“We love European and American style,” says Yung Chunxue, a 22-year-old university student. “They’re fashionable… we see their clothing advertised on TV and in the movies.”
This is the attitude that rising Chinese fashion retailers are up against as they seek to establish themselves in a market filled with well-known Western competition; these home-grown companies, however, are nothing if not enthusiastic about their place in the Chinese market.
“More and more people are starting to notice that China can produce our own fashion brands,” says Liesl Li, spokeswoman for Chinese fashion brand Meters/bonwe. “For a long time, ‘Made in China’ represented cheap and low-quality products, but in recent years, ‘Made in China’ is beginning to represent a good ratio of quality and price.”
Meters/bonwe recorded 7.5 billion yuan in Chinese sales last year, and it is not the only native fashion brand working to win back customers from Western companies.
“That sector of the market [Chinese fashion retailers] is among the fastest growing,” said China analyst Paul French of the Access Asia retail consultancy
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