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Chinese fashion buyers “are back” for European brands

Tom Bottomley
19 April 2023

Orders placed by China-based retailers have jumped by 33% compared to last year, driven by a 58% increase in those retailers buying from European (EMEA) brands.

From 1 February to 16 March 2023, wholesale transaction volumes from China-based retailers were also +61% compared to last year, according to the latest data from fashion industry wholesale management ecosystem JOOR.

Other global regions also saw healthy growth, with China-based retailers buying North America-based brands up 12% and APAC-based brands up 7% to last year.

JOOR’s findings are supported by McKinsey’s fashion forecasts, which predict the luxury sector will grow by 5-10% in 2023, driven by strong momentum from China, where the same sector is projected to grow between 9-14%. According to investment company Bernstein, sales to Chinese consumers globally are expected to grow by 25-35% in 2023.

Additionally, reports from the latest round of international fashion weeks, specifically Milan and Paris, documented an influx of Chinese buyers returning to international fashion presentations.

Kristin Savilia, JOOR CEO, said: “JOOR has seen a huge bounce back from China. Since COVID-19 restrictions were lifted, Chinese retailers have been flooding back to the fashion calendar, and we have noticed a significant increase in the number of China-based retailers ordering and the increasing size of their orders, particularly for European-based brands.

“The Chinese market is expected to be a growth engine for the luxury fashion industry this year, and JOOR’s exclusive data clearly illustrates this trend for the forthcoming AW23 season.”

JOOR helps to facilitate both in-person/showroom ordering through its new Pro Retail App, and online sales through its digital platform.

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