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  • Which streetwear labels reign supreme among Chinese youth?
  • Which streetwear labels reign supreme among Chinese youth?
    Yeti Out | Facebook (2017) ©
REPORT

Why are China’s hypebeasts buying local?

With Chinese Gen Yers and Zers inheriting considerable wealth from a rapidly expanding middle class, luxury fashion consumption is increasingly driven by streetwear instead of catwalks. Yet while global brands remain highly valued, why are young shoppers investing in local labels?

Location China

Scope
Thanks to the one-child policy, typically doting parents, and a lack of stigma around living at home well into adulthood, Gen Yers and Zers in China have inherited the financial gains of a rapidly expanding middle class. While just 4% of the nation’s urban population earned between ¥60,000 and ¥229,000 ($8,600 to $33,000) per year in 2000, that proportion had grown to 68% by 2012 and is expected to exceed 75% in 2022. [1]

As a result, luxury shoppers in China are, on average, roughly ten years younger than their Western counterparts, according to Bain ...

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