Today’s Chinese fashionistas are driven by the identity promise instead of the product’s attributes. Photo: Hunger tv

Why Chinese millennials dress for the lifestyle they aspire to – and why brands need to think beyond ‘niche’ to succeed in China in 2020

Local competition is fierce in China; to do well in this market, brands need to embody an identity that belongs to somewhere inspiring

Topic |   Fashion
Today’s Chinese fashionistas are driven by the identity promise instead of the product’s attributes. Photo: Hunger tv
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