•  AMSilk worked in product using spider silk fibers including sneakers for Adidas

• Their latest product, Mylo, innovation of sustainable leather made from mycelium
• Mycelium is a fungus bacterial colony, consisting of a mass of branching so strong they hold the planet together
• Mylo products from adidas, lululemon, Stella McCartney, and more in the future

• Create fabric from the roots of mushrooms - mycelia
• The fungi are grown in discs, then stuck together to create custom clothes without seams
• Not only reducing waste throughout the production phase, but also resources like water, farmland, and transport
• Already created several prototypes of dresses, jackets and purses and collaboration with fashion designers like Tommy Hilfiger Menswear

• Via DNA sequencing into making a pigment, then translate message into engineered microorganisms
• Create color at the lab, then ship  live microorganisms to fermentation partners to grow the color, microorganisms are then transported, used directly in place of dye liquor, requiring no additional specialist equipment or toxic chemicals

• The company make fermentation vessel with water & bacteria, which feed on the methane gas, rapidly growing until a type of bio-plastic known as PHA is produced.
• These pellets form the basis of biodegradable bio-polyester fibers
• The company signed deals with activewear and outdoor clothing brands with plans to announce in the near future.

• Targets on year 2022
• committed to help solving 3 global challenges : Climate, Water and sustainable Production & Consumption
• 3 financial targets: Organic sales growth, EBIT margin and ROIC incl. goodwill
• Using enzymes instead of stones eliminates the need for multiple rinses and saves water. 
• Result with : undamaged fabric, long-lasting quality, and that same stonewashed look.
• Enzymes are stable and biodegradable which are able to work at low temperatures and moderate pH levels. This makes them the most environmentally-friendly catalysts.
• Finding the right enzyme, Finding the right gene, Transferring the right gene to grow quickly, Finding the right balance, after fermentation separate out the enzymes leaving a mix of unused nutrients, water and microorganisms
• Use DeniSafe^®  system, enables safe use of enzymes in new, low-water, spray washing machines using mist technology, the safe spraying ensures enzyme exposure limits aren't exceeded. 

• There is still a long way to go before biotechnology/  biofabrication replaces traditional fabric producing and dyeing methods
• One of the big challenges is the process includes transforming prototype biological processes into industrial-scale production, which will be the key to make these products widely available and affordable.
• Another challenge is determining the real impact that these new processes actually have on the environment, longer R&D cycles and slower consumption patterns are needed.
• Clothes will be made and dyed by living microbes, ditching many of the chemical processes that make fashion one of the most polluting industries in the world
• Biotechnology has developed new products, opened up new markets, speeded up production and helped to clean up the environment. 
• Enable sustainable, environmentally gentle global development to be achieved and the development of the bio-based economy, where intelligent applications of biology become the main driving factor behind growth and wealth creation
• Although this will take time, biotechnology will definitely be the future of fashion
  
  

1. Building the best product
2. Causing no unnecessary harm
3. Using business to protect nature
4. Refusing to be bound by convention

• post-production products, such as yarns, textiles, and fibres, which result from manufacturing process waste.
• materials discarded after their useful life has ended, such as clothes, carpets, shoes, and furniture.

• classification according to the conditions and form of fibre; at this stage, it is determined whether garments can be reused, crushed, or reprocessed.
• re-classification, which includes sorting the granulated material by colour before crushing, carding, and spinning it.

• raw material sources: purchase organic cotton directly from farmer associations in Brazil and Peru.
• upcycling sources: used “fish leather” from tilapia in their shoes. Usually discarded by freshwater fish farms, the skin gets upcycled through a handcrafted process involving vegetable dyeing.
• transparency:

1. map their production and publish their fair trade documents, organic labelling certificates, and results of chemical tests carried out on the sneakers.
2. the shoelaces aren’t made from organic cotton and the eyelets don’t contain nickel but come from metal the company didn’t source themselves. 

