目次

Part 1: Introduction of the Chinese Fashion Market.- Part 1.1: overview of the Chinese Fashion Market.- Part 1.2: Re-evaluating the Market Potential: a perspective of domestic fashion brands.- Part 1.3: Too big to lose: a perspective of global fashion brands in the Chinese market.- Part 2: Consumers in the Chinese Fashion Market.- Part 2.1: The rising middle class and luxury fashion consumption Part 2. 2: self-identity and aspirational consumption: a perspective of young consumers.- Part 2.3:  fashion consumption vs. sustainability.- Part 3: Modern Vs. Traditional Chinese Consumers.- Part 3. 1:  Brand consciousness and fashion consumption.- Part 3. 2:  social media engagement and fashion consumption Part 3.3:  mobile shopping and fashion consciousness.- Part 4: Challenges and opportunities in the Chinese Fashion Market.- Part 4.1: Are Chinese loyal consumers? –exploration of Chinese multi-brand loyalty.- Part 4. 2: Global vs. Domestic fashion brands: where do Chinese consumers stand? .- Part 4.3: Fashion Counterfeits: are consumers the only one to blame?.