Youth today are not looking to straight up copy other countries’ looks, they want to mix, match and adapt. What we found were style chameleons – expressing one style one day, another the next.
- The Bergstrom Group
This document profiles four fashion experts and their favorite affordable fashion finds for the season. It summarizes each expert's signature style and shopping tips. It then lists each expert's top picks, including items from brands like Gap, J.Crew, Uniqlo, Topshop, H&M, and Aldo. The experts favor investment pieces, statement items, layering staples, and trend-driven affordable fashion. They recommend looking for quality fabrics and timeless styles that can be dressed up or down.
The brief asks Tarik to create an outfit that represents Sydney style. Tarik researches Sydney fashion culture, noting the streetwear influence and brands like Tsubi and Mambo. He discusses Sydney's high fashion and sporty styles. Tarik analyzes fashion brands Maharishi and Stussy that found success linking to cultural heritage. He plans to design a youthful movement defined by Sydney's energy, heritage and relevance, incorporating Aboriginal, youth culture and landmark influences.
The document discusses the history and evolution of fashion trends from the 1960s to today. It notes that youth culture played a large role in popularizing styles in the 1960s like bell bottoms and tie dye. Iconic 1960s trends like mini skirts and polka dot dresses remained popular for decades. The document also examines fashion trends from subsequent decades like leisure suits in the 1970s and power dressing in the 1980s. Many older trends from the 1960s-1980s have seen a resurgence in popularity today, showing the cyclical nature of the fashion industry.
Sustainability reporting on the social and environmental impacts of the 2011 Shanghai Fashion Week closing event. Shares ideas and progress on how to implement sustainability into an event , especially in China
World Luxury Index China - Top 50 Most-Searched For Luxury Brands in ChinaDigital Luxury Group
This ranking is the first installment of the World Luxury Index, an international ranking and analysis of the most searched-for brands within the luxury industry. Covering over 400 brands within six key segments (fashion, beauty, jewelry, cars, watches, and hospitality) in ten key luxury markets, the WorldLuxuryIndex provides insights on the unbiased search inputs coming from global luxury consumers in the world’s top search engines (Google, Bing, Baidu, Yandex). The result is a one-of-a-kind benchmark of the luxury brands capturing the attention of luxury-minded consumers around the world
Sustainable fashion aims to create environmentally friendly and socially responsible systems. Conventional clothing production can harm the environment through water pollution from pesticides and dyes, emissions from synthetic fibers and transportation, and filling landfills when clothes are discarded. Materials like modal rayon are made from processed beechwood but can release formaldehyde and cause allergic reactions in some people. Fur farming produces animal waste that pollutes waterways with nitrogen and phosphorus while processing involves harmful chemicals. Garment manufacturing has issues with long work hours, unsafe conditions, harassment, restrictions on unions and supply chain pressures that compromise worker welfare. Alternatives promote fair trade, child labor-free and eco-friendly options.
As the global retail sector sees shifts in consumer behaviour retailers must stay ahead of the factors influencing fast-changing market.
We have compiled a trend report which identifies eight key IT, cultural and social trends driving change in the retail sector in order to identify short-term customer opportunities in the run-up to 2020.
This document profiles four fashion experts and their favorite affordable fashion finds for the season. It summarizes each expert's signature style and shopping tips. It then lists each expert's top picks, including items from brands like Gap, J.Crew, Uniqlo, Topshop, H&M, and Aldo. The experts favor investment pieces, statement items, layering staples, and trend-driven affordable fashion. They recommend looking for quality fabrics and timeless styles that can be dressed up or down.
The brief asks Tarik to create an outfit that represents Sydney style. Tarik researches Sydney fashion culture, noting the streetwear influence and brands like Tsubi and Mambo. He discusses Sydney's high fashion and sporty styles. Tarik analyzes fashion brands Maharishi and Stussy that found success linking to cultural heritage. He plans to design a youthful movement defined by Sydney's energy, heritage and relevance, incorporating Aboriginal, youth culture and landmark influences.
