Table of Contents
Executive Summary
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- The market
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- Figure 1: China – Fast fashion retailing total market value, 2011-21
- Companies and brands
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- Figure 2: China – Fast fashion top 10 retailers’ share of market value, 2014 and 2015
- The consumer
- Choice of style
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- Figure 3: Consumer choice of words to describe clothes they like to wear, April 2016
- Types of clothes bought
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- Figure 4: Types of clothes bought by shoppers from fast fashion retailers in the past 12 months, April 2016
- Shopping preferences
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- Figure 5: Consumer shopping preferences when buying fast fashion, April 2016
- Shopping motives
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- Figure 6: Key consumer motives for fast fashion shopping, April 2016
- Brand choice
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- Figure 7: Factors influencing consumer brand choice of fast fashion retailer, April 2016
- Consumer attitudes
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- Figure 8: Consumer attitudes towards fast fashion shopping, April 2016
- What we think
Issues and Insights
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- Young and Funky versus Conservatives
- The facts
- The implications
- Embracing online
- The facts
- The implications
- Individualism
- The facts
- The implications
The Market – What You Need to Know
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- Fast fashion in the past; slower fashion in the future
- Still significant room for growth
Market Size and Forecast
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- Introduction
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- Figure 9: China – Fast fashion retailing total market value, 2011-21
Market Drivers
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- Trading up
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- Figure 10: Percentage of rural households, by net household income level, and percentage change, 2005-12
- Spread into lower tier cities
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- Figure 11: Types of clothes bought by shoppers from fast fashion retailers in the past 12 months, by city, April 2016
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- Figure 12: Consumer choice of words to describe clothes they like to wear, by ostentatious words of expression, by city, April 2016
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- Figure 13: Consumer choice of words to describe clothes they like to wear, by conservative words of expression, by city, April 2016
- Online retail
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- Figure 14: China – Online retail sales, by broad product category, 2011-15
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- Figure 15: China – Online fashion retail sales value compared with total fashion retail, 2011-15
Key Players – What You Need to Know
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- Competition leading to greater consolidation
- Diversity and individuality
Market Share
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- Leading company share by value
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- Figure 16: China – Fast fashion top 10 retailers’ share of market value, 2014 and 2015
- Leading retailers’ network footprint
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- Figure 17: China – Selected leading fast fashion retailers’ number of outlets and average sales per store, 2014 and 2015
Competitive Strategies
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- Mix and match “formasual”
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- Figure 18: Heilan Home – Operating income and gross profit margin, 2014 & H1 2015
- Fixating on youth
- Normcore
- Geek chic
- The “his and her” look
- Loyalty programmes and mobile payments
The Consumer – What You Need to Know
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- Choosing a style
- What people wear
- The online/offline split
- Quality and style are inseparable
- Individuality, individuality, individuality!
- Rising style-consciousness
Choice of Style
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- The rise of the individual
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- Figure 19: Consumer choice of words to describe clothes they like to wear, April 2016
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- Figure 20: Types of menswear consumers prefer to wear, January 2016
- Young and Funky
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- Figure 21: Consumer choice of words to describe clothes they like to wear, by “Young and Funky” consumers, April 2016
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- Figure 22: Types of clothes bought by shoppers from fast fashion retailers in the past 12 months, by Young and Funky consumers, April 2016
- Figure 23: Consumer attitudes towards fast fashion shopping, by key consumer groups, April 2016
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- Figure 24: Types of clothes bought by shoppers from fast fashion retailers in the past 12 months, by Young and Funky consumers, April 2016
Types of Clothes Bought
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- What people wear
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- Figure 25: Types of clothes bought by shoppers from fast fashion retailers in the past 12 months, April 2016
- Figure 26: Types of menswear products bought by consumers, January 2016 & June 2014
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- Figure 27: Types of clothes bought by shoppers from fast fashion retailers in the past 12 months, by gender and age, April 2016
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- Figure 28: Types of clothes bought by shoppers from fast fashion retailers in the past 12 months, by factors influencing fast fashion brand shopping choice, April 2016
Shopping Preferences
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- Quality, style, service and trust
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- Figure 29: Consumer shopping preferences when buying fast fashion, April 2016
- Quality
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- Figure 30: Consumer shopping quality preferences when buying fast fashion, by key consumer motives for fast fashion shopping, April 2016
- Service
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- Figure 31: Consumer shopping service preferences when buying fast fashion, by key consumer motives for fast fashion shopping, April 2016
- Style
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- Figure 32: Consumer shopping style preferences (A) when buying fast fashion, by key consumer motives for fast fashion shopping, April 2016
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- Figure 33: Consumer shopping style preferences (B) when buying fast fashion, by key consumer motives for fast fashion shopping, April 2016
- Figure 34: Consumer shopping style preferences (C) when buying fast fashion, by key consumer motives for fast fashion shopping, April 2016
- Trust
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- Figure 35: Consumer shopping trust preferences (A) when buying fast fashion, by key consumer motives for fast fashion shopping, April 2016
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- Figure 36: Consumer shopping trust preferences (B) when buying fast fashion, by key consumer motives for fast fashion shopping, April 2016
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- Figure 37: Consumer shopping trust preferences (C) when buying fast fashion, by key consumer motives for fast fashion shopping, April 2016
Shopping Motives
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- Giving shoppers time and space to shop
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- Figure 38: Key consumer motives for fast fashion shopping, April 2016
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- Figure 39: Key consumer motives for menswear shopping, January 2016
- Men shop for quality, women shop for style
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- Figure 40: Key consumer motives for fast fashion shopping, by gender and age, April 2016
- Following the trends
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- Figure 41: Key consumer motives for fast fashion shopping, by factors influencing consumer brand choice of fast fashion retailer (A), April 2016
- More personal shopping motives
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- Figure 42: Key consumer motives for fast fashion shopping, by factors influencing consumer brand choice of fast fashion retailer (B), April 2016
Brand Choice
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- The rise of the individual
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- Figure 43: Factors influencing consumer brand choice of fast fashion retailer, April 2016
- Individuality across all ages
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- Figure 44: Factors influencing consumer brand choice of fast fashion retailer, by gender and age, April 2016
- Price sensitivity still lingers
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- Figure 45: Factors influencing consumer brand choice of fast fashion retailer, by positive consumer attitudes towards fast fashion shopping (A), April 2016
- Individualism on a budget
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- Figure 46: Factors influencing consumer brand choice of fast fashion retailer, by positive consumer attitudes towards fast fashion shopping (B), April 2016
Consumer Attitudes
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- The urge to “dress to express”
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- Figure 47: Consumer attitudes towards fast fashion shopping, April 2016
- Attitudes by demographic
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- Figure 48: Consumer attitudes towards fast fashion shopping, by gender and age, April 2016
- Attitudes of the Young and Funky consumers
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- Figure 49: Consumer attitudes towards fast fashion shopping, by consumer choice of words to describe clothes they like to wear, April 2016
Appendix – Market Size and Forecast
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- Figure 50: China – Fast fashion total market value, 2011-21
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Appendix – Methodology and Definitions
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- Methodology
- Fan chart forecast
- Abbreviations
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