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, leading to subtle yet revolutionary changes. In the Chinese fashion industry, a fierce competition is unfolding between luxury brands and mass-market brands. As ordinary consumers, we now find ourselves caught between the allure of high-end fashion and the affordability of budget options—so, who would we choose? The luxury sector, once a highly profitable industry, has been significantly impacted by the global financial crisis. Global luxury consumption has seen a sharp decline, with analysts at JPMorgan Chase predicting at least a 4% drop in sales for 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 several years ago. After the collapse of Lehman Brothers, luxury sales plummeted. In Italy, Versace faced even greater challenges than in Japan, where the luxury market has long lost its former glamour. Despite China’s ongoing economic growth, many luxury brands have bypassed the country, opting instead to focus on overseas markets, and their sales remain uncertain. British luxury brand Burberry even resorted to heavy discounts, with some items sold at as low as 1.5 times their original price. Meanwhile, the rise of affordable yet stylish fast-fashion brands has gained momentum. Credit Suisse Group analysts reported a 10% decline in luxury sales during the first half of the year. In response, fast fashion giants like Zara, H&M, Uniqlo, and Muji have stepped in, filling the gap left by the luxury sector. These brands, originating from Europe and the U.S., are known for their low prices, trendy designs, and efficient supply chains. Though they may not carry the same prestige as luxury names, they invest heavily in branding and store locations, often opening in high-end shopping districts alongside top-tier brands. As noted in *Time* magazine, this strategy has made fast fashion the biggest winner during the economic downturn. In China, fast fashion is evolving rapidly, with local brands like CROBI, San Fu, E, and Susie quickly gaining traction. Unlike traditional fashion brands, these companies follow a "short, flat, and fast" business model, targeting second- and third-tier cities where demand for affordable yet stylish clothing is growing. Chinese consumers today are more rational in their clothing choices, no longer blindly chasing luxury. Instead, they seek personal expression through fashion. Younger generations, especially the post-90s and Gen Z, are more open to new trends and willing to experiment. Surveys show that only 3% to 8% of consumers are willing to spend on expensive clothing, while the majority prefer mid-to-low-end options. As a result, low-cost and fashionable clothing has become the new trend in the fashion industry. Take CROBI as an example. This French brand, operated by Guangzhou Sejong Clothing Co., Ltd. in China, targets the third-tier market with a unique positioning: "French brand, Hong Kong planning, Japanese design, and international operations." While avoiding the fiercely competitive first- and second-tier cities, it focuses on the vast middle and lower-tier markets. The brand successfully blends the style of luxury brands with the affordability of mass-market ones, offering fashionable yet cost-effective clothing. Despite being relatively new to the Chinese market, CROBI has already won praise from both franchisees and consumers across different age groups. While luxury brands continue to enter China, their main battleground remains limited to major metropolitan areas. In contrast, low-cost fashion is becoming the new favorite among consumers in smaller cities, reflecting a shift in consumer behavior driven by economic uncertainty and changing preferences.

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