The document discusses the history and evolution of fashion trends from the 1960s to today. It notes that youth culture played a large role in popularizing styles in the 1960s like bell bottoms and tie dye. Iconic 1960s trends like mini skirts and polka dot dresses remained popular for decades. The document also examines fashion trends from subsequent decades like leisure suits in the 1970s and power dressing in the 1980s. Many older trends from the 1960s-1980s have seen a resurgence in popularity today, showing the cyclical nature of the fashion industry.
Sustainability reporting on the social and environmental impacts of the 2011 Shanghai Fashion Week closing event. Shares ideas and progress on how to implement sustainability into an event , especially in China
World Luxury Index China - Top 50 Most-Searched For Luxury Brands in ChinaDigital Luxury Group
This ranking is the first installment of the World Luxury Index, an international ranking and analysis of the most searched-for brands within the luxury industry. Covering over 400 brands within six key segments (fashion, beauty, jewelry, cars, watches, and hospitality) in ten key luxury markets, the WorldLuxuryIndex provides insights on the unbiased search inputs coming from global luxury consumers in the world’s top search engines (Google, Bing, Baidu, Yandex). The result is a one-of-a-kind benchmark of the luxury brands capturing the attention of luxury-minded consumers around the world
Sustainable fashion aims to create environmentally friendly and socially responsible systems. Conventional clothing production can harm the environment through water pollution from pesticides and dyes, emissions from synthetic fibers and transportation, and filling landfills when clothes are discarded. Materials like modal rayon are made from processed beechwood but can release formaldehyde and cause allergic reactions in some people. Fur farming produces animal waste that pollutes waterways with nitrogen and phosphorus while processing involves harmful chemicals. Garment manufacturing has issues with long work hours, unsafe conditions, harassment, restrictions on unions and supply chain pressures that compromise worker welfare. Alternatives promote fair trade, child labor-free and eco-friendly options.
As the global retail sector sees shifts in consumer behaviour retailers must stay ahead of the factors influencing fast-changing market.
We have compiled a trend report which identifies eight key IT, cultural and social trends driving change in the retail sector in order to identify short-term customer opportunities in the run-up to 2020.
What are the key forces driving change in the retail sector?
Where does the opportunity with the consumer lie?
In our Retail Showcase, we share with you our vision of what it takes to win in retail today.
Download a full version of the report at:
www.psfk.com/report/future-of-work-2016/
The PSFK Future of Work Report deep dives into the talent and development landscape to identify the conditions and qualities that cultivate tomorrow’s leaders in the workplace. In return for investing in greater opportunity and education, employers will reap the rewards of increased efficiency, engagement and entrepreneurship—reducing mistrust, stress and ultimately turnover across teams.
Additionally, PSFK has developed six workplace visions that were inspired by 10 strategies to develop a new era of internal leadership. These boundary-pushing product and workplace concepts reimagine how teams can onboard employees, expand the office, and prevent miscommunication.
The document discusses several retail trends for 2017 including the continued growth of e-commerce, the evolution of the in-store experience to be more focused on fulfillment, inspiration and frictionless transactions, the rise of conversational commerce through voice assistants, the impact of automation and robotics on jobs, and the need for agility at large retailers to keep up with innovation. It also touches on trends like the sharing economy, crowdsourcing, mobile payments, IoT, VR and blockchain. Additionally, it discusses changes in the role of the physical store, optimizing real estate footprints, increasing productivity and prioritizing leisure experiences downtown.
Retail 2020: Retail Will Change more in the Next 5 Years than the Last 50FITCH
Against a backdrop of seismic shifts in our retail landscape, Christian Davies, Executive Creative Director, Americas at FITCH took the audience on a global tour of the major trends that will be the norm by the time we’re ringing in the New Year of 2020. Emerging trends are mapped against new shopper behaviors and the rise of Gen Z – set to be the largest group of shoppers globally by 2020 – and by new realities of retail operations, language and purpose. This presentation was given at Globalshop in Las Vegas on March 26th, 2015.
