This book provides essential insights into Chinese consumer behaviors in
the growing and dynamic fashion market. With increasing consumer
purchasing power, readily accessible global brands, heavy application of
digital technology and social media, as well as growing awareness of
environmental issues, the Chinese fashion industry faces great
opportunities and challenges at the same time. The contributing authors
provide observations and address issues related to middle class fashion
consumption, sustainable apparel consumption, technology application in
fashion retailing, and the select traditional and new industry segments
in the context of China's recent and massive economic boom. As such, the
book offers an invaluable reference guide for all academics and
practitioners interested in the Chinese fashion market.