Five need-to-know trends: how the Chinese shop for fashion

The Chinese fashion market holds strong appeal for global companies looking to grow their business. While the east is full of promise, however, it presents a number of challenges for overseas clothing companies. The retail structure in China is distinct, reflecting how differently local Connected Consumers shop for fashion from other parts of the world. If global companies are to fashion a new market here for themselves, they need to understand the Chinese consumer's style of shopping.

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