China’s clothing industry is undergoing a transformative phase, marked by structural optimization and a shift toward branding and premium products. From 2020 to 2022, the average Gross Merchandise Value (GMV) of apparel brands has seen a significant surge, underscoring the growing value and appeal of these brands in the market.
Source：阿里消费洞察
Chinese consumers are increasingly integrating self-reflection into fashion choices, prioritizing practicality and personalized adaptation
For high-spending consumers, this new philosophy has become central for fashion decisions. Over half of respondents now focus on selecting styles that truly suit them rather than blindly following trends. While they may have experimented with bold, unconventional styles in the past, their growing experience has led to a deeper understanding of personal fashion. This evolution has enabled them to build a versatile wardrobe tailored to different occasions.
They’ve moved away from low-cost, disposable items, opting instead for high-quality, durable pieces that align with their more thoughtful and lasting approach to fashion. This shift reflects a commitment to a practical yet elevated sense of style that withstands trends and self-scrutiny alike.
数据来源: TMIC
Chinese consumers are turning inward, prioritizing comfort and self-indulgence in their home experiences
The concept of consumer sovereignty has emerged as a key driver of clothing consumption among high-purchasing power groups. A recent survey reveals that 68% of respondents prioritize “comfort” above all else, with 57% valuing a comfortable wearing experience as a main source of satisfaction. Additionally, 56% associate customer sovereignty with satisfying their sense of dressing rituals for various occasions, while another 56% focus on selecting high-quality, unique designs that align with their personal tastes.
Post-pandemic, consumers are increasingly attuned to their inner needs, shifting their focus from external activities like commuting and travel to the comforts of home. The prolonged time spent indoors during the pandemic spurred a deeper appreciation for creating a comfortable environment, particularly through clothing that enhances the home setting.
数据来源: TMIC
The Return of Diverse Lifestyles: Increased rituals in travel, outdoor activities, and commuting
During the pandemic, restrictions on social interactions and travel shifted daily life toward a simpler routine, focusing on work commutes, remote work, and indoor leisure activities. Consumers dedicated more time to hobbies like dancing, baking, and painting, while entertainment revolved around indoor and short-distance pursuits such as murder mystery games, escape rooms, and camping.
Post-pandemic, a resurgence of diverse lifestyles has taken root. Travel and vacation plans have surged, and offline activities like shop visits, exhibitions, performances, and parties have regained popularity. Urban outdoor trends, including camping, frisbee, and other leisure activities, have emerged as prominent lifestyle choices, and this momentum is expected to continue.
数据来源: TMIC
This return to variety has become a key driver of fashion consumption. According to a survey of fashion consumers, over 70% reported increased demand for clothing post-pandemic, driven by new travel, activity, and social opportunities.
To align with these evolving trends, businesses can look to the four core category trends and style directions for Spring/Summer 2025, capitalizing on emerging consumer preferences and operational opportunities.
| Category Trend 1: Colorful Travel |
| As travel resumes, consumer enthusiasm is high, with 58% of respondents indicating a willingness to purchase clothing specifically for travel. The combination of functionality and aesthetics has become the most recognized fashion concept for travel. Functionality: For spring and summer travel, consumers prioritize practical features like portability and sun protection Aesthetics: Popular destinations such as Hainan and Lijiang require attire that matches the local atmosphere. |
| Category Trend 2: Urban Outdoors |
| The pandemic has sparked a rise in outdoor activity interest, particularly urban outdoor experiences that offer stress relief, a connection to nature, and strong social aspects, all while focusing on style. As the trend for refined camping continues, male consumers have a higher gravitation toward mountain-inspired fashion. |
| Category Trend 3: Diverse Commuting |
| Commuting attire is gradually breaking away from stereotypes, with the minimalist “less is more” approach still dominant. Comfort and refinement now define commuting attire Comfort: Comfort-conscious consumers prioritize quality, followed by how well items match Refinement: Commuters are most focused on the coordination and quality of the outfit. |
| Category Trend 4: Family Returns |
| As family social gatherings make a comeback, home wear is evolving beyond just “pajamas” to include more refined, versatile options. Quality fashion consumers’ elevated expectations for home wear center on three key aspects: fabric, functionality, and craftsmanship. |
