In China’s urban areas, jeans have transferred their image from daily casual wear to high-end must-have items. According to a 2008 survey conducted by North Carolina-based textile market research firm Cotton Inc, 44% of Chinese consumers opt for going to department stores to purchase brand-name jeans, compared with 10% among American consumers.
The survey also shows Chinese customers aged from 15 to 34 are the major consumer of jeans, spending over 8% of its total expense of apparel purchase on jeans.
The trend obviously has been noticed by some of the world’s top denim makers, who are racing to line up stores in China in the first half of 2010.
The latest example is 7 For All Mankind, whose fans include Jennifer Garner and Kim Kardashian. It stepped into China in early June by opening the first store in Beijing.
In May, Asia’s leading denim retailer, Tokyo-based Edwin held a media conference in Shanghai, saying it will open a store in August in Shanghai as its official entry into China. It aims to open over 200 stores in the country by 2015.
Shanghai is also the first location for British denim house Pepe Jeans London. A store was set up in downtown high-end store Jiu Guang in April, targeting local young people who is into British style.