China is quickly becoming the fashion capital. Thanks to young consumers and social media, China is not looking to the West for fashion ideas any longer, is developing its own style. There is even unique name for it: China-Chic.
China-Chic is the result of young people's renewed interest in Chinese culture and things that are guochao-brands and products have a traditional Chinese flavor. According to Nielsen, a company which follows consumer trends, 68 percent of young Chinese say they prefer buying "Made in China" products foreign made products. The trend (gain) popularity over the past couple of years, (particular) among those in their late teens and early 20s.
Nostalgia (怀旧) is part of this trend, with products such as White Rabbit candy and Bee Flower hair care products (become) popular among the young, but newer products such as Perfect Diary and Peace Bird are now outselling foreign brands. Last year, domestic brands even increased (sale) by 2 percent.
Market researcher Elijah Whaley says, "Foreign brands used to have an edge in the Chinese market by representing a Western lifestyle that (assume) to be superior. But Chinese consumers are now more confident in (they) domestically crafted China style. "
