British fashion brand Marks & Spencer announced in January that it would end online sales in China through its store on Tmall – this after closing all its brick and mortar stores in the country in 2016. Photo: Bloomberg

Why Western fashion brands fail in China, and tips on succeeding in a country where millennial consumers are taking over

A lack of understanding of Chinese consumers and how they shop has cost many international fashion brands dearly as they try to make it in the China market. We look at where they go wrong and what they should do instead

Topic |   Fashion in Hong Kong and China

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British fashion brand Marks & Spencer announced in January that it would end online sales in China through its store on Tmall – this after closing all its brick and mortar stores in the country in 2016. Photo: Bloomberg
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