Consumer China

Apparel - Online sales drive apparel brands

  • Published 04 Nov 2010

A rush to buy clothes online, supported by the rise of domestic brands, is boosting apparel sales, while fashionable foreign companies are also benefiting.

When Scarlett Johansson walked across the screen in "Iron Man 2", it marked the passing of a milestone in China’s sartorial journey from the two-tone green and blue garments of the early 1980s. Johansson was wearing a flowing outfit made by Semir, the flagship brand of Zhejiang Semir Garment Co, a private apparel company based in Wenzhou. It was not the first time that a Chinese company had secured a product placement in Hollywood - that was during "Transformers: Revenge of the Fallen", when a billboard featuring Metersbonwe (002269:SZ) flashed onto the screen. Still, the message is clear: Chinese apparel brands are arriving, and fast.

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