3 Things Every Sales Team Needs to Be Thinking About in 2017Drift
Thinking about your sales team's goals for 2017? Drift's VP of Sales shares 3 things you can do to improve conversion rates and drive more revenue.
Read the full story on the Drift blog here: http://blog.drift.com/sales-team-tips
How to Become a Thought Leader in Your NicheLeslie Samuel
Are bloggers thought leaders? Here are some tips on how you can become one. Provide great value, put awesome content out there on a regular basis, and help others.
With spending down and earnings slipping, how can brands entice youth to buy? To better understand the problem and source solutions, we repeated our retail priorities study and investigated retail in many of its forms – across categories and (physical or virtual) locations.
The organic movement is taking interesting form in China. Here, we tell the story by exploring representations in media, business, and among consumers. Happy reading!
As Chinese consumers become more accustomed to the idea of luxury, they are looking for a deeper, more personal connection to specific brands and experiences.
Chinese youth are experiencing changing attitudes towards relationships, finances, and love. Traditionally, being single carried a stigma but this is changing as more women choose careers over marriage or remain single by circumstance. A book explores reasons why some Chinese women remain single, such as relationship difficulties or prioritizing work, and how this generation is the first to embrace singlehood. Government data shows a gender imbalance with many more single men, reflected in an online map of Valentine's Day messages. Chinese society is also becoming more open about sexuality as reflected by an approved romantic comedy about a sex shop and the celebration of "Mistress Day".
China has sex on the brain. From discussions and news reports on the prevalence of sex shops in China’s major cities, to concerns over sex education in Chinese classrooms, Chinese youth are being exposed to these topics more and more frequently.
- The Bergstrom Group
Chinese brands have led the way in themed retail this year, playing with new concepts in a way that global players simply can not. Let’s recap and look for more great additions in 2011!
- The Bergstrom Group
The document summarizes retail trends among Chinese youth in 2010. Key trends included: (1) Social media sites that allowed youth to see others' opinions on products and make shopping social; (2) New experiential retail environments like kids hair salons and playgrounds that sparked children's imaginations; and (3) Chinese brands gaining prominence and launching new concept stores both domestically and abroad to target Chinese consumers. Flash sales, mobile payments, and bringing online features to physical stores were also trends seen in 2010.
The document discusses perceptions of sexiness among Chinese youth based on interviews. Youth see Shanghai as the sexiest city due to its modernity. Other top cities are seen as sexy for their history, natural beauty, or nightlife. For youth, sexiness is associated more with confidence and passion for life than physical appearance. Brands seen as appropriately sexy appeal to creativity and lifestyle rather than overt sexuality. Chinese youth are more open about sexuality, shown in trends like customizable online avatars and the success of a women-owned sex shop in Shanghai.
The document discusses how new technologies have impacted Chinese youth culture and entertainment. It describes different generations (70s, 80s, 90s) and the iconic technologies that shaped them. Today's youth are frustrated by a lack of creativity in mainstream entertainment like reality shows and movies. While some artists and bands try to survive outside the mainstream, it is difficult. The document advocates learning more about new trends in Chinese entertainment by exploring the resources on The Bergstrom Group's website.
Understanding how mini-generations define themselves and each other is a valuable asset for brands that hope to reach "youth" in China. This presentation defines and illustrated how generations have been expedited.
- The Bergstrom Group
What you need to know about regional differences and local pride to grow your brand among Chinese youth. It is more than physical attributes, locality also decides who is in and who is out.
- The Bergstrom Group
Navigating the World of Topsoil: A Guide to the Right Choice for Your Gardennerissacampuzano
Are you looking to improve your garden's health but unsure about which topsoil to choose? This PPT provides insights into selecting the right topsoil for your gardening needs. From understanding various types of topsoil to evaluating their benefits, this resource equips you with the essential knowledge to make an informed decision. Explore to learn more.