• Made-to-order:
  • As consumers seek to reduce their waste, made-to-order has been a for luxury brands for some time, such as high-end fashion or homewares, but this conceptualization is adopted by many brands across and spectrums.
  • Giorgio Armani and Ralph Lauren are the latest to launch made-to-order offers, with the former extending its service to women and the latter offering a made-to-order of its signature polo. A of early fashion brands are also in this space, including Toast, Oyuna and Before July.

• Switch sustainability to Regenerative
  • Regenerative fashion refers to clothing made in ways that support circularity.
  • It's either through the used economy by upcycling materials otherwise discarded or through the soil-to-soil cycle of regenerative agriculture, which will be the focus of this article.
  • The fashion sector was responsible for some 2.1 billion metric tons of greenhouse-gas emissions in 2018.
  • 25 billion pounds of textile products are made every year in the U.S., and the average American is dropping 70 pounds of clothing every year.
  • LVMH and London- design school Central Saint Martins have changed over the focus of their Maison/0 programme from sustainability to regeneration.
  • Component of the initiative will see it launch a new master diploma in regenerative innovation inwards 2022.

• The uptick in paper trials
  • H&M Group uses recyclable paper packaging solutions for e-commerce channels across its brands, including Cos and Weekday.
  • A lifestyle clothing brand prAna promised 100% of its styles will have plastic-free packaging for Autumn 2021. Along with its Vela paper bags as one alternative.

• ^{Respond customers needs}
• ^{Flexibility in product design}
• ^{Better utilization of existing production capacity}

• High culture means elite activities like visual art, auditory art, and applied art like photography, design, and architecture. 
• For example, Spring/Summer 2008 Louis Vuitton collection, Marc Jacobs and Richard Prince decided to bring the artist’s recent iconography to life. A nod to his famous Nurse paintings, the models walked down the runway dressed in see-through nurse dresses.
• Other references to Prince’s art were worked into the LV bags a coup that had previously proven successful with the famous Takashi Murakami x LV bag collection, as we will see in the following.

• Pop culture or popular culture is a cultural segment, which is followed, appreciated, and understood by a larger portion of the world audience. Usually, it is highly influenced by movie or music celebrities. For example, fashionable TV shows, like ‘Sex and the City’ made viewers want to dress up like the central characters of the serial.

• Low culture includes local street activities like graffiti or Hip Hop. The power of subculture to fashion can be seen clearly in skateboard culture from the 70s to the present day. For example, the Japanese Harajuku girls, who are teenagers, originally from Tokyo’s Harajuku district, dress in a particular way. American singer Gwen Stefani named her 2005 world tour as well as her clothing line after these girls.

• The collection resembles neoclassical architecture’s arched pathways at three different hours of the day.
• The boldest piece on Fendi’s fresh horizon was a chic, vaguely retro, double-skirted tennis (ish) dress in white linen with striped, shrunken shirts-sleeves and a silk collar, worn with a cute bucket hat/bucket bag.
• Fendi Menswear S/S 2022 uses a lot of statement pieces, including a languid silk pajama set boasting an archival map of Rome.
• https://www.youtube.com/watch?v=lBgNc5kYG28
• 
  

• EON built a bridge between product information and the entire supply chain, making product data easy to access
• Connecting products by unlocking visibility, traceability and  insight through a QR code
• By scanning the QR codes on the labels of Spring Summer 2020 collection, they are given access to information about : materials used, country of origin, production process, certifications, and the inspiration of the garment
• Gabriela Hearst’s Womenswear Spring Summer 2020 show was a Carbon Neutral Show.
  • Worked with EcoAct & Bureau Betak to examine necessary aspect of its production, design and installation process, in an effort to reduce carbon footprint to its very minimum
• EcoAct = international advisory consultancy & project developer
• Work with clients to meet the demands of climate change
• Work with many large and complex multinational organizations to offer solutions to their sustainability challenges
• Believe that climate change, energy management and sustainability are drivers of corporate performance, they seek to address business or organizational problems and opportunities in an intelligent way

