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Outfitting the new white collars

Sizing up the potential for global niche brands in China


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For years, reports about the fashion retail industry in China have focused on global luxury brands and global mass market brands entering the market, opening flagship stores, and selling into a market that eagerly buys their goods. But what about smaller, more niche brands? Is the market ready for high quality and differentiated brands? The emergence of the Chinese middle class, which has a growing understanding of and appetite for foreign brands, suggests the China market is ready.

This report examines the size, spending power, and shopping habits of middle class consumers. It shows how they are developing a taste for differentiated products built around a proposition of quality. In addition, it discusses the impact on fashion retail of new university graduates as they enter the white collar workforce. Finally, the report briefly examines market entry strategies and the significance of the origin of manufacturing.

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