Click to know more - https://mulchpros.com/blog/navigating-the-world-of-topsoil-a-guide-to-the-right-choice-for-your-garden/
What are the key forces driving change in the retail sector?
Where does the opportunity with the consumer lie?
In our Retail Showcase, we share with you our vision of what it takes to win in retail today.
Download a full version of the report at:
www.psfk.com/report/future-of-work-2016/
The PSFK Future of Work Report deep dives into the talent and development landscape to identify the conditions and qualities that cultivate tomorrow’s leaders in the workplace. In return for investing in greater opportunity and education, employers will reap the rewards of increased efficiency, engagement and entrepreneurship—reducing mistrust, stress and ultimately turnover across teams.
Additionally, PSFK has developed six workplace visions that were inspired by 10 strategies to develop a new era of internal leadership. These boundary-pushing product and workplace concepts reimagine how teams can onboard employees, expand the office, and prevent miscommunication.
The document discusses several retail trends for 2017 including the continued growth of e-commerce, the evolution of the in-store experience to be more focused on fulfillment, inspiration and frictionless transactions, the rise of conversational commerce through voice assistants, the impact of automation and robotics on jobs, and the need for agility at large retailers to keep up with innovation. It also touches on trends like the sharing economy, crowdsourcing, mobile payments, IoT, VR and blockchain. Additionally, it discusses changes in the role of the physical store, optimizing real estate footprints, increasing productivity and prioritizing leisure experiences downtown.
Retail 2020: Retail Will Change more in the Next 5 Years than the Last 50FITCH
Against a backdrop of seismic shifts in our retail landscape, Christian Davies, Executive Creative Director, Americas at FITCH took the audience on a global tour of the major trends that will be the norm by the time we’re ringing in the New Year of 2020. Emerging trends are mapped against new shopper behaviors and the rise of Gen Z – set to be the largest group of shoppers globally by 2020 – and by new realities of retail operations, language and purpose. This presentation was given at Globalshop in Las Vegas on March 26th, 2015.
3 Things Every Sales Team Needs to Be Thinking About in 2017Drift
Thinking about your sales team's goals for 2017? Drift's VP of Sales shares 3 things you can do to improve conversion rates and drive more revenue.
Read the full story on the Drift blog here: http://blog.drift.com/sales-team-tips
How to Become a Thought Leader in Your NicheLeslie Samuel
Are bloggers thought leaders? Here are some tips on how you can become one. Provide great value, put awesome content out there on a regular basis, and help others.
With spending down and earnings slipping, how can brands entice youth to buy? To better understand the problem and source solutions, we repeated our retail priorities study and investigated retail in many of its forms – across categories and (physical or virtual) locations.
The organic movement is taking interesting form in China. Here, we tell the story by exploring representations in media, business, and among consumers. Happy reading!
As Chinese consumers become more accustomed to the idea of luxury, they are looking for a deeper, more personal connection to specific brands and experiences.
Chinese youth are experiencing changing attitudes towards relationships, finances, and love. Traditionally, being single carried a stigma but this is changing as more women choose careers over marriage or remain single by circumstance. A book explores reasons why some Chinese women remain single, such as relationship difficulties or prioritizing work, and how this generation is the first to embrace singlehood. Government data shows a gender imbalance with many more single men, reflected in an online map of Valentine's Day messages. Chinese society is also becoming more open about sexuality as reflected by an approved romantic comedy about a sex shop and the celebration of "Mistress Day".
China has sex on the brain. From discussions and news reports on the prevalence of sex shops in China’s major cities, to concerns over sex education in Chinese classrooms, Chinese youth are being exposed to these topics more and more frequently.
- The Bergstrom Group
Chinese brands have led the way in themed retail this year, playing with new concepts in a way that global players simply can not. Let’s recap and look for more great additions in 2011!