• Features digitized QR code to explore garment’s design journey linking to #WearAndCare campaign
• The denim collection is accompanied by scannable garment labels that offer four digital experiences to customers : supply chain information, less energy consumed washing & drying tips
• They are restyling tips to advice on recycling the garment at the end of its life
• Every piece from The R Collective is created to eliminate waste
• Every piece from The Denim Reimagined is made from upcycled Levi’s® aged inventory and leftover samples in a creative design effort to prolong denim’s lifespan
• Rescued Fabric : 82,000 Yards
• CO2 Reduced : 52,000 Kg

• Transparency is more effective than advertising
• They concentrate their financial revenue on raw materials and their people
• Which leads their success, rooted in their commitment towards climate and community

• According to the McKinsey Fashion Scenarios Analysis, it has been said that fashion industry revenue pool will shrink by 15-20 percent in the Earlier Recovery Scenario or by 25-30 percent in the Later Recovery Scenario
• China had a positive turnover by 4 percent in June when it came to consumer's with the intent to shop for apparel, footwear, accessories and footwear meanwhile the US was still down by 27-35 percent - Yeezy x GAP

• A full recovery of global fashion sales is not expected to come to pre-crisis levels until the third quarter of 2022 and that's the earliest 
• However fashion sales in China was predicted to return to pre-crisis level by the first quarter of 2021.

• Social commerce: shop via social media > sales projected to reach $363 billion in 2021.
• Brands that use social media influencers are reporting much higher conversion rates than through traditional advertising models.
• the US:  48% of internet users aged 18 to 34 bought something through social commerce in 2019, with an average order of $70.
• In China, the 2020 Shanghai Fashion Week was entirely live-streamed, creating opportunities for offline content to be monetized online. 

• understand the importance of accommodating the global market and government policies are more favourable toward foreign companies.
• even though the minimum wage and the working standards had increased through the years, China is still cheaper than most developed countries when it comes to manufacturing.

• 60% of the population in urban areas are gen Z & millennial consumers in China
• It’s predicted to increase up to 65% by 2025. The lifeblood of social media and in turn, of fashion brands and retailers.
• The Louis Vuitton Show in Shanghai in August 2020 as an instance has drawn in 68 million viewers on Weibo, 18 million on Douyin, and 8 million on Tencent, compared to just 3.3 million on Instagram and 33,500 on Facebook.
• Louis Vuitton stores in Shanghai had their biggest sales weekend of all time after the fashion show
• Chinese gen Z and millennial consumers respond better to online shopping via social media when a KOL or other celebrity is involved.
• KOLs serve as a stamp of approval so to speak when it comes to making purchases.

• The Chinese textile manufacturers are moving toward automation and smart production through technological innovation to rise up the standard of the supply chain.
• China covers the supply of:
  • raw materials
  • designing and development
  • weaving, dyeing and processing
  • garment making
  • retail
• There is a rising number of orders from Western markets to flow back to China from India after the production disruption since the epidemic last year.
• The current pandemic has made brands include sustainability within their brand and values.
• to increase the word of mouth and credibility of the story narrative, This can be done through events such as Fashion Week, governmental institutions, and brands and manufacturers working together during a large media conference to raise this issue and create a workshop/action plan together creating future initiatives.
• Creating a sustainable community in parallel to market entry both through a CRM-focused strategy and community building is what our partner and planning director has created for some big brands in the China market.

• Rituals and Holy Places:
  • Taoist temples are dominated by the roof, usually yellow or green, with images of gods and dragons.
  • The interior usually consists of a courtyard, the main hall with an altar where offerings are placed, and sometimes small shrines to various deities.
  • Buddhist temples incorporate pagodas, a design that came from India around the first century C.E. 
  • The temples also display statues of the Buddha, sometimes enormous sculptures in gold, jade, or stone.
  • Worship generally takes the form of individual prayer or meditation. One form of spiritual practice that is very popular is physical exercise.

• Death and the Afterlife: The higher the social standing of the deceased, the more possessions and people were buried with him or her to ensure entry into the next world.
  • Chinese mourners dress in white and wrap their heads in white cloth.

• Graphic Arts: Landscapes strive to achieve a balance between yin, the passive female force, represented by water, and yang, the male element, represented by rocks and mountains.
  • Writing is considered the highest art form, and calligraphy is said to be the deepest expression of a person's character.
  • China has been known for sculpture and pottery since before the earliest dynasties. The art of pottery reached its pinnacle during the Song Dynasty when porcelain was developed.
    
