FW 21 Trends Spotlight: Europe vs China

Key Takeaways

Color Trends Across Regions

Several colors were shared between Europe and China, with yellow, bright pink, and purple being prominent throughout FW 21. Yellow, a standout in both regions, appeals to edgy consumers in China, while it is more popular among mainstream and trendy segments in Europe. Meanwhile, bright pink was a universal hit, resonating across all three consumer segments in both markets. Purple, particularly pastel purple, was another key trend, with a higher market demand in China (considered a safe bet) and a steadier presence in Europe.

Fabric Trends and Market Differences

A variety of fabrics such as quilted, satin, velvet, and mohair were seen across European and Chinese runways. Quilted materials, for example, were featured prominently in both regions and are set to grow by 10% by Winter 2021, appealing especially to edgy consumers. However, there are some regional differences; mohair and velvet are classified as steady trends in Europe, whereas in China, they are more popular and considered safe bets for Winter 2021.

Silhouettes: A Classic Comeback

Classic silhouettes like the blazer, denim jacket, and mini skirt dominated in both regions. The blazer remains a versatile wardrobe staple, appealing to edgy consumers in China and to both trendy and edgy segments in Europe. Meanwhile, the denim jacket, another favorite, was styled in both markets with a denim-on-denim approach, showcasing its adaptability. The mini skirt showed slight regional variation, with an increase in visibility in China, while maintaining a flat dynamic in Europe.

Prints: Stripes and Checks Across Markets

Stripes and checked prints continue to be major trends in both markets. Stripes were applied to everything from knitwear to tailoring, making them a safe bet for Winter 2021 due to their big market presence. Similarly, checked prints were a classic choice in both regions, appealing to all consumer segments in Europe and to edgy consumers in China. The slight difference in segmentation highlights the niche appeal of checked prints in China.

Sustainability and Innovation

As consumer awareness of sustainability grows, materials like sheer fabrics and fleece offer insights into evolving fashion dynamics. Sheer fabrics are poised to dominate the post-COVID landscape, creating daring looks for nightwear. While sheer materials appeal to all segments in Europe, they are more niche in China, being favored by edgy and trendy consumers. On the other hand, fleece is on a steep decline in Europe, while remaining stable in China, highlighting regional variations in sustainability-related fabric choices.

Consumer Segment Appeal

Several trends display broad market appeal, attracting all three consumer segments in both regions. For instance, bright pink, denim jackets, and stripes are universally worn across consumer segments, making them the most inclusive trends. However, trends like medium brown, light blue, and checked prints appeal more to niche markets in China, being favored by edgy consumers, while they are universally adopted in Europe, showing broader regional interest in these classic styles.

Trend Dynamics for Winter 2021

The report forecasts steady growth for several key trends across both regions. Light blue, for instance, is expected to increase by 6% in Europe while slightly decreasing in China. Mini skirts are also on the rise in China, predicted to grow by 9%, while remaining flat in Europe. Ribbed knit, closely tied to the comfort dressing movement, is forecasted to grow by 8% in Europe and remain stable in China, signaling its lasting relevance as a staple fabric.

Geographic Preferences and Niche Trends

Despite the shared trends, some key differences highlight the importance of geographic preferences. In Europe, trends like medium brown, mohair, and velvet have a more universal appeal, being worn by all consumer segments. In China, these trends are more niche, appealing predominantly to edgy consumers. Additionally, checked prints and sheer fabrics have a broader appeal in Europe, while in China, they are more popular among specific segments.

Discover more key trends and insights for your brand by downloading the full report.

Find other useful resources on chinese trends:
- SS21 womenswear trends China and Japan
- Why Streetwear brands are hype in China?
- China Fashion Innovation Sustainability