In Western countries, online traffic is moving from Web and PC’s to mobile while, in Asia, consumer and tech entrepreneurs have leapfrogged directly into mobile, creating popular apps like WeChat, Line, and Kakao Talk.
As China's mobile-obsessed consumers develop an interest in fashion, brands are finding that digital marketing via Weibo or WeChat might not be enough to drive shoppers to stores or boost online sales.
Fast-growing British online fashion retailer ASOS has long had its eyes on the China market, and by the end of October will launch a localized Chinese-language site.
Italy's Tod's Group S.p.a. is set to further intensify its China efforts this year for its flagship Tod's leathergoods brand in particular.
Despite the explosive growth of China's digital space and e-commerce market, most Fashion brands remain slow to adapt to the changing tides of Chinese luxury consumption.