Hanfu parade

Enter your email to receive editorial updates, special offers and breaking news alerts from Vogue Business. You can unsubscribe at any time. Please see our privacy policy for more information. Read the full article in English here or visit Vogue Business in China on WeChat. The following is an edited excerpt of a story that was originally published on Vogue Business in China. To receive the Vogue Business China Edit, sign up here. They were dressed in Hanfu, a historical clothing style worn by members of the Han people from roughly 1600BC to 1636, to celebrate the sixth Hanfu Cultural Festival. About three-quarters of Hanfu customers are between 16 and 24 years old. Members of this generation often see it as a way to rediscover and engage with their country’s traditional culture, and the Chinese government has been actively promoting Hanfu for those purposes. In October, the historic city of Xitang in Eastern China was awash with 40,000 people coming from all over the country. Films and television shows staged in ancient China have also contributed to the revival’s popularity, creating a specific category of key opinion leaders (KOLs) and profitable opportunities. As the trend continues to captivate new customers, three key areas of growth have emerged. While e-commerce remains a preferred purchase channel, Hanfu retailers have started to diversify offline by offering “Hanfu experiences”. The trend has crossed borders. These stores allow customers to rent clothing, receive styling services and take part in photo shoots complete with props and backgrounds for between RMB 20 ($3) to about RMB 500 ($72). While a consumer might have previously bought just one new set from time to time, these services provide sales on a more constant basis. They also represent an opportunity to join in the trend for those who have not yet become Hanfu fans or those who can’t afford to buy the attire. Hanfu clothing can be divided into different tiers, from high-end, collectable products, which can cost over RMB 10,000 ($1,435), to affordable options priced between RMB 100 ($14) and 300 ($45). While these remain the most popular, accounting for 50 per cent of market share, there is space for the mid-range tier to evolve. Daoding Hanfu, a brand with a dedicated, 10-person design team that offers items priced at over RMB 1,000 ($145), has gained recognition among Hanfu fans because of its unique patterns, quality craftsmanship and wearability. In 2018, China only had 56 Hanfu manufacturers that were producing kidswear – representing seven per cent of all Hanfu manufacturers in the country. The brand is increasingly specialising in Hanfu clothing that can be used as daywear by printing auspicious clouds pattern on pleated skirts and stitching traditional embroidery techniques on vests. As the Hanfu womenswear market matures, manufacturers have turned to kidswear, which is already showing promise. The Semir Group, parent company of China’s top kidswear brand Balabala, has also seized the opportunity, launching its first collection of Hanfu for kids in August with four items priced at between RMB 150 ($22) to 300 ($45). Zhiyuji’s line of Hanfu for kids, called Lingjinji, successfully became a sponsor of the 2018 International Chinese Children’s Spring Festival Gala. Comments, questions or feedback? The carnivore is back. To receive the Vogue Business newsletter, sign up here. Are vegan brands out? Enter your email to receive editorial updates, special offers and breaking news alerts from Vogue Business. You can unsubscribe at any time. Please see our privacy policy for more information.

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