The BCG x Tmall Fashion & Apparel Report highlights how China’s fashion industry is rapidly transforming through digitalization and new consumer behaviors. The market, worth nearly $350B, is driven by younger, tech-savvy shoppers who value personalization, sustainability, and cross-border trends. E-commerce platforms like Tmall are central, offering brands data-driven insights, livestreaming, and AI-powered tools to engage consumers. COVID-19 accelerated digital adoption, pushing retailers toward omnichannel strategies blending online and offline experiences. To compete, brands must leverage analytics, optimize supply chains, and adopt innovative digital marketing to capture evolving demand.

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