China’s fashion scenery is changing. While Western brands have dominated the market for years, their dominance is now challenged by a growing number of young Chinese designers striving for success. Although they are still far from becoming the Chinese equivalent of Prada or Chanel, these young designers are motivated to eliminate the negative connotation associated with “Made in China” and to create a new and appealing “Designed in China” concept.
Among others, there are two main drivers that are supporting this new trend. First, China has been demonstrating its potential as innovator in recent years. This trend started in industries such as home appliances, and is now embracing many others, including fashion. Second, Chinese designers are finding a great support in the country, from both the public opinion and also notorious figures such as China’s first lady, Peng Liyuan.

China, turning from “Factory of the world” to “Innovator of the world” with Chinese designers

China has lost its title of “Factory of the world” long ago. The country’s increased prosperity has led to higher wages and shorter working hours, making it no longer convenient for Western companies to place their production there. While Western companies are now targeting China because of the huge market potential, Chinese companies are also fighting to conquer a slice of their own market. In order to increase their competitiveness, they are quickly developing knowledge and innovation capabilities, which, together with their manufacturing expertise, are rapidly helping them obtain consensus.

Increasing willingness to discover Chinese culture, supported by public figures

Chinese consumers seem to have a greater eagerness to rediscover their own culture. According to Hung Huang, founder of Brand New China, they have already experienced products coming from the West, and now are becoming more curious about their own heritage. This trend is particularly visible in fashion, as even public figures are active supporters of Chinese designers. China’s first lady Peng Liyuan, for example, has been wearing Chinese designers’ clothes while accompanying her husband on overseas diplomatic trips. Dresses and handbags she’s worn publicly have quickly become sought-after items in China, increasing the popularity of Chinese designers.

Although Chinese designers are still far from reaching the recognition of international brands in China, they are surely growing rapidly and should not be underestimated.

Sources: CNN, Bloomberg Businessweek, The Economist, Reuters