- The Bergstrom Group
The document summarizes retail trends among Chinese youth in 2010. Key trends included: (1) Social media sites that allowed youth to see others' opinions on products and make shopping social; (2) New experiential retail environments like kids hair salons and playgrounds that sparked children's imaginations; and (3) Chinese brands gaining prominence and launching new concept stores both domestically and abroad to target Chinese consumers. Flash sales, mobile payments, and bringing online features to physical stores were also trends seen in 2010.
The document discusses perceptions of sexiness among Chinese youth based on interviews. Youth see Shanghai as the sexiest city due to its modernity. Other top cities are seen as sexy for their history, natural beauty, or nightlife. For youth, sexiness is associated more with confidence and passion for life than physical appearance. Brands seen as appropriately sexy appeal to creativity and lifestyle rather than overt sexuality. Chinese youth are more open about sexuality, shown in trends like customizable online avatars and the success of a women-owned sex shop in Shanghai.
The document discusses how new technologies have impacted Chinese youth culture and entertainment. It describes different generations (70s, 80s, 90s) and the iconic technologies that shaped them. Today's youth are frustrated by a lack of creativity in mainstream entertainment like reality shows and movies. While some artists and bands try to survive outside the mainstream, it is difficult. The document advocates learning more about new trends in Chinese entertainment by exploring the resources on The Bergstrom Group's website.
Understanding how mini-generations define themselves and each other is a valuable asset for brands that hope to reach "youth" in China. This presentation defines and illustrated how generations have been expedited.
- The Bergstrom Group
What you need to know about regional differences and local pride to grow your brand among Chinese youth. It is more than physical attributes, locality also decides who is in and who is out.
- The Bergstrom Group
Navigating the World of Topsoil: A Guide to the Right Choice for Your Gardennerissacampuzano
Are you looking to improve your garden's health but unsure about which topsoil to choose? This PPT provides insights into selecting the right topsoil for your gardening needs. From understanding various types of topsoil to evaluating their benefits, this resource equips you with the essential knowledge to make an informed decision. Explore to learn more.
Click to know more - https://mulchpros.com/blog/navigating-the-world-of-topsoil-a-guide-to-the-right-choice-for-your-garden/
Stag Elevators | Leading Home Elevator Company in IndiaStag Elevators
Discover Stag Elevators, India's premier home elevator company, dedicated to delivering unmatched mobility solutions nationwide. Specializing in certified home elevators, lifts, and platform lifts, Stag Elevators leads with superior safety, quality, and innovation. Partnering with renowned Italian manufacturers ensures every product meets European safety standards and is TUV certified, offering affordability and utmost safety for homes of all sizes and types, from small houses to luxury residences.
MISS RAIPUR 2024 - WINNER POONAM BHARTI.DK PAGEANT
Poonam Bharti, a guide of ability and diligence, has been chosen as the champ from Raipur for Mrs. India 2024, Pride of India, from the DK Show. Her journey to this prestigious title is a confirmation of her commitment, difficult work, and multifaceted gifts. At fair 23 a long time ago, Poonam has as of now made noteworthy strides in both her proficient and individual lives, encapsulating the soul of present-day Indian ladies who adjust different parts with beauty and competence. This article dives into Poonam Bharti’s foundation, achievements, and qualities that separated her as a meriting champion of this award.
MISS TEEN HYDERABAD 2024 - WINNER RYKA TANDONDK PAGEANT
In the dynamic city of Hyderabad, a youthful and outstandingly skilled person has as of late made waves on the national stage. Ryka Tandon, a 14-year-old understudy, has been honored with the prestigious title of Miss High Schooler India 2024 Victor, Pride of India, from the Dk Show. Her travels to this regarded position are a confirmation of her unflinching devotion, ability, and tireless endeavors. Despite her youthful age, Ryka has, as of now, accomplished momentous points of reference that recognize her as a guide of motivation and pride for her city and her nation. This article digs into the uncommon life and accomplishments of Ryka Tandon, investigating her foundation, achievements, and the qualities that make her a standout individual.
