<h2><strong>1. Y2K NOSTALGIA</strong></h2><p>Gen Z and millennials are now representing the biggest group of consumers in China. They grew up in the 2000s and brands are attracting them using their codes. Matrix, boys and girls bands and Pokemon come back in wardrobes. It’s sweet and dark, it’s sexy and cute, it’s futuristic and retro… It is about contrasts and pushes young consumers to express their creativity.&nbsp;</p><p>&nbsp;</p><p><img src="https://cms.queenbeesconsulting.com/uploads/Insight_Y2_K_4d8cd27b02.webp" alt="Insight-Y2K.webp"></p><h2>&nbsp;</h2><h2><strong>2. ARTS &amp; CRAFTS</strong></h2><p>For several years there has been noticed a significant interest towards handcrafted items. This can be explained by the extreme presence of technology and overstrain of consumers by mass products. Therefore, the presence of handmade elements in clothing and accessories create a sense of involvement in the history, traditions and "eternal" values from buyers of luxury brands. Interestingly mass market brands seem to also increasingly support local producers and manual labour. Chinese consumers show a deep attachment to local craftsmanship, symbols and patterns, colors that they reinvent.&nbsp;</p><p>&nbsp;</p><p><img src="https://cms.queenbeesconsulting.com/uploads/ARTS_and_CRAFTS_a163f69b81.png" alt="ARTS&amp;CRAFTS.png"></p><h2>&nbsp;</h2><h2><strong>3. FOREVER WEARS</strong></h2><p>The COVID pandemic has changed the perception of luxury purchases by a part of Chinese young consumers. Now seen as an “investment”, expensive products are expected to last long both in style and materials. We have seen a move away from pieces that fulfill a ‘one-time wear’ and a marked shift towards items that will stand the test of time. That’s why a growing part of consumers prefer to buy beautiful basics, perfectly tailored clothes, neutral colours and timeless accessories. This trend is also linked to eco-consciousness which pushes to a reduction of ultra consumerism.&nbsp;</p><p><img src="https://cms.queenbeesconsulting.com/uploads/FOREVER_WEARS_5e6da5f075.png" alt="FOREVER_WEARS.png"></p><h2>&nbsp;</h2><h2><strong>4. GENDERLESS</strong></h2><p>Gender norms that are still rooted in traditional cultures are now more and more challenged. Jewelry is not a taboo for men anymore and is no longer associated with femininity. The distinction between women and men offerings get less and less clear. This has an impact on jewelry style : minimalism, purity, simplicity and elegance on one side and bold, expressive, creative on the other side are two directions that can attract lots of young consumers who don’t care about genders.&nbsp;</p><p><img src="https://cms.queenbeesconsulting.com/uploads/Genderless_d6f4b4f059.jpeg" alt="Genderless.jpeg"></p>

The 4 Macro trends that are influencing the China fashion and jewellery market