Everything you need to know about Chinese young fashion shoppers

Chinese consulting company iReseach realized the White Book of Chinese fashion shoppers born after 1990s (九零后, referred as Post-1990s-ers later). The report covers the attitude, content and platform preference, as well as the buying behaviour of such emerging fashion consumers.

Digital Landscape

As of November 2018, short videos Apps’ MAU reached 720 million, and 394 million were Post-1990s-ers –the era of short video has arrived in China and Post-1990s-ers are the main players. What followed was the deepening of social and e-commerce integration – the customer journey is greatly shortened, and the “content + e-commerce model” is stronger than ever – the success of social-e-com platform RED is an evident proof for that.

Number of Post-1990s-ers users on short video platforms Nov. 2017 to Nov. 2018
Source: mUserTracker

Fashion Attitudes

Post-1990s-ers regard fashion is much more than news but integrated with multiple dimensions such as shopping, entertainment, and social. They are extremely interested in reading about fashion – more than 60% of them read fashion information every day, more frequently than any other age groups.

Most post-1990s-ers know what kind of fashion-related articles they like to read and the most popular contents are: outfit inspiration, trends, and promotion information.

Fashion Contents and platforms

Besides browsing Alibaba marketplaces (Taobao and Tmall), short videos are the most popular platform for reading about fashion. Post-1990s-ers are “upgraded” their fashion interests from basic category like apparel and shoes to accessories and watches, celebrities fashion styles etc.  In terms of fashion content, UGC, “outfits in movies and TVs” and “celebrities’ street styles” are the most popular.


Post-1990s-ers love fashion-related short video and vlog contents the most, followed by traditional text+images form of articles, livestreaming, documentaries and mini movies, editorial photoshoots and gif/illustrations.

Buying behaviour

Post-1990s-ers purchase fashion goods with a higher frequency, additionally, they are willing to spend more on fashion items. About 40% of them at least buy 1 fashion item every week.

To attract Post-1990s-ers via online marketing, fashion brands could try to work with broader range of KOLs – more than fashion bloggers but creative minds, not necessarily macro yet with stronger personalities and a like-minded community. Additionally, product placement in TV shows and movies is still a great choice for “seeding”, especially when combined with related fashion articles published on social media channel.

Always-on or Activations-only? Quantity or Quality, KOLs or celebrities? I could help you leverage the pros and cons and develop the Go-to online marketing strategy, plus the collaborations calendar – yes, including celebrities.
Shoot a message to yilun.zhang@qq.com for more.

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