The news, business and fashion magazine TextilWirtschaft has published an article on our current whitepaper “Fashion 2020 - An Insight into Chinas Generation Z”, which we developed in cooperation with Sina Weibo (largest Chinese microblogging service - counterpart to Twitter) .
In the article, TextilWirtschaft discusses the results of our study on fashion among China's Generation Z. The Chinese Generation Z has a soft spot for European brands, especially those that come from German-speaking countries. These include, for example, the German sporting goods manufacturers Adidas and Puma, as well as the Austrian brand Swarovski.
Chinas Generation Z can also be divided into five characters, which include the Hardcore Attitude, the Free Spirit, the Cutie Naughtys, the Buddha-like Youngsters and the Lazy Fashionistas.
The average purchase frequency is 12.5 times a year and over 60% of Generation Z buy international luxury goods once a year. Wenjing Wang, our managing director of Hylink Germany, mentions that Generation Z in China want to reward themselves with their favorite luxury goods.
The whole original article can be found here:
