89% of Chinese Shoppers Prefer Homegrown Brands over Foreign Brands, Study

This shift is primarily driven by a growing appreciation for Chinese style and a resurgence of Hanfu, which has significantly influenced the ‘New Chinese Style.’ This traditional Han Chinese clothing signifies a renewed cultural interest, blending ancient aesthetics with contemporary fashion.

Key Players in the Market In the arena of domestic fashion brands, Bosideng, Septwolves, and Li-Ning have made substantial strides. Bosideng, a popular men’s and women’s outdoor apparel, continues to appeal to a wide audience with its blend of stylish and masculine designs.

Septwolves has gained respect for its flexible approach and natural cuts featuring unique patterns, maintaining its position in the luxury market. Li-Ning, initially known for its sportswear, has successfully transitioned into luxury fashion, offering innovative designs that appeal to a broader audience.

Consumer sentiment towards Chinese fashion brands is generally positive, as evidenced by the rise in consumer confidence, which in October 2024 reached 86.9 points. This uptick reflects growing consumer trust and interest in domestic brands over foreign counterparts. Reports from McKinsey also highlight that local Chinese…