Do Chinese shoppers want sustainable fashion?
In China’s retail, trends generally spread very quickly. As Chinese consumers are used to be interested in the best deals on designer brands, will the next frontier be ethically sourced or sustainable goods? According to a recent report from Tmall’s forecasting division Trend Centre, “Chinese consumers will be searching for sustainable fashion products when making purchasing decisions in 2020”. Rental offers have started to emerge in China, with YCloset and MSParis being the most popular platforms for renting premium fashion. Meanwhile, experts’ advices remain mixed. According to Galina Dudarenok, Founder of the Research Platform ChoZan.co, “Sustainable luxury does have a future in the Chinese market with post-90’s consumers.” But Marie Tulloch, Senior Client Services Manager at the consultancy company Emerging Communications, is more doubtful : “The use of such services is not driven by ethical concerns. Chinese consumers do use them for a combination of factors, including sustainability.”