It’s been a turbulent year for luxury in China, but it’s still a crucial region for the fashion industry to continue investing in, home to a savvy and discerning consumer. Across the vast market, what are the emerging cities where brands should focus their energy?
For the second time, Vogue Business in China has released its ranking of China’s emerging fashion capitals. The list places cities in China according to five metrics as they relate to fashion: consumption power (including GDP per capita and quality of life); business potential (including store openings and ease of transportation); cultural charm (including the city’s richness of fashion culture and cultural activities); innovation manpower (including the city’s capacity for new fashion formats and use of local talent); and development power (including sustainable development and financial stability), while also factoring in economic consumption, social retail, business dynamics, talent strategy, capital strength and cultural characteristics. Shanghai, Beijing and Guangzhou — far more developed than other cities — were excluded from the ranking to focus on the up-and-comers.
The 2024 New Fashion Capital Index report also for the first time reveals the results of a new consumer survey of 1,400 shoppers across 14 cities, factored into the ranking and bringing local perspective to the report. Consumer evaluations of each city factored in consumers’ understandings and preferences of fashion in different cities; recognition and evaluation of fashion image in each city; and diversity and satisfaction of cultural, entertainment and arts activities in various locations.
Below, we reveal the ranking of the top 10 fashion capitals, as detailed in the report.
10. Zhengzhou (new entrant)
Vogue Business score: 5.56/10
As one of the eight ancient capitals of China (referring to cities that served as a capital of a Chinese dynasty), Zhengzhou has witnessed thousands of years of history. As a result, it has an excellent ability to interpret traditional culture in the contemporary era. With the overall strength of shopping mall giant David Plaza, Zhengzhou has also led the central region to make breakthroughs in fashion development, with outstanding performance in fashion consumption and cultural charm.
9. Changsha (2020 ranking: 9; score: 5.54/10)
Vogue Business score: 5.91/10
