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Apparel

As Chinese consumers get wealthier, they are increasingly spending more on apparel. Chinese consumers from all regions and socio-economic backgrounds are demanding access to greater selection in both products and brands, better value, and choice of domestic and international brands. Leading apparel brands are creating emotional connections with consumers and developing brand loyalty.

While profitable for many brands, many companies lose out for failing to understand the complexities of the China market and needs of consumers, with significant variation by region and tier of city in consumers' tastes and education, price acceptance, and priority sales channels. CMR's apparel practice help domestic Chinese and international brands navigate China's apparel industry, from better understanding and catering to evolving consumer wants and needs, to smarter sales channel management and marketing communications strategies.

See our Thought Leader Position on the Chinese Consumer in our commentary in BusinessWeek

Leading American Apparel Case Study

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