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i Introduction ii Infographic 1 iii Article iv Visuals v Infographic 2 vi Conclusion vii Index


This is the fourth booklet in a series of five. It is an insight into how the East has influenced the West. Although China is growing in terms of the consumption of luxury goods, it’s important to note that their textile exports are key to the fashion industry. The infographics featured in this booklet include clothing output in China as well as the main export markets for China’s textile products.

The Main Export Markets for China’s Textile Products 2010

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2 3 1 2 3 4 5

EU 19.8% USA 16.1% Japan 13.2% ASEAB Countries 7.8% Others 31.9%

It’s nearly impossible to go a week without reading about international fashion brands expanding their operations in China. But what about Chinese brands targeting the West?

Chinese Fashion Brands Look West

A number of Chinese fashion and apparel brands are now aiming to build upon their domestic success and establish themselves in Western markets. Among them are companies like Bosideng, with recorded revenues of $1.3 billion in 2012 and over 10,000 retail outlets in China, and Eve Enterprise, the group behind four menswear collections now targeting the UK. But not every Chinese brand that has targeted Western markets has been successful. Beijing-based Li Ning became the first major Chinese sportswear brand to establish a significant presence in the US, opening a flagship store in Portland, Oregon, in January 2010. But struggling to compete against established giants like Nike and Adidas, the company closed the store just two years later and has since overhauled its approach to the US market, focusing on e-commerce. While they may have a large footprint back home, perhaps the number one hurdle Chinese fashion and apparel companies face in the West is low brand awareness. “In China, Bosideng is as well-known as Marks & Spencer is here,” said Jason Denmark, the company’s UK director of retail operations. Not so in the West. It’s a challenge Bosideng has addressed head on, making a splash earlier this year by opening a large flagship store with three levels of retail space at the corner of Oxford Street and South Molton Streets, right in the middle of Central London’s busiest shopping district. “Instinctively, Bosideng’s aspirations were to open in Manhattan first, but with a potential footfall of over two million people a year at the apex of Oxford Street and South Molton, we’ve made the right strategic decision in terms of where to place the first store outside of China,” said Denmark. For Eve Enterprise, a presence in London is also seen as critical to building international brand awareness. The company plans to open its first European store in London’s Notting Hill neighbourhood by 2013, before expanding, eventually, to North America. “London is a very creative and tolerant city that perfectly combines traditional culture and modern

fashion,” said founder Xia Hua. With the support of the British Fashion Council, Eve also staged a catwalk show at London Fashion Week, last February, followed by another show in July, to coincide with China Business Day in the UK. Of course, getting the product right is also critical. “Understanding the local markets, consumers and tastes outside of China” is one of the biggest challenges, said Alexandre Quirici, a partner at IDG Capital Partners, a China-focused investment firm, and a private investor in Qeelin, a Chinese luxury jewelry brand stocked at leading European stores like Harrods, Selfridges and Colette. It’s a truth that Bosideng recognizes well. Indeed, tailoring product to local tastes is a critical part of the company’s expansion strategy. “We need to make sure that the collection can travel,” said Denmark. Bosideng has enlisted Nick Holland, founder of UK men’s tailoring brand Holland Esquire and Ash Gangotra, the founding director of former Oasis frontman Liam Gallagher’s clothing label, Pretty Green, to launch Bosideng London, a completely new collection designed with a Western consumer in mind. In China, Bosideng is renowned for its down jackets, but at the company’s new London store, down comprises no more than 10 percent of the product range. Instead, Bosideng London offers everything from trousers and suits to polo shirts, business shirts and trench coats. The result is a comprehensive but well-edited and cohesive collection that feels like a cross between Reiss, Hugo Boss and Paul Smith. Eve has also opened design studios in Western cities, including London, Milan, and Paris, which have enabled the company to enlist the expertise of employees who better understand local tastes. And while Eve’s collections incorporate subtle Chinese influences — Mandarin collars, carved jade buttons, and robe-like silhouettes, for instance — they all have Europeansounding names: Eve de Cine, Eve de Uomo, Notting Hill, Kevin Kelly and Jaques Pritt.

Image: Bosideng S/S 2013 Campaign

30 25 20 15 10 05 00

Year Units (Billions) 2006 2007 2008 2009 2010

17 20.3 20.7 23.8 28.5

Clothing output in China


The clothing output infographic shows that output has grown due to an increase in demand for luxury goods. More production means that more textiles are needed which works in China’s favour. The export market infographic shows that the highest demand for textile products from China comes from Europe. These statistics demonstrate that China and the EU need each other to faciliate each other’s markets.


Article http://www. businessoffashion. com/2012/08/globalbriefing-chinese-fashionbrands-look-west.html Infographic Visual Design Luella Del Basso Infographic 1 Data http://www.businessvibes. com/blog/china-kingtextile-industry Infographic 2 Data http://www.businessvibes. com/blog/china-kingtextile-industry Layout Design Luella Del Basso Scans Luella Del Basso



Booklet 4 of 5. Information about the growth of the fashion industry in China.