Winning in China: Top priorities for global apparel and fashion brands

After a difficult 2022, China’s apparel and fashion industry is likely to resume double-digit growth, fuelled in part by a rising middle class, rapid urbanization and increase in cosmopolitan cities, according to a McKinsey Retail Practice report.
  • Chinese consumers prefer Chinese brands over global brands in apparel and footwear; Chinese apparel brands expanded their market share by almost ten percentage points from 2013 to 2021, while the portion of consumers who prefer local over global brands increased 1.5 times from 2016 to 2022.
  • Booming Chinese cities such as Hangzhou and Shenzhen are expected to reach the size of Western fashion hubs like New York and London within the next decade.
  • Over the past years, China’s apparel and fashion industry has been an innovator and disrupter, already building a mature business across platforms such as Tmall,,

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