    
• Performance  Arts: The singers or instruments follow the melodic line. Traditional instruments include a two-stringed fiddle (erhu), a three-stringed flute (sanxuan), a vertical flute (dongxiao), a horizontal flute (dizi), and ceremonial gongs (daluo).
  • Opera is known in China as a the performances are elaborate and highly stylized, involving acrobatic movements and intricate makeup and costumes.
  • Actors play one of four types of roles: the leading male (usually a scholar or official), the leading female (usually played by a man), the painted-face roles (warriors, heroes, demons, adventurers, and other characters), and the clown.

• The hierarchical class system does not differ from centuries ago and now. China in the early times went by a system which started of with scholars, followed by farmers, artisans, and finally merchants and soldiers and now we can see an underlying segregation between the ganbu, or political leaders, and the peasant masses.

• Despite sharing similar values, there is a large and growing gap between the rich and the poor. Wealthy people live in the cities, while the poor tend to be concentrated in the countryside. However, farmers have begun to migrate to the cities in search of work in increasing numbers, giving rise to housing and employment problems and creating a burgeoning class of urban poor people.

• Some symbols of social stratification can be seen in their lifestyle such as having a car or running hot water were all measured when people spoke about high social and economic standing.

• Clothing too used to be dull, simple and dark among the “peasant masses” but with recent times the accessibility to name-brand or imitation American name brand clothing have been widely available. Minority groups however choose to opt for their traditional attire. 

• Forms of pensions and compensations for the old, disabled or injured are also provided. 

• These initiatives are concentrated in the cities where housing, education, and food are subsidized; in the countryside, the burden of social welfare often falls to companies, organizations, and individual families.

• Socialist Chinese government known for making unsettling changes to policies overnight.
• Affects both Chinese and foreign traders. 
• As a result of this, long-term marketing plans becomes almost an impossible concept in China.

• All businesses must keep in mind at all times. 
• Any product / service / any of its peripherals are deemed to be against the ideals of the Communist Party, it will be strictly banned. 
• All advertisements & marketing strategies need to be revised accordingly when dealing with the Chinese market.
• Although China enjoys a stable political environment, the lack of political freedom is an area of major concern. 

• Recent trade war with USA had deep impacts on the Chinese market and the American traders who operate in that sphere.

• The only political party in the country is the CCP (Chinese Communist Party)
• 8 other registered small parties, but controlled by CCP.
• Currently the political situation in China has been stable, with the Chinese Communist Party (CCP) firmly in power
• Government reinforced official political rhetoric & control in 2020, both internally and in terms of foreign policy
• Weak global demand & strained foreign relations expected to intensify calls for economic self-sufficiency emphasizing the importance of the domestic market
• Most immediate challenges in 2021 are related to the economic, social & public health impacts of the COVID-19 pandemic.

• According to the Constitution, "a socialist state under the people's democratic dictatorship". 
• Centralized unitary State fully administered by the Chinese Communist Party. 
• The Party has all the jurisdiction & authority in the country. 
• Deng Xiao Ping proposed the phrase "market socialism" to describe the evolution of the PRC in the early 1980s.
• The socialist market economy (SME) is the economic system of economic development

• China's emerging live streaming e-commerce industry has witnessed explosive growth amid the COVID-19 pandemic, thus creating new growth opportunities for a wide range of businesses and injecting new impetus into the economy.

• A way for brands to gain awareness and boost sales, and for smaller operators such as farmers to have better access to consumers, especially during the pandemic period when many people are still stuck at home.

• Over the past 10 years, China accounted for 38 percent of global fashion industry growth across segments. Since 2012 it has been responsible for an impressive 70 percent of expansion in the luxury segment.

• China happens to be the world's biggest web-based business market with more than 50% of international online exchanges happening inside the nation.

• China makers sell merchandise online all through the nation without the need of an actual store. This has enabled the e-commerce sector in China to flood in prominence, as selling on the web is the least expensive and most effortless path for more small-scale organisations to gain more access into a more substantial market and customer base.

