For China’s Young Consumers, Mall Brands Lose Their Allure

Gone are the days when young Chinese shoppers would eagerly drop a month’s salary on a single item from a posh mall brand. These days, savvy youth are flocking to wholesale markets and online platforms for fashion dupes at a fraction of the price.

Brand name clothes and accessories once carried an air of aspiration. But as prices climbed ever higher while youth wages stagnated, sticker shock set in. A growing cohort of shoppers realized they could find similar looks for less, without the pressure of overzealous salespeople.

Dubbed “clothing assassins,” mall brands came to be seen as grossly overpriced. Youth now treat malls as showrooms — browsing for inspiration then buying cheaper substitutes elsewhere. Wholesale markets and sites like Taobao unlocked a whole new world of bargains.

For smaller brands, rising rents and labor costs make survival an uphill battle. Listed companies are diversifying into areas like medical aesthetics just to stay afloat. The future may see flatter supply chains and a wholesale model become the norm.

While the thrill of an in-store splurge fades, experience still matters. Retailers who focus on service and adapt to demand can regain sway. Branding holds value, but only if it resonates with youth who prioritize price and style over labels. For China’s apparel sector, winning back young buyers may mean going back to basics.