. Firstly, it shows how consumer habits have changed, with more younger consumers wanting to see their culture incorporated into consumer goods, favouring local brands over foreign ones.
As a result, the consumer habits of younger Chinese have not only shaped China’s perceived identity but has presented a notable challenge for foreign brands. As with guochao, hanfu fever has also been driven by younger consumers, with TV period dramas and social media platforms playing a notable role in popularising the costume. This was demonstrated by how hanfu-related content has been viewed 47.7 million times on Douyin . Young Chinese consumers have popularised a costume that had once been the preserve of a small number of enthusiasts.
over their decision not to use cotton from Xinjiang province. The fact that neither brand has fully recovered its position in the Chinese market illustrates the potency of this.
another western hit piece...