CENTRAL DISTRICT, Hong Kong -- Understanding what China’s fast growing middle class really wants will be the key to unlocking this new market of over 260 million urban households.

“The vast majority of consumers in China are strongly focused on ‘quality’ and value’,” said Jane Singer, Director at Inside Fashion. “Unlike consumers in the West, China’s new middle market is very discerning. They are thoughtful shoppers who look well beyond style, trend or brand name before making a purchase.”

Quality is Key

“Discounts and promotions are not the dealmakers that they are in the developed markets,” said Ms. Singer, speaking at an Inside Fashion seminar at Kingpins Hong Kong, a key forum for denim industry leaders. “Chinese consumers look first for product attributes such as workmanship, durability and the quality of the materials. The winning formula is ‘value for dollar.”

Ms. Singer suggests that ‘calling out’ materials or product attributes with a hangtag or on the packaging can be a very effective way to communicate product quality and added value.

"China's growing middle class prefers garments that are fashionable, rather than trendy. For many consumers brand names are seen more as an assurance of quality than as a status symbol," she said.

About "China's Changing Consumer Attitudes"

China’s Changing Consumer Attitudes is part of Inside Fashion’s commitment to deliver the most relevant and accurate market intelligence in a clear and concise format. The PowerPoint from the seminar is available for immediate download at www.insidefashionlive.com.

Founded in 1991, Inside Fashion is the worldwide leader in supplier-side market intelligence. The company offers accurate and reliable market intelligence gathered from the ground up in key consumer markets.

Inside Fashion and China’s Changing Consumer Attitudes are properties of 21st Century Media Ltd. in the United States and/or other countries.


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Jane Singer