New China chic for Gen Z consumers Report

Key Takeaways

Growing up in a unique socio-economic environment, Chinese Gen Zers exhibit distinct characteristics. Raised as only children and often spoiled by two generations, they are confident, optimistic, and financially unconcerned. As digital natives, they are open-minded, diverse, and inclusive, with a strong sense of self-expression. This generation is not only willing but also eager to promote innovative developments of traditional Chinese culture, fostering what is now known as the "China chic" trend.

China chic is not a mere replication of stereotypical Chinese styles but rather a contemporary reinterpretation that blends multiple traditional symbols with modern aesthetics. This trend has been embraced by local brands and designers who are successfully redefining Chinese fashion. International brands must take note and adapt if they wish to remain relevant in the Chinese market.

1. Unique characteristics of Chinese Gen Z

Chinese Gen Zers are a product of their unique upbringing. As many grew up as the only child in their families, they often received the undivided attention and resources of their parents and grandparents. This has resulted in a generation that is highly confident and optimistic about their future, with little concern for financial constraints. They are digital natives, accustomed to a world of rapid technological advancement and social media influence. Their open-mindedness and inclusivity allow them to embrace diversity in all its forms, making them trendsetters in the global fashion scene.

2. Cultural confidence and national pride

With China's national strength and economy on the rise, Gen Zers have developed a strong cultural confidence. They view China as a leading global power and are proud to showcase their heritage. This cultural confidence translates into a willingness to innovate and promote traditional Chinese culture. As a result, they are not limited to pursuing international brands but are increasingly turning towards diverse and affordable local brands that reflect their cultural identity.

3. Evolution of fashion preferences

Chinese Gen Zers are moving away from being brand-centric to expressing their individuality through diverse clothing choices. The China chic trend epitomizes this shift. It involves a harmonious blend of traditional Chinese elements with contemporary fashion. This trend is not just about wearing traditional attire but about reinterpreting it in a way that resonates with modern aesthetics.

4. Key China chic trends

• Qipao elements: The traditional Qipao is being reimagined with modern twists. Gen Zers incorporate elements like the right placket and decorative frog buttons into their outfits, creating a fusion of old and new.
• Hanfu elements: Hanfu, the traditional Chinese attire, is making a comeback. Gen Zers wear it as everyday clothing, contributing to the revival of traditional Chinese culture.
• Painted prints: Chinese paintings are being used as fashion statements. These prints, featuring figures, landscapes, flowers, and birds, reflect the ancient wisdom and refinement of traditional China.
• Chinese calligraphy: Calligraphy, a significant part of Chinese culture, is being integrated into fashion. The artistic nature of calligraphy appeals to Gen Zers, who use it as a means of self-expression.
• Color trends: Colors like red, blue, and white hold special significance in Chinese culture. Red, symbolizing joy and luck, is a popular choice during festivals. Blue and white prints, reminiscent of traditional porcelain, are also widely embraced.

5. Strategies and influencers shaping Gen Z fashion

Effective marketing strategies and collaborations with local designers and influencers play a pivotal role in shaping Gen Z fashion trends. Influencers like @diandilahai and @Liuyexi are at the forefront, creating content that resonates with Gen Z consumers. Brands that collaborate with these influencers and incorporate local elements into their designs are more likely to succeed.

6. Leading brands in the China chic movement

• Mainstream brands: Li Ning, Peace Bird, and HLA are some of the mainstream brands leading the China chic movement. They are incorporating traditional Chinese elements into their designs, appealing to the cultural pride of Gen Zers.
• Edgy brands: Fabric_qorn, Mukzin, and Marrknull are pushing the boundaries with their innovative designs. These brands are redefining traditional Chinese aesthetics with a contemporary twist, making them popular among trendsetting Gen Zers.

7. Adapting to local preferences

International brands must adapt to the local context to win over Chinese consumers. Collaborations with local designers and influencers, as seen with Zara's partnership with Susan Fang and Moncler's collectible toys with Pop Mart, are effective strategies. Understanding the cultural nuances and preferences of Gen Z consumers is crucial for international brands aiming to penetrate the Chinese market.

8. Fashion incubators and awards

Initiatives like Labelhood and the Yu Prize are instrumental in supporting young designers and fostering innovation in the fashion industry. These platforms provide emerging designers with the resources and exposure needed to succeed, contributing to the vibrant and dynamic China chic trend.

9. Government and market influence

The Chinese government's policies, such as the 14th Five-Year Plan, emphasize the importance of developing local brands and cultural industries. This governmental support further bolsters the China chic trend, encouraging brands to innovate and promote traditional Chinese culture.

10. Trends to watch

Blazers: Modern interpretations of the traditional Zhongshan suit are gaining popularity.
Knitwear: Innovative and futuristic knitwear designs are in vogue.
Mini dresses: Feminine and cute dresses remain a staple in Chinese women's wardrobes.

Other useful resources on China:
- Why are streetwear brands all the hype in China?
- How China is revisiting gender and tradition in clothing
- How French brand Cache Cache can thrive in China with trend forecasting?