Attitudes of Chinese towards buying sustainable fashion goods
China is a rapidly growing consumer market and every multinational company is looking for ways to develop its marketing techniques, product branding & ways of communication relevant to Chinese consumer. But it is very difficult to access Chinese market; one should come up with unique questions and challenges.
China is a land of opportunities for fashion industry, because this country has a large population and economic growth. China is going to get the title of the world’s largest luxury and fashion markets. This is the only reason for foreign brands which plan to conquer China’s fashion market. Main factors which determine Chinese purchase decisions includes “New trends” they always pay attention when they go to buy clothing. Second main factor is “Social media” it is extensively being used for buying decisions by the Chinese people. And the third main factor is “Internet word of mouth” mostly young people in china go to the internet and read comments by people to take purchasing decisions. They are also highly concerned about the “Advice from friends and influential people” Chinese tend to trust their friend circle and influential people. Stars from their film industry are the source of influence for them; most of the fashion/clothing brands use them for their marketing strategies. Last but not the least is “Brands” Chinese consumers love brands, brands which have fascinating stories and history did a great job in China. Chinese consumers are proactive. They seek information about brands and products via search engines and social media platforms to make informed purchasing decisions.
In order to be successful in the market fashion industry needs to be very careful in understanding changing needs of the society. They have to provide quality product and services at best compatible prices as they are price sensitive and brand conscious society. Price is the key factor for the Chinese when they are making purchase decision. one main thing which a brand should know about their culture and history in order to understand consumer and make connection with them. Brands with strong strategies organize fashion events to target their audience, Chinese people are crazy to attend such events which offer them quality product and services. Most of the small brands in China they are involved in co-branding. Firstly, it will increase the reputation of the new fashion brand by going through this strategy. A very famous example of co-branding is between carmakers and watchmakers and H&M and Kar-Lagerfeld. Secondly it increases the uniqueness of brand by collaborating with designer brand. One of the Chinese leading fashion designers Alexander Wang had been working with H&M which increase the brand awareness and create more fans for them. In china most of the small brands go to the second or third- tier cities to prevent from most of the competitors and got enough time to make them stable and make it easy to move toward big cities to compete with large brand.
China is a land of opportunities for the one who understand the market and adopt changes.