International brands like H&M are facing changing consumer tastes in China. Photo: AFP
International brands like H&M are facing changing consumer tastes in China. Photo: AFP
H&M

China’s millennials embrace local brands as fast fashion giants like H&M face changing tastes

  • National pride and scepticism about fast fashion is fuelling a growing appetite among young Chinese to buy domestic brands
  • Chinese labels are big winners from the trend, while international firms like H&M are finding themselves on the wrong side of it

International brands like H&M are facing changing consumer tastes in China. Photo: AFP
International brands like H&M are facing changing consumer tastes in China. Photo: AFP
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