Card Le Fashion Cheap Ladies Costumes into the new darling of consumers

The financial crisis has not only reshaped the global economic order but also deeply influenced people's life concepts and lifestyles, bringing about subtle yet revolutionary changes. In the Chinese fashion industry, a fierce competition is emerging between luxury brands and mass-market brands. As ordinary consumers, caught between luxury and affordability, many are now rethinking their choices. The luxury sector, once seen as a highly profitable industry, has been hit hard by the global financial crisis, leading to a sharp decline in global luxury consumption. Analysts at JPMorgan Chase predict that luxury sales could drop by at least 4% in 2009. Internationally renowned brand Chanel recently announced plans to lay off 200 workers, a 10% reduction in its workforce. Saito Kazuhiro, editor-in-chief of Vogue Japan, noted that the global luxury market had already become saturated years ago. After the collapse of Lehman Brothers, luxury sales plummeted. In Italy, brands like Versace faced even greater challenges, while Japan’s once-glamorous luxury market has lost much of its former shine. Although China’s economy continues to grow, many luxury brands have bypassed the country, opting instead to focus on overseas markets, where their sales are also struggling. British brand Burberry, for instance, introduced deep discounts, with some items sold at as low as 1.5 times the original price. At the same time, the rise of affordable, fast-fashion brands has gained momentum. The economic downturn pushed consumers toward more cost-effective options. Credit Suisse analysts reported a 10% drop in luxury sales during the first half of the year compared to the previous year. In this vacuum, fast fashion brands like ZARA, H&M, Uniqlo, and Muji have stepped in. These brands, which originated in Europe and the U.S., offer stylish designs at low prices, supported by efficient supply chains and strong brand identities. Despite their lower price points, they invest heavily in packaging and store design, often locating their flagship stores next to luxury retailers in high-end shopping districts. This strategy has made them the biggest winners during the economic crisis. In China, fast fashion is evolving rapidly, with local brands like CROBI, San Fu, E, and Susie following a unique path. They focus on the second- and third-tier markets, offering trendy, affordable clothing that meets the needs of budget-conscious consumers. Today’s Chinese consumers are becoming more rational in their clothing choices. No longer blindly chasing expensive brands, they now seek personalized styles that reflect their individuality. Younger generations, in particular, are more open to new trends and willing to experiment. Surveys show that only 3% to 8% of consumers are willing to spend on high-end fashion, while the majority prefer mid-range or budget-friendly options. As a result, affordable yet fashionable clothing has become the new trend in the fashion industry. CROBI, for example, exemplifies this shift. A French brand operated by Guangzhou Sejong Clothing Co., Ltd., it combines French branding, Hong Kong planning, and Japanese design. While avoiding the crowded first- and second-tier cities, it targets the vast third-tier market, offering stylish yet inexpensive fashion. With prices lower than average, CROBI successfully blends high fashion with affordability, making it a pioneer in the low-cost fashion segment. Though relatively new to the Chinese market, it has already gained popularity among a wide range of consumers and franchisees. While luxury brands dominate major cities, low-cost fashion is quickly becoming the preferred choice for the masses in second- and third-tier cities.

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