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The Clothing Purchase Behaviour of Mainland Consumers

The Clothing Purchase Behaviour of Mainland Consumers   
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Despite the uneven economic recoveries in progress and a gradual easing of belt-tightening in the US, the EU and Japan, many consumers in mature markets continue to shy away from non-essential spending. Yet, quite the opposite is happening in the emerging markets. Thanks to brisk economic growth and steady improvements in the people’s standard of living, consumers in emerging markets are increasingly demanding when it comes to the quality and style of clothes they buy. And their lifestyle is clearly reflected in the way they dress. HKTDC Research conducted surveys on garment consumption in the Chinese mainland in 2001, 2002, 2008 and 2012 respectively. In a bid to understand the latest consumption pattern for garments and the advantages of Hong Kong brands on the mainland, a new round of survey was carried out in 13 mainland cities in 2015. The findings and recommendations of the survey report should be useful to Hong Kong companies interested in expanding into the mainland garment market.

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