2. Introduction
Youth today are not looking to straight up copy other countries’ looks,
they want to mix, match and adapt. What we found were style
chameleons – expressing one style one day, another the next.
Sometimes how they defined their own fashion did not seem to be in line
with how outsiders would categorize them. There also seems to be a
difference in tier dressing and a need for non-mainstream style to be
split into a few, more specific segments. And, for youth willing to shell
out for fashion, paying more does not necessarily equate with wanting to
stand out.
www.thebergstromgroup.com telling the story of new China
3. Shanghai: China’s Fashion
Capital in 5 Years
News from the 12th Five-Year plan of Shanghai NPC &CPPCC
(National People’s Congress and Chinese People’s Political
Consultative Conference). Thirteen goals were set during the
conference including the intent to build an international, civilized
metropolis of fashionable glamour.
Jingping Wu, a Professor at Fudan University, commented, “Building
an international civilized metropolis of fashionable glamour is the
orientation of Shanghai urban culture. The commercial value of
culture has been given undue attention to; however, Shanghai’s
ultimate goal is to show people a modern culture and to respect
diverse values, morality, humanity and ethics. While we are pursuing
fashionable glamour, Shanghai’s unique characteristics shall be
reflected as well.” See our previous post on it here.
www.thebergstromgroup.com telling the story of new China
4. Defining Chinese Style
To propose a more authentic representation
of modern Chinese tastes, our teams took to
the streets in tier one, two and three cities to
ask youth about their personal take on
fashion and how they define elusive and
changing Chinese styles. Take a look at our
post on it here.
Check out more street snaps in our feature
in That’s SHANGHAI February 2011 issue:
“The real cool hunters”.
-20, m, Shanghai via Hangzhou
Japanese hand-made glass 300 RMB
Taobao boots 300 RMB
www.thebergstromgroup.com telling the story of new China
5. Street Fashion
Fall/Winter 2010-2011
My style is not like Chinese style. I am more
into Hong Kong and Taiwanese style, which
is influenced by Japan, Korea and Singapore.
I think I am a little bit ‘xiao qing xin’ (小清新,
Boho-ish style) but, as you can see, the
colors of my outfit are stronger than ‘xiao
qing xin’.
– Xinyi, 18, f, Shanghai
ACU hat 300-400 RMB
Jeans 200-300 RMB
Nike shoes 600-700 RMB
www.thebergstromgroup.com telling the story of new China
6. I am more Japanese style with this cape, but
usually I prefer punk, European and American
styles because I work in a gaming company.
Chinese young people dress more in a
Korean way because we share similar sizes
and it's easier to match up with different items.
- Anita, 29, f, Shanghai
Urban Renewal cape 200- 300 RMB
Coach bag 3000 RMB
Wig from Taobao 30 RMB
www.thebergstromgroup.com telling the story of new China
7. My favorite style is punk and my favorite
sport is skateboarding. Many of my clothes
are bought from my friend’s shop. He also
helped get me into skateboarding. I think
Chinese youth sometimes dress too mature
and formal.
- Xiaolong, 22, m, Nanjing via Nantong
Gravis sneakers 350 RMB
Leather coat 1000 RMB
Altamont jeans 130 RMB
www.thebergstromgroup.com telling the story of new China
8. My style is European and mix and match. I think
most Chinese guys like Japanese style, inspired
by Edison Chen and his favorite trendy
Japanese brands. A few years ago, most girls
followed Mina and Rayli style (Japanese fashion
magazine). Now, with more American TV shows
entering China, girls are more influenced by
American and European styles, from shows like
Gossip Girl and the Vampire Diaries. Generally
speaking, Chinese people tend to dress casually
- they choose whatever is comfortable, but not
as delicate as Japanese style and not as ‘prince-
like’ as Korean style.
– Wei, 24, m, Shanghai via Nantong
Overcoat 450 RMB
Shoes 300 RMB
Leather belt 60 RMB
www.thebergstromgroup.com telling the story of new China
9. These tie-dyed jeans are my favorite. I got the
denim jacket from my brother, who bought it for me
in the Philippines. People here in Yueyang are not
that trendy and most teenagers dress very non-
mainstream.