• China has proposed new guidelines pointed towards controlling the powers of its greatest web organisations. The guidelines recommend expanding anxiety in Beijing with the developing impact of digital platforms.

• 89 percent of surveyed respondents have established an e-commerce business and among them, around 94.4 percent are selling via WeChat.

• 102 million domestic trips were made during the festival, an increase of 144.6 percent year-on-year and a recovery to 94.5 percent of the same period in 2019.

• Cotton prices alone have jumped to around $2,600 a tonne in early March, compared with around $1,990 a tonne in mid-February. 

• The increase in demand from Western countries exiting lockdowns, causing a shortage of shipping containers and a back up of shipments at ports where goods manufactured in China and the rest of Asia would normally be unloaded.

• The imports from China to the US rose 1.2 percent over the past year, the fastest increase since 2012, with most of the increase coming in the three months ending in February 

• Along with financial pressures from the pandemic, in early 2020 brands started switching their focus to brand-run live streams.

• Brands are running their own, so they could have more control over the content and product pricing as influencer collaborations usually require brands to offer hefty discounts. It also gives brands increased ownership over the traffic and the viewer data, as well as an opportunity to develop relationships with customers and gain direct feedback.

• China has the highest rate of e-commerce of any country as a percent of total retail sales (over 35% in 2019)

• Chinese e-commerce is projected to be $1 trillion dollars in 2020, up from $862 billion in 2019.  In 2020 over 700 million Chinese are expected to shop online compared to 600 million in 2018.

• $60 billion annually. Last year over 430 million people, about 30% of China’s population, viewed livestreams

• In 2019 approximately 37% of China’s online shoppers made livestream purchases.  

• In 2020, it’s projected to reach 560 million, or around 39%. Sales from live streams are expected to grow more than 100% in 2020 vs. 2019 to almost 9% of all online retail sales.

• China's retail sales of consumer goods went up 29.6 percent year on year in the first four months of 2021.
• In April, consumption in urban areas stood at about 449.4 billion U.S. dollars, increase up  to 17.6 percent from a year earlier.
• The figure in rural areas went up 17.8 percent year on year to reach 426.5 billion yuan.
• Online consumption remained a bright spot, with online retail sales rising 27.6 percent year on year to reach about 3.76 trillion yuan in the Jan.-April period.
• Online sales of physical commodities went up 23.1 percent year on year, accounting for 22.2 percent of total retail sales during the same period.

• The retail of sales of consumer goods in:
  • urban areas: 9,134.5 billion yuan
  • Rural areas: 1,387.5 billion yuan

• Over the past 10 years, China accounted for 38 percent of global fashion industry growth across segments. Since 2012 it has been responsible for an impressive 70 percent of expansion in the luxury segment.

• 89 percent of surveyed respondents have established an e-commerce business and among them, around 94.4 percent are selling via WeChat.

• 102 million domestic trips were made during the festival, an increase of 144.6 percent year-on-year and a recovery to 94.5 percent of the same period in 2019.

• Cotton prices alone have jumped to around $2,600 a tonne in early March, compared with around $1,990 a tonne in mid-February. 

• The increase in demand from Western countries exiting lockdowns, causing a shortage of shipping containers and a back up of shipments at ports where goods manufactured in China and the rest of Asia would normally be unloaded.

• The imports from China to the US rose 1.2 percent over the past year, the fastest increase since 2012, with most of the increase coming in the three months ending in February.

• achieving carbon neutrality by 2060;
• reaching peak carbon dioxide emissions before 2030;
• having renewable energy sources account for 25 percent of total energy consumption by 2030; 
• reducing carbon intensity, or the amount of carbon emitted per unit of GDP, by more than 65 percent by 2030;
• installing enough solar and wind power generators to have a combined capacity of 1.2 billion kilowatts by 2030; and,
• boosting forest coverage by around six billion cubic meters by 2030.

• Over the past decade, government made great strides on the legislative factors

• China's environmental law-makers demonstrated increasing sophistication in their understanding of how to negotiate, and draft a technically sound & politically viable law. 

