US brands, struggle to compete with their European counterparts when it comes to the Chinese market. Photo: Jeff Hahn US brands, struggle to compete with their European counterparts when it comes to the Chinese market. Photo: Jeff Hahn
US brands, struggle to compete with their European counterparts when it comes to the Chinese market. Photo: Jeff Hahn
Fashion

Why American luxury fashion doesn’t sell in China – an ‘ordinary’ image, weak marketing, and few social media influencers

  • Chinese see US fashion brands as lacking cachet, and because their marketing is not tailored to the China market they struggle to project the right image
  • To improve, they need to adapt to the widespread popularity of mobile platforms and live-streaming. Streetwear offers a chance for them to find new fans

Topic |   Fashion
US brands, struggle to compete with their European counterparts when it comes to the Chinese market. Photo: Jeff Hahn US brands, struggle to compete with their European counterparts when it comes to the Chinese market. Photo: Jeff Hahn
US brands, struggle to compete with their European counterparts when it comes to the Chinese market. Photo: Jeff Hahn
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