– Swear, 20, f, Yueyang, Hunan province
Denim jacket 600 RMB
Striped t-shirt 90 RMB
Tie-dyed jeans 220 RMB
www.thebergstromgroup.com telling the story of new China
10. I am sick of girls on the street wearing all the
same sweetie sweet styles, especially in winter
- all kinds of Korean style overcoats, thick
stockings and high heel boots. I love European
and American youth looks. Younger hip
hoppers look like they are wearing bags while
other guys learn from British style but still
incorporate some Japanese elements. I think
Shanghainese guys are either too put-on or too
sloppy.
- Kaine, 23, f, Shanghai
Cheap Monday denim shorts 300 RMB
H&M t-shirt 200-300 RMB
Dr. Marten boots 1000 RMB
www.thebergstromgroup.com telling the story of new China
11. I like to dress up in a cute and sweet way.
Some young people are more non-
mainstream style, some Korean and some
British, but most youth are just plain, wearing
whatever they feel is comfortable. Non-
mainstream style is pretty scary; they
exaggerate punk and gothic style, trying their
best to be abnormal.
- Yiyue, 22, f, Nantong
Earmuff 18 RMB
Bag 100 RMB
Glasses 20 RMB
www.thebergstromgroup.com telling the story of new China
12. I don’t really pay a lot attention to fashion.
I focus on my work (as a graphic
designer). I am influenced by diverse
music and a constant sugar high probably
drives me sometimes too. Today, my
whole outfit down to my underwear is
from Uniqlo except my Nike shoes.
– Fish, 22, m, Shanghai
Uniqlo shirt 200-300 RMB
Uniqlo jeans 300 RMB
Nike shoes 15 USD (bought in U.S.)
www.thebergstromgroup.com telling the story of new China
13. I like ‘chao’ style (潮, trendy, literally
meaning moist) and I think Edison Chen’s
brands define ‘chao.’ I am a student in an
arts school and that’s how people like me
usually dress. I check Edison’s store Juice
sometimes but the prices there are not
reasonable for me. I’d rather shop on
Taobao for A-class imitation products.
– Xiaobai, 18, m, Shanghai (on the right)
Coat 200-300 RMB
Jeans 100-200 RMB
Nike shoes 890 RMB
www.thebergstromgroup.com telling the story of new China
14. I am a graduate student at the Shanghai
Conservatory of Music and so my style is
affected by the cultures and music I learn about
from foreign musicals, especially those from the
UK. Today, I dressed more artistically and
business-like because I am doing business in
music now. Some students in my school are
more gentlemen style, they have long hair and
dress formally, but others prefer casual or hip
hop style.
- Fu, 28, m, Shanghai via Shandong
GXG overcoat 2000 RMB
GXG scarf 400 RMB
Shoes 300 RMB
www.thebergstromgroup.com telling the story of new China
15. Take Aways
Although they may ultimately save money by buying online,
youth are most definitely in stores – mining inspiration from
brands and locations they trust to help them curate their own
styles. And, while willing to pay less for some knock-off fashion
items, shoes need to be the real deal. Youth across the board
are aware of and able to access foreign and often unavailable
in the mainland brands, they are in the know more than we
know.
www.thebergstromgroup.com telling the story of new China
17. OUR STORY
Established in 2006, The Bergstrom Group has developed a reputation for providing
vivid customer immersions for brands and agencies. We began our commitment to
China by focusing on youth and have since broadened our scope to include women
across lower tier to tier one.
Based in Shanghai, our on-the-ground team of subject matter experts, researchers,
trendspotters and photographers is dedicated to telling the story of new China in a
way that is both authentic and actionable.
www.thebergstromgroup.com telling the story of new China
18. GET
Thank you!
info@thebergstromgroup.com
www.thebergstromgroup.com
www.thebergstromgroup.com telling the story of new China