• There are still weaknesses within judicial system.

• Most prominent of non government organization = Center for Legal Assistance to Pollution Victims, Beijing

• The burning legal issue relating to Chinese economy is formation of...

• E-commerce legislation

• They also published some draft laws & regulations on their websites to invite public comment, an important improvement in the transparency of China's legal system. 

• Trade related legalities. 

• China outlined plans for implementing the UN’s 2030 Sustainable Development Goals, achieving a degree of success, according to the UN. In addition, in September 2020, China announced its intention to reach carbon neutrality by 2060.

• China is responsible for 28% of the world’s CO2 emissions, this can also be seen as a step in the right direction.

• China is also focused on creating a circular economy: it passed a law in 2008 to that effect and has made steady progress over the years, imposing in 2013 a requirement on ten industries, including the textile industry, to become circular. In addition, a report issued in 2020 by the Ellen MacArthur Foundation and others highlights the crucial role that China can play at a global level in terms of using circularity to transform the fashion industry.

• In 2019, 85% of adults in China said that they had made changes to their consumer behaviour because of concerns about climate change, compared to a global average of 69%
• Chinese brands showed their practice of sustainability has increased as can be seen during China Fashion Week 2021

• Sustainability initiative by designers:
  • Damowang formed recycled PET fabric into clothes, which cause 32% less carbon emission while producing comparing to normal PET fabric; I-La introduced a new collection made from biodegradable natural materials;
  • Chicco Mao called attention to the catastrophic impact of global warming on coastal ecology through design.
  • According to the report, although the number of mass-market retailers, who make products from sustainable materials, stays low, it has increased fivefold in the last two years.
  • Xi Lu likes collecting materials and giving them a new life with design, as the materials themselves become her inspiration. She would transform non-traditional materials such as recycled rubber, plexiglass or heat shrink tubing into textiles.

• China has a key position in shaping the new green trends in the global fashion market.
• The environmental awareness of global among Chinese consumers is growing along with that growth there is an emergence of designers, entrepreneurs and consumers seeking more sustainable, eco-friendly, ethically produced clothing.
• Both the supply and demand sides have a great chance for the fashion industry to go green in China.
• This led some ethical brands to specifically chose manufacturing in China by providing sustainable and ethical jobs for factory workers
• Furthermore, these brands even seek out uniquely skilled craftspeople to serve a more global market.
• Ethical brands:

1. NEEMIC is a high fashion brand based in Beijing, seeking to address both ethical and environmental consciousness within their label. Their clothing is made from organic materials, eliminating all artificial products from the agricultural production of fibres. Biodegradable soaps are used to wash materials and all clothing is produced in an ethical environment.
2. The source predominantly is leftover materials from the high-end fashion industry and GOTS certified organic fabrics. NEEM actively facilitates a more sustainable industry as co-founder of the Hong Kong organic textile association and AgraChina, a network to promote organic agriculture in China.
3. Sustainability also has a social dimension. NEEMIC partner with local tailors and emphasise fair conditions for all stakeholders. NEEMIC collaborates with Summerwood, using organic fabrics that are hand-woven by traditional communities in China, preserving old techniques and social structures.
4. NEEMIC acts as a creative platform, fostering both local community and international exchange. Through events and collaborations, it brings together brilliant minds from fashion, video, photography, performance, and other arts.
5. Fake Natoo is differentiating itself from competitors with its production techniques. The company's clothing is made exclusively from up-cycled materials. Fake Natoo creates the clothing using discarded clothes or donated textiles, making this a truly sustainable line as these fibres are given a second life.
6. Fake Natoo is based on a sustainable model of production, but the fashion line creates employment opportunities for migrant women by employing them to create designs and donating 10% of all revenue to migrant women’s cooperatives.

