reports
enovate’s 2010-2011 Chinese Youth Fashion Trends Report
Over a year ago, we created our first street team in Shanghai. The street team consisted of three to four Chinese youth college students, selected for their passion and dedication to fashion and research. Their task was to head out into the streets of Shanghai every week and capture both the existing fashion styles as well as the unique voices of the Chinese youth. From this initial endeavor, we have expanded our street teams into Hangzhou and Chongqing, and anticipate future street teams in Guangzhou, Beijing, and Chengdu over the next year.
From our street team’s keen fashion eye and our existing Chinese youth cultural knowledge, we are proud to present our 2010-2011 Chinese Youth Fashion Trends Report. The goal of this report is to inspire designers, creatives, marketers, researchers, or those simply interested in modern Chinese fashion, and create cultural contexts and moods surrounding Chinese youth fashion today.
“More and more London influences are beginning to creep into China. The ubitquitous popularity of football and David Beckham influence countless young Chinese males to idolize and picture a place where a queen resides over a land.”
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2010 China Emerging Consumer Trends Report
80% of rich Chinese consumers are under the age of 45, compared with 30% in the US and 19% in Japan. The sheer size and spending power of this consumer group, combined with the relatively mild impact of the global recession on China, is causing foreign brands to salivate over the potential upsides of this market. enovate’s report reveals specific China youth trend insights that were gained through our close interactions (direct market research, social media participation, trend analyses) with China’s emerging consumer segment (15-30 years old). The report report highlights key trends affecting China’s emerging consumer class in areas related to technology, society, regions, media, and marketing and branding preferences that provide guidance for any brand or business targeting this growing market.
“… Over 60% of Emerging Consumers Prefer International Brands that Localize their Products to the China Market.”
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2010 Chinese Youth Green Values Report
Throughout November and December, enovate and Greennovate teamed up to conduct the first ever Chinese youth focused environmental study. In our research efforts, we managed to capture 400 unique Chinese youth voices in our surveys and in-depth interviews. These voices represent China’s socially-aware and forward thinking youth. Look for many of these ideals to be prominent Chinese youth values for years to come.
“… 58% of Chinese youth make the effort to verify [a brand's] claims of environmental friendliness if they are in doubt.”
