2021 Global Branding Strategy & Fashion Industry White Paper: Sustainable Fashion and New Consumption in a Global Strategic Perspective

The research fund conducted surveys to learn about consumers’ sustainable consumption habits and ideas, and sound out public opinions on hot topics in new consumption trends such as experience economy, niche hobbies, and virtual idols. It also worked closely with brands, companies, and platforms on sustainable fashion. The research fund collaborated with the Shanghai Fashion Week Organizing Committee to hold the Symposium on Sustainable Fashion which was attended by business and government representatives and developed cases about sustainable fashion in partnership with Kering, Kane Top, and Melephant. The first CEIBS-Kering Acceleration Camp for Sustainable Innovation was also launched through the joint efforts of CEIBS and Kering. To look into young consumers and new consumption trends, the research fund partnered with Shui On Xintiandi to hold the forum Fashion Innovation Under the Rise of Young Chinese Consumers, and delved deeper into the virtual beings industry through follow-on research and interview.
Correspondingly, this white paper covers three main topics: consumer research report on the Chinese market, sustainable fashion, and new consumption. It contains one report on consumer surveys completed by the research fund over the past year, three CEIBS teaching cases, two forums held by the fund in partnership with the Shanghai Fashion Week Organizing Committee and Shui On Xintiandi, and recaps of relevant events such as the CEIBS-Kering Acceleration Camp for Sustainable Innovation.