Why European Fashion Style is so Popular in China?

Chinese people are seeking quality, heritage and authenticity into the European brands.

Chinese customers identify European brands as synonymous of fashion and uniqueness. For the last few years, the Chinese’s interest for European fashion and textile brands has increased. Rising salaries, well-made products and the desire of Chinese shoppers for high quality products are some of the reasons why Chineses want to purchase European brands.


It is also a result of the growth of internet. China is the largest e-commerce market in the world and at the end of 2018 the country had 700 million internet users and over than 900 million mobile internet users. Due to the increase in internet use, consumers have the opportunity to know more about European styles and brands. That means they are more influenced by Western style.

There is a growing demand for Western Fashion brands, of apparel retail and also luxury goods in Asia, therefore international companies are expanding its brands to the giant Asian and are increasing their store numbers to satisfy demand from Chinese consumers.


International brands like Forever 21, Zara, Mango, Abercrombie & Fitch, Burberry, Ted Baker, Chanel or Diesel have presence in China. Apparel retail is increasing at a rapid pace and because of that, many international retailers are lengthening their store numbers to satisfy demand from Chinese consumers.

As example, Zara, a Spanish fashion brand has more than 500 stores in China of its stores by the end of 2019. Other example is H&M, a Swedish fashion chain, which has 400 outlets since 2007 and is opening in China more stores than any other country in 2020. It is important to understand what influence Chinese shoppers when purchasing European brands.


Brand reputation is essential for fashion brands

Brand reputation is an important factor for Chinese costumers and wearing European brands enhances their social status. It is a fact that Chinese shoppers are driven by social status.


In recent years, European brands, including H&M, Massimo Dutti or Mango, are becoming more and more populars in China because they are affordable and also provide to the consumers the uniqueness they are seeking when they buy western clothes. As well, Chinese customers think that European brands have better quality than Chinese brands.

European fashion brand and storytelling: a branding story

Brand story means emotional brand attachment with Chinese costumers.This is an important factor for brand in order to attract consumers. Chanel is an example of brand storytelling but successful brand stories are not exclusive to big luxury brands.


Star products increase European fashion brands popularity

Products are the most important to a brand and its stars products can be its best sellers. An example of this is Stuart Weitzman, a footwear brand which won the favor of Chinese shoppers thanks to its 5050 boots. Star products play a significant role because their popularity brings success to the brand.


Chinese costumers are known for their desire for authentic western luxury  brands as a mean to show off their rising wealth to others and also because Chinese consumers desire brands that can easily be recognized. More and more European fashion brands have been selling their products in China due to the growing appetite for Western textile.

Our agency is specialized in European fashion brands

Using a well-crafted digital marketing strategy pointing out all of these elements mentioned above is a sure way to win the heart of Chinese customers and have them to adhere to your brand image, value and style. See more about how it can be done by contacting us here on our website. Our team is composed of experts living in China for many years. If you want to know more or establish your fashion brand in China, we can help you.

Read more about European fashion in China:


  • Hustler Gan

    I think European fashion is very popular because most of the famous ready-to-wear, high-end and luxury brands that are actually popular in China are European brands. But nowadays we can tell how Asian fashion outpassed this trend! With the emergence of Chinese, Korean and Japanese fashion, Chinese people tend to develop their own style, just look in Shanghai!

  • digital marketing is great source for market grasp in china
    Nice video

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