• Included environmental protection within national development strategy, establishing concept of scientific development, & promoting an 'ecological civilization' 

• In the process of promoting overall modernization program

• China is making great efforts to protect its own environment

• Choice of Implementing a Sustainable Development Strategy

1. The prevention and control of environmental pollution and ecological destruction and the rational exploitation and utilization of natural resources
2.  Establishing & improving environmental protection organizations under governments, forming a complete environmental control system
3. Accelerating progress in environmental science and technology
4. Environmental publicity and education to enhance the whole nation's awareness of the environment. 
5. Promoting international cooperation in the field of environmental protection

•  Sustainable consumption = economic activity

• implanted with social values,  emphasis on personal social responsibility, which is different from the traditional consumption pattern.

• Chinese government promote new automotive energy technology from 2015 to 2016

• China Chain Store and Franchise Association (CCFA)  with Department of Environment of Renmin University of China, conducted a large survey 
• More than 70% of Chinese consumers are aware of sustainable consumption. 

1. 30.13% of the interviewed consumers fully agreed that personal consumption behaviours are directly related to the environment
2. 40.9% basically agreed
3. 20.20% agreed to some degree
4. 8.82% slightly or completely disagreed

• China has certain standards that they highlight, such as, environmental quality standards, pollutant discharge or emission standards, basic environmental criteria, criteria for samples, and criteria for methodology.
•  In 1995, China had promulgated state environmental standards on 364 items. As stipulated in Chinese law, the environmental quality standards and pollutant discharge standards are compulsory standards, and those who violate these compulsory environmental standards must bear the corresponding legal responsibility.
• Mentioned equal importance to environmental law enforcement and environmental legislation.
• In 2019, China made an analysis of sustainable development strategies.
• Energy transition and resource efficiency have proliferated
• Concepts promoting sustainability have become intrinsic parts of national policymaking
• Green transformation in China was pushed forward by advances in energy-related technologies and smart grid and transportation technologies. For instance, Alibaba is the biggest company to promote green tech.
• It also launched the Ant Forest app, which is capable of tracking carbon footprint tracking and had already contributed to 150,000 tons of CO2 savings by February 2017.

• a prohibition and restriction on their production, sale and use; and
• goods retail sites, e-commerce platform enterprises, express delivery enterprises and food delivery enterprises must report the use and recovery of disposable plastic products such as plastic bags to the relevant departments.

• 2013 entered Chinese market while also setting up domestic operations, ASOS did not choose to ship straight from the UK.
• 2014, the fashion brand struggled with labeling and China post, which reportedly caused issues.
• In the early days of ASOS online, Chinese customers had to pay import taxes on the clothes. As soon as the local warehouse was built, the problem vanished but others appeared such as labeling (materials, washing instructions, etc.).
• The labeling process were difficult when dealing with hundreds of other brands. The time required to get used to the Chinese regulations was too long for ASOS which reported over £4 million loss in the last financial year (approx. USD $5.3 million).

• ASOS offered only one range of clothing, ignoring the vastness of the country and its different kind of climates and regions. 
• Summers are dry in some regions and tropical in others.
• Winter temperatures from freezing -20°C to mild 10°C.
• ASOS needed to widen its offer to have a fighting chance, it never did.

• Alibaba dominates over roughly 80% of the Chinese e-commerce market. 
• Alibaba is truly the Chinese e-commerce titan and its market domination made it harder for ASOS.cn, even though ASOS obviously had a virtual store on Alibaba’s Tmall. 

• Millward Brown issued a report in 2016 stating that Chinese consumers nowadays are attracted by domestic brands as much as foreign ones, international brands are failing at keeping up with the pace of rapidly evolving Chinese consumer aspirations. 
• In the past, foreign meant quality, reliable and trendy. Now the winds have changed, it is up to the brands to learn from ASOS’ failure and really put some more efforts into understanding the Chinese market.

• through a minimalistic marketing approach in China that hinges on three factors:

• Women now tend to buy more suits then men do.
• Oversized blazers sales among women have risen 139%.
• Baggy clothes are among top 10 search requests among women.
• Slouchy boyfriend jeans had an 830% increase in sales.
• For crew socks sales it was 489% up.

Fashion in China: Top Marketing Strategies for Brands (2021):

• In most industries, one company’s competitive moves will have a noticeable impact on the competition, who will then retaliate to counter those efforts.

