A seismic shift is occurring in the Chinese womenswear market. Forget fleeting influencer trends; a new generation of brands is prioritizing quality and craftsmanship, sparking a renaissance driven by premium fabrics. This trend is particularly evident in the competitive landscape of womenswear targeting women in their late twenties to fifties, where product differentiation is key.
Taobao and Douyin have become the battlegrounds for this new wave, with livestream events showcasing stylish garments. Brands like ChicJoc, Keigan, and Marius have emerged as key players, exceeding market expectations with their impressive sales figures. Their success isn’t attributed to aggressive marketing or celebrity endorsements, but rather a strategic focus on sourcing fabrics from the same suppliers as established international luxury houses. This approach resonates with a discerning consumer base seeking accessible luxury—a balance of affordability and elevated quality.
This focus on fabric is exemplified by the popularity of “Teddy Bear” style coats, reminiscent of Max Mara’s iconic design. Brands like Marius, ChicJoc, and Keigan offer similar styles, emphasizing the shared origin of their fabrics and positioning themselves as purveyors of “high quality, premium price” alternatives. These brands subtly hint at their connections to Italian fabric suppliers, fostering a sense of knowing among savvy shoppers. Some even explicitly identify their global fabric partners, further solidifying their commitment to quality.
This emphasis on fabric, combined with meticulous craftsmanship and flattering silhouettes, has ignited industry-wide discussions. Some ponder the true essence of fashion, while others see this as a turning point for Chinese brands. The belief is that high-quality materials and construction will become the new standard, shifting the competitive focus towards innovative design.
This rise of fabric-focused brands coincides with a period of significant change in the Chinese e-commerce landscape. The decline of certain influencer-driven brands has paved the way for brands with a more grounded approach. Founders of these emerging brands often have strong backgrounds in fashion, textiles, or traditional business. They prioritize professional operations, investing in design studios, advanced equipment, and even acquiring manufacturing facilities. This strategic approach mirrors traditional brand management but with a significantly accelerated growth trajectory.
This shift also benefits from current market conditions. The luxury sector’s slowdown has created opportunities in commercial spaces, which these emerging brands are capitalizing on. Moreover, the global market’s current state has narrowed the gap between Chinese and international supply chains, granting greater access to high-quality European fabrics. This confluence of factors has created an opportune moment for womenswear brands with an average order value of around $410.
However, while premium fabrics are a crucial element, they are not the sole determinant of success. True brand longevity requires constant innovation and design prowess. Some established Chinese brands, like Icicle, have taken a different approach, directly acquiring key suppliers to international luxury houses and hiring designers with experience at renowned global brands. This underscores the importance of integrating world-class design and production expertise.
International textile exhibitions, such as Première Vision, play a vital role in connecting Chinese brands with global suppliers and trends. These events showcase the finest materials and craftsmanship, inspiring and informing the industry. As Chinese brands continue to prioritize quality and explore collaborations with international workshops and designers, the future of Chinese fashion looks promising, with the potential for significant advancements not only in womenswear but across various fashion categories.
