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by THE BERGSTROM GROUP on April 24, 2013
We have been tracking the key factors youth consider when buying in a store since 2008 (check out our 2008 results in Women’s Wear Daily and 2010 results in AdAge).
We have been able to encapsulate on point priorities and mark fluctuations during this time. In 2008, youth were risk takers, eager and willing to travel and branch out to discover new brands. In 2010, consumers had already moved on from retail tourists to efficiency enthusiasts. No longer willing to travel, youth looked for convenient, tried and true options.
We have been able to encapsulate on point priorities and mark fluctuations during this time. In 2008, youth were risk takers, eager and willing to travel and branch out to discover new brands. In 2010, consumers had already moved on from retail tourists to efficiency enthusiasts. No longer willing to travel, youth looked for convenient, tried and true options.
by THE BERGSTROM GROUP on April 24, 2013
According to L2’s report on fashion brands’ digital performance in China last year, independent B2C has increased its share from 6% in 2011 to 22% in 2012 in online apparel spend. Despite the growth however, not one brand from L2's study earned the “genius” rank yet, indicating a slow execution across the board in digital performance (site, social media, mobile, and digital marketing).
by THE BERGSTROM GROUP on April 23, 2013
Restaurants in China are finding more creative approaches to enhance diners’ in-store experience, including launching menus that look like magazines and smart phone apps.
by THE BERGSTROM GROUP on April 22, 2013
During a recent retail audit, we encountered two young shop assistants from Rope Picnic, a newly launched Japanese fashion brand. The mainland Chinese assistants had been given style training from Japanese representatives to best represent the brand's aesthetic. Once looking Rope Picnic-ready, these young fashionistas become models for the brand's Weibo accounts. When customers go to the store, they can likely meet these relatable brand ambassadors.
by THE BERGSTROM GROUP on September 20, 2012
Our team went back to school and asked college students and recent graduates to describe their looks:
Cheer, 21, f, college student major in new media
This semester my style is more refreshing (or qingxin) in design and color than it was last year.
Cheer, 21, f, college student major in new media
This semester my style is more refreshing (or qingxin) in design and color than it was last year.
by THE BERGSTROM GROUP on September 20, 2012
As fall fashion season is upon us, we asked three of our trendspotters to give us their opinions on what will be hot for young men and women in China. Overall, these “chao” (潮 meaning trendy) youth agree that safe colors will be "out." See more of their predictions for men and women below:
Zhou Wei, 26, m, Taobao menswear shop owner, Shanghai (via Nantong)
For guys just graduating, I suggest simple and clean-cut outfits that fit well to graduate from the more sporty looks they had in school. I select products for my store based on fashion information I absorb from magazines, Weibo and fashion shows worldwide. 60% of my customers come to the store without knowing what to buy or what is suitable for them so learning more also helps me guide my customers’ tastes. – Zhou Wei
The Bergstrom Group is an insights consultancy with a passion for telling the story of new China.
We (literally) wrote the book on marketing to youth in China. Get beyond the headlines with All Eyes East: Lessons from the Front Lines of Marketing to China’s Youth to understand the attitudes and behaviors that drive the most dynamic population of our time.