This report is about how and why young Chinese women are using e- commerce and social media to make their shopping choices.
We conducted ethnographic research with 10 young women who are avid online clothing shoppers in Beijing, Shanghai, and Chongqing.
This report is all about young women and clothes, but the conditions and drivers behind the behavior have implications well beyond cheap and cheerful online fast fashion.
Because what we see is that for young consumers in China, the starting point for shopping is shifting from advertising, brands, and retailers… to people.
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