By  on December 28, 2012

SHANGHAI — When it comes to fashion in China, the focus tends to be on foreign brands entering the market and quickly expanding here. They tend to overshadow China’s own crop of homegrown brands — some of which have thousands of stores but practically no name recognition internationally.

That is starting to change. Just this year, Bosideng, a massive Chinese outerwear brand, opened its first international store in London. Also this year, LVMH Moët Hennessy Louis Vuitton-backed fund L Capital Asia and other investors snapped up a minority stake in Chinese contemporary clothing company Trendy International Group. Earlier this month, French conglomerate PPR said it had acquired a majority stake in Chinese fine jewelry brand Qeelin. Meanwhile, Chinese fast-fashion giant Metersbonwe is considering entry into the North American and European markets.

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