• Companies are mutually dependent, so the pattern of action and reaction may harm all companies and the industry.

• Some types of competition (example, price competition) are very unstable and negatively influence industry profitability. Other tactics (example, advertising battles) may positively influence the industry, as they increase demand or enhance product differentiation.

• Types of structural factors & affects to industry rival

• Specialized assets
• Fixed costs of exit
• Strategic interrelationships
• Emotional barriers
• Government and social restrictions

• The number of sellers/brands that being featured will affect our commission ratio toward them.
• Each marketplace has its own commission structure from simple to very complicated, and there’s no certain rate that ensures your success. 
• In the service marketplace, 20% seems to be preferred. However, for a new platform, the most important goal is to get as many users to your site as possible, so 20% might sound a bit high and not attractive compared to other competitors.
• In a platform where a commission is utilized as the main model, listing fee, freemium, or lead fee models are often used as well.
• The more brands/sellers we collaborate with, the individual bargaining power for each seller will be limited.
• However, due to other competitors, sellers might be attracted to other platforms that meet their requirements, e.g. policy and pricing changes
• Postal and delivery services, as well as shipping carries, will also affect in bargaining power 
• Search engines hold significant leverage as they indirectly affects traffic on the platform

• Brand Loyalty: This mainly happens when the target audience does not fully trust your company, its products, services until they have been a satisfied customer at least 2-3 times. 

• Cost Disadvantages: Newer companies can't afford to afford to offer their products or services at a lower cost unlike older, established companies. 

• Supplier and Distribution Channel Accessibility: Some older and established companies have exclusive rights with certain suppliers and distribution channels.

•  Alibaba Group

• JD.com

• Luxury resell market is growing x4 times faster than the primary luxury market, at 12% per year vs 3 %. 
• Online resellers are driving the growth of the pre-owned market well beyond brick and mortar stores.
• Circular economy is a driver of the luxury resale growth, fueled, in part, by younger affluent generations & their desire.
• Popularity of limited capsule collections & fashion drops to increase luxury short supply & fueling a large secondhand market of new or nearly new items.
• The durable and timeless nature of luxury goods makes them a good fit for the resale market.

• Brands have an interest in making sure that their premium goods are always displayed thoughtfully.
• Resell market is an opportunity for luxury brands to support long term sustainable goals.
• First-time buyers of luxury goods who can sell their used items on the secondhand market are more likely to buy another first-hand good.

• The focused market:
  • tech or internet-savvy consumers
  • sustainability conscious 
  • affordable secondhand luxury products which sell in a good condition
• Millennial and Gen Z shoppers are flocking to secondhand luxury thanks to their commitment to sustainability and reducing their carbon footprints
• Also, there's a trend for collecting hard-to-find archive pieces by top designers and brands, and the desire to own pieces that others might not be able to easily get their hands on. 
• The consumers' demographic and background checks play important roles in buying resale luxury items, such as monthly income and payment terms.
• Most resale consumers are the ones who experience both buying the new and used items in stores. 

• Blockchain is enabling large scale reliable tracking and authentification 
• Authentication is one of the important focus in resale luxury goods because there's quite a number counterfeiting and fake products that were also marketed in China.
• The luxury resale model is built on trust and transparency, the ability of online luxury resellers to properly authenticate luxury goods every single time is critical.
• The resale market is indeed no stranger to counterfeiting. It is becoming harder for luxury brands and secondhand retailers to be counterfeit-proof. 

• Fine Things can feature product cleaning & restoring services as an added incentive before selling second-hand luxury goods to the public.
• The Luxury Authenticator team can provide a tutorial on how to spot differences between a counterfeit and authentic product for top luxury labels. 
• This helps build trust amongst our consumers which is a very important thing in the China market and this can help boost sales and popularity of this concept. 

• Perform customer analysis by encouraging customers to answer surveys which they would then be awarded discount codes.
• Something as simple as a poll on social media sites would show how our consumers actually react to certain brands, colours, exclusivity in product, product style/range etc.
• This helps us to peak their curiosity by sourcing for products the majority are seeking for which would lead us to happy customers.