This book explores the dynamic landscape of fashion in China since the
beginning of the 21st century through an integrated perspective. The
book considers key questions related to the changes in China's fashion
dynamics driven largely by the shifts in the mindset of Chinese
consumers due to the current sociocultural contexts. To provide an
understanding of these important shifts, this three-part monograph pays
close attention to the new generation of Chinese fashion designers and
consumers. The book explores in detail related topics such as, how
today's Chinese consumers relate to foreign brands, the meaning of
apparel brands as identity symbols or cultural signs to contemporary
young consumers, the attractiveness of Western fashion designers and
brands in the eyes of current Chinese consumers as compared to past
consumers, and how brands could adapt to the online-centered consumption
behavior. The book serves as an insightful update on the Chinese fashion
landscape for researchers, practitioners and passionate followers of its
evolution.