By  on March 18, 2019

SHANGHAI — Young consumers are one of the fashion industry’s biggest sales drivers in China, and at the international, biannual fashion fair Chic Shanghai, this fact was not easily forgotten.

Chinese Millennials, the post-Eighties and post-Nineties generation, number about 415 million people, or 31 percent of China’s total population, according to a study by Goldman Sachs. Although much has been made of the spending power of this generation, it is the jiulinghou, or post-Nineties Generation Z population, that is making real waves in the retail sector. These consumers, now coming of age, have most likely grown up as only children, due to China’s previous one-child policy, and with relative wealth and economic stability. This cohort is now fueling demand in the country’s fashion sector. According to last year’s Bain & Co. Global Luxury Report, the new generations will deliver 130 percent of market growth, with Gen Z showing “original traits.”

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