guochao
Masha Ma’s Local Playbook Pays Off
Following the roll-out of four new stores across Tier-1 cities in September, the local girl has opened Shanghai Fashion Week — a first for an independent designer. Read More
Does Swapping Celebrities Damage Your Brand?
Luxury names lean heavily on celebrities in China, so does it matter when they need to cut ties with a big name and drop in another? Read More
5 Key Consumer Trends for the Post-COVID-19 Era
COVID-19 continues to transform the way consumers engage with luxury products. But which post-pandemic trends will stick around? Read More
Why Mid-Autumn Festival Is China’s Fashion-Food Moment
With this year’s Mid-Autumn Festival arriving in two weeks, what global brands have collaborated with local partners on holiday mooncakes? Read More
Margaret Zhang’s Vogue China Stands Against the Norm
Vogue China revealed the first hotly anticipated cover by its new and youngest-ever editor-in-chief, Margaret Zhang. What was the reaction from netizens? Read More
What Brands Need to Know About China’s Patriotic Perfume Boom
Young Chinese aren’t just looking for novelty perfumes; they also crave scents and imagery that evoke a sense of their Chinese identities. Read More
Can Shushu/Tong Go Global?
Known for its feminine yet quirky style, Chinese designer brand Shushu/Tong has blown up in China. Now, it’s eyeing the global market. Read More
H&M Continues To Fail In China
H&M recently saw some of its products banned in China, but should the brand be more worried about its connection with China’s consumers? Read More
3 Ways Foreign Luxury Brands Can Tap Into China’s Guochao Trend
So far, guochao has mainly been associated with Chinese brands. But Western brands can take advantage of this trend if they follow these three rules. Read More
Dior’s Guochao Menswear Collection Avoids Cultural Clichés
Dior has become one of the few Western luxury brands to embrace the guochao trend by combining traditional Chinese culture with modern style. Read More
