. With greater purchasing power, Chinese men dominated fashion choices for women. However, things are changing now with China opening doors to powerful global brands dedicated to women.

With domestic luxury market pegged at worth 116 billion yuan (USD 19 billion), names like LVMH Moet Hennessey Louis Vuitton SA, Valentino, Versace etc., are intensifying their efforts to meet demand from the country’s fashionistas. The need for luxury is being determined by peer-pressure. Women are independent in the modern-day China and are well informed, looking to stand out from the crowd.

Global fashion brands have zeroed in on cities like Shanghai, Beijing, and Guangzhou which have a large working-women population. However curbs on spending by Chinese government are proving to be a major bottleneck for the consumers. Brands are being forced to rebase and rebrand themselves as chances of favorable policy changes are non-existent.

Despite the restrictions, Chinese women are not looking to cut back on their fashion needs anytime soon. For big brands, however, it’s nothing less than a high-stakes game. With global growth stagnating, Chinese women have become important targets of companies looking to emerge out as a winner on the global platform.

Fibre2fashion News Desk - India

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