2011 fashion trend: Western brands to cater to emerging markets

An increasing number of Western brands will launch new products or even new brands dedicated to consumers in emerging markets in 2011, according to the London-based trend-spotting firm Trendwatching.com.

Brazilian, Indian, and particularly Chinese consumers can expect to see more products next year that are specifically tailored to their needs, wants and desires, either for practical reasons (shape, size, features) or because of the deep-rooted desire for recognition (cultural pride, heritage, lifestyles).

The "made for China" trend is fueled by the astounding growth in the region. China is now forecast to become the world's top buyer of luxury goods by 2015, according to consulting firm PriceWaterhouseCoopers. And according to figures released in June 2010 by the Chinese National Bureau of Statistics, retail sales in the country rose 18.7% year on year to USD $183 billion in May 2010, following a 15.2% rise the previous year.

A study published by consulting firm McKinsey in September 2010 showed that affluent Chinese consumers prefer foreign brands: 52% of consumers whose annual income exceeds RMB 250,000 (USD 36,765) trust foreign brands more than Chinese ones while only 37% said they prefer homegrown labels. Now global companies are looking to strike the perfect balance between preserving their brand identity and tailoring their products to local tastes.

Some Western companies who have taken on the bet include French luxury house Hermès, whose recently launched Chinese brand Shang Xia sells ready-to-wear fashion, tableware, and home furnishings inspired by Chinese culture; US denim maker Levi's dENIZEN jeans brand, which is specifically tailored to fit Chinese consumers since they have narrower hips, smaller bottoms and shorter legs than Americans; and last but not least, Cartier - the number one luxury jewelry brand in China - whose new Panther de Cartier collection is crafted in jade, diamonds and jadeite and expected to be a hit on the Mainland since Chinese consider jade an auspicious stone.

http://www.trendwatching.com/briefing/

Life and Style
ebookNow available in paperback
ebooks
ebookPart of The Independent’s new eBook series The Great Composers
Life and Style
Powdered colors are displayed for sale at a market ahead of the Holi festival in Bhopal, India
techHere's what you need to know about the riotous occasion
Arts and Entertainment
Larry David and Rosie Perez in ‘Fish in the Dark’
theatreReview: Had Fish in the Dark been penned by a civilian it would have barely got a reading, let alone £10m advance sales
News
Details of the self-cleaning coating were published last night in the journal Science
science
News
Approved Food sell products past their sell-by dates at discounted prices
i100
News
Life-changing: Simone de Beauvoir in 1947, two years before she wrote 'The Second Sex', credited as the starting point of second wave feminism
peopleHer seminal feminist polemic, The Second Sex, has been published in short-form to mark International Women's Day
Latest stories from i100
Have you tried new the Independent Digital Edition apps?
Independent Dating
and  

By clicking 'Search' you
are agreeing to our
Terms of Use.

ES Rentals

    iJobs Job Widget
    iJobs Fashion

    Recruitment Genius: Finance Assistant / Credit Controller

    £16000 - £18000 per annum: Recruitment Genius: They are an award-winning digit...

    Ashdown Group: Senior VMware Platform Engineer - VMware / SAN / Tier3 DC

    £45000 - £55000 per annum + benefits: Ashdown Group: Senior VMware Platform En...

    Recruitment Genius: Purchasing Assistant

    £10000 - £16000 per annum: Recruitment Genius: A distributor of specialist ele...

    Recruitment Genius: Sales Ledger Assistant

    £17000 - £19000 per annum: Recruitment Genius: A distributor of specialist ele...

    Day In a Page

    Homeless Veterans campaign: Donations hit record-breaking £1m target after £300,000 gift from Lloyds Bank

    Homeless Veterans campaign

    Donations hit record-breaking £1m target after huge gift from Lloyds Bank
    Flight MH370 a year on: Lost without a trace – but the search goes on

    Lost without a trace

    But, a year on, the search continues for Flight MH370
    Germany's spymasters left red-faced after thieves break into brand new secret service HQ and steal taps

    Germany's spy HQ springs a leak

    Thieves break into new €1.5bn complex... to steal taps
    International Women's Day 2015: Celebrating the whirlwind wit of Simone de Beauvoir

    Whirlwind wit of Simone de Beauvoir

    Simone de Beauvoir's seminal feminist polemic, 'The Second Sex', has been published in short-form for International Women's Day
    Mark Zuckerberg’s hiring policy might suit him – but it wouldn’t work for me

    Mark Zuckerberg’s hiring policy might suit him – but it wouldn’t work for me

    Why would I want to employ someone I’d be happy to have as my boss, asks Simon Kelner
    Confessions of a planespotter: With three Britons under arrest in the UAE, the perils have never been more apparent

    Confessions of a planespotter

    With three Britons under arrest in the UAE, the perils have never been more apparent. Sam Masters explains the appeal
    Russia's gulag museum 'makes no mention' of Stalin's atrocities

    Russia's gulag museum

    Ministry of Culture-run site 'makes no mention' of Stalin's atrocities
    The big fresh food con: Alarming truth behind the chocolate muffin that won't decay

    The big fresh food con

    Joanna Blythman reveals the alarming truth behind the chocolate muffin that won't decay
    Virginia Ironside was my landlady: What is it like to live with an agony aunt on call 24/7?

    Virginia Ironside was my landlady

    Tim Willis reveals what it's like to live with an agony aunt on call 24/7
    Paris Fashion Week 2015: The wit and wisdom of Manish Arora's exercise in high camp

    Paris Fashion Week 2015

    The wit and wisdom of Manish Arora's exercise in high camp
    8 best workout DVDs

    8 best workout DVDs

    If your 'New Year new you' regime hasn’t lasted beyond February, why not try working out from home?
    Paul Scholes column: I don't believe Jonny Evans was spitting at Papiss Cissé. It was a reflex. But what the Newcastle striker did next was horrible

    Paul Scholes column

    I don't believe Evans was spitting at Cissé. It was a reflex. But what the Newcastle striker did next was horrible
    Miguel Layun interview: From the Azteca to Vicarage Road with a million followers

    From the Azteca to Vicarage Road with a million followers

    Miguel Layun is a star in Mexico where he was criticised for leaving to join Watford. But he says he sees the bigger picture
    Frank Warren column: Amir Khan ready to meet winner of Floyd Mayweather v Manny Pacquiao

    Khan ready to meet winner of Mayweather v Pacquiao

    The Bolton fighter is unlikely to take on Kell Brook with two superstar opponents on the horizon, says Frank Warren
    War with Isis: Iraq's government fights to win back Tikrit from militants - but then what?

    Baghdad fights to win back Tikrit from Isis – but then what?

    Patrick Cockburn reports from Kirkuk on a conflict which sectarianism has made intractable