Ahead of Brexit, British fashion promotes itself in China and welcomes Chinese talent to UK

China has become an important part of the British Fashion Council’s strategy, and it is hoping British brands can capitalise on evolving Chinese tastes

This month the council will host its first series of events at Shanghai Fashion Week, with brands including Jamie Wei Huang and Jenny Packham

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Stephanie Phair, chair of the British Fashion Council, says she wants to open channels and opportunities for British designers in China.

Published: 5:00pm, 24 Mar 2019Updated: 10:00am, 25 Mar 2019

With Brexit still up in the air, the British fashion industry – which is estimated to contribute £32 billion (US$42 billion) to the UK economy – stands to lose.

It could be saved, however, by one of the luxury market’s most powerful consumer groups.

“China is becoming a very important part of our strategy,” says Stephanie Phair, chair of the British Fashion Council (BFC), when we meet during London Fashion Week in February. “There is a huge love of fashion from the Chinese consumer and as their tastes evolve, they will start to want a different type of fashion, not just mega brands. This is where British brands come in.”

She explains that it also ultimately comes down to economics. “The Chinese market accounts for 30 or 40 per cent of the luxury market globally. If we are to do business with [the Chinese] we need to understand how to speak to that audience.”

Shortlisted designers for the BFC/Vogue Designer Fashion Fund at a show in Shanghai to which they had been invited by Chinese e-commerce giant JD.com. JD.com president of international fashion Xia Ding (third from left) joined them.

A recent survey conducted by the UK’s Royal Mail postal service revealed that 55 per cent of Chinese online shoppers bought British brands, proving that there is a strong appetite for British fashion.