Big Influencers

Social media is also a place where fashion is presented most often. Some influencers are paid huge amounts of money to promote a product or clothing item, where the business hopes many viewers will buy the product off the back of the advertisement. Instagram is the most popular platform for advertising, but Facebook, snapchat and other platforms are also used.

Consumption as a share of gross domestic product in China has fallen for six decades, from 76 percent in 1952 to 28 percent in 2011. China plans to reduce tariffs on a number of consumer goods and expand its 72-hour transit visa plan to more cities in an effort to stimulate domestic consumption.

The announcement of import tax reductions follows changes in June 2015, when the government cut the tariffs on clothing, cosmetics and various other goods by half. Among the changes – easier tax refunds for overseas shoppers and accelerated openings of more duty-free shops in cities covered by the 72-hour visa scheme. The 72-hour visa was introduced in Beijing and Shanghai in January 2013 and has been extended to 18 Chinese cities.

According to reports at the same time, Chinese consumer spending in other countries such as Japan has slowed even though the yen has dropped. There is clearly a trend in the next 5 years that the domestic fashion market will show an increase.

China is an interesting market for fashion retail as Chinese consumers’ motivation to shop for fashion items are unique from Western Audiences. Demographics have limited association with shopping motivation, with occupation, income and education level having no impact; unlike in Western Countries. Chinese high-street shoppers prefer adventure and social shopping, while online shoppers are motivated by idea shopping. Another difference is how gratification and idea shopping influence spending over ¥1k per month on fashion items, and regular spending influenced by value shopping.

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