Youth today are not looking to straight up copy other countries’ looks, they want to mix, match and adapt. What we found were style chameleons – expressing one style one day, another the next. - The Bergstrom Group

1. Fall/Winter 2010-2011
Distinctly Different:
CHINESE FASHION REVIEW
www.thebergstromgroup.com telling the story of new China

2. Introduction
Youth today are not looking to straight up copy other countries’ looks,
they want to mix, match and adapt. What we found were style
chameleons – expressing one style one day, another the next.
Sometimes how they defined their own fashion did not seem to be in line
with how outsiders would categorize them. There also seems to be a
difference in tier dressing and a need for non-mainstream style to be
split into a few, more specific segments. And, for youth willing to shell
out for fashion, paying more does not necessarily equate with wanting to
stand out.
www.thebergstromgroup.com telling the story of new China

3. Shanghai: China’s Fashion
Capital in 5 Years
News from the 12th Five-Year plan of Shanghai NPC &CPPCC
(National People’s Congress and Chinese People’s Political
Consultative Conference). Thirteen goals were set during the
conference including the intent to build an international, civilized
metropolis of fashionable glamour.
Jingping Wu, a Professor at Fudan University, commented, “Building
an international civilized metropolis of fashionable glamour is the
orientation of Shanghai urban culture. The commercial value of
culture has been given undue attention to; however, Shanghai’s
ultimate goal is to show people a modern culture and to respect
diverse values, morality, humanity and ethics. While we are pursuing
fashionable glamour, Shanghai’s unique characteristics shall be
reflected as well.” See our previous post on it here.
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4. Defining Chinese Style
To propose a more authentic representation
of modern Chinese tastes, our teams took to
the streets in tier one, two and three cities to
ask youth about their personal take on
fashion and how they define elusive and
changing Chinese styles. Take a look at our
post on it here.
Check out more street snaps in our feature
in That’s SHANGHAI February 2011 issue:
“The real cool hunters”.
-20, m, Shanghai via Hangzhou
Japanese hand-made glass 300 RMB
Taobao boots 300 RMB
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5. Street Fashion
Fall/Winter 2010-2011
My style is not like Chinese style. I am more
into Hong Kong and Taiwanese style, which
is influenced by Japan, Korea and Singapore.
I think I am a little bit ‘xiao qing xin’ (小清新,
Boho-ish style) but, as you can see, the
colors of my outfit are stronger than ‘xiao
qing xin’.
– Xinyi, 18, f, Shanghai
ACU hat 300-400 RMB
Jeans 200-300 RMB
Nike shoes 600-700 RMB
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6. I am more Japanese style with this cape, but
usually I prefer punk, European and American
styles because I work in a gaming company.
Chinese young people dress more in a
Korean way because we share similar sizes
and it's easier to match up with different items.
- Anita, 29, f, Shanghai
Urban Renewal cape 200- 300 RMB
Coach bag 3000 RMB
Wig from Taobao 30 RMB
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7. My favorite style is punk and my favorite
sport is skateboarding. Many of my clothes
are bought from my friend’s shop. He also
helped get me into skateboarding. I think
Chinese youth sometimes dress too mature
and formal.
- Xiaolong, 22, m, Nanjing via Nantong
Gravis sneakers 350 RMB
Leather coat 1000 RMB
Altamont jeans 130 RMB
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8. My style is European and mix and match. I think
most Chinese guys like Japanese style, inspired
by Edison Chen and his favorite trendy
Japanese brands. A few years ago, most girls
followed Mina and Rayli style (Japanese fashion
magazine). Now, with more American TV shows
entering China, girls are more influenced by
American and European styles, from shows like
Gossip Girl and the Vampire Diaries. Generally
speaking, Chinese people tend to dress casually
- they choose whatever is comfortable, but not
as delicate as Japanese style and not as ‘prince-
like’ as Korean style.
– Wei, 24, m, Shanghai via Nantong
Overcoat 450 RMB
Shoes 300 RMB
Leather belt 60 RMB
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9. These tie-dyed jeans are my favorite. I got the
denim jacket from my brother, who bought it for me
in the Philippines. People here in Yueyang are not
that trendy and most teenagers dress very non-
mainstream.
– Swear, 20, f, Yueyang, Hunan province
Denim jacket 600 RMB
Striped t-shirt 90 RMB
Tie-dyed jeans 220 RMB
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10. I am sick of girls on the street wearing all the
same sweetie sweet styles, especially in winter
- all kinds of Korean style overcoats, thick
stockings and high heel boots. I love European
and American youth looks. Younger hip
hoppers look like they are wearing bags while
other guys learn from British style but still
incorporate some Japanese elements. I think
Shanghainese guys are either too put-on or too
sloppy.
- Kaine, 23, f, Shanghai
Cheap Monday denim shorts 300 RMB
H&M t-shirt 200-300 RMB
Dr. Marten boots 1000 RMB
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11. I like to dress up in a cute and sweet way.
Some young people are more non-
mainstream style, some Korean and some
British, but most youth are just plain, wearing
whatever they feel is comfortable. Non-
mainstream style is pretty scary; they
exaggerate punk and gothic style, trying their
best to be abnormal.
- Yiyue, 22, f, Nantong
Earmuff 18 RMB
Bag 100 RMB
Glasses 20 RMB
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12. I don’t really pay a lot attention to fashion.
I focus on my work (as a graphic
designer). I am influenced by diverse
music and a constant sugar high probably
drives me sometimes too. Today, my
whole outfit down to my underwear is
from Uniqlo except my Nike shoes.
– Fish, 22, m, Shanghai
Uniqlo shirt 200-300 RMB
Uniqlo jeans 300 RMB
Nike shoes 15 USD (bought in U.S.)
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13. I like ‘chao’ style (潮, trendy, literally
meaning moist) and I think Edison Chen’s
brands define ‘chao.’ I am a student in an
arts school and that’s how people like me
usually dress. I check Edison’s store Juice
sometimes but the prices there are not
reasonable for me. I’d rather shop on
Taobao for A-class imitation products.
– Xiaobai, 18, m, Shanghai (on the right)
Coat 200-300 RMB
Jeans 100-200 RMB
Nike shoes 890 RMB
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14. I am a graduate student at the Shanghai
Conservatory of Music and so my style is
affected by the cultures and music I learn about
from foreign musicals, especially those from the
UK. Today, I dressed more artistically and
business-like because I am doing business in
music now. Some students in my school are
more gentlemen style, they have long hair and
dress formally, but others prefer casual or hip
hop style.
- Fu, 28, m, Shanghai via Shandong
GXG overcoat 2000 RMB
GXG scarf 400 RMB
Shoes 300 RMB
www.thebergstromgroup.com telling the story of new China

15. Take Aways
Although they may ultimately save money by buying online,
youth are most definitely in stores – mining inspiration from
brands and locations they trust to help them curate their own
styles. And, while willing to pay less for some knock-off fashion
items, shoes need to be the real deal. Youth across the board
are aware of and able to access foreign and often unavailable
in the mainland brands, they are in the know more than we
know.
www.thebergstromgroup.com telling the story of new China

16. ABOUT US
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17. OUR STORY
Established in 2006, The Bergstrom Group has developed a reputation for providing
vivid customer immersions for brands and agencies. We began our commitment to
China by focusing on youth and have since broadened our scope to include women
across lower tier to tier one.
Based in Shanghai, our on-the-ground team of subject matter experts, researchers,
trendspotters and photographers is dedicated to telling the story of new China in a
way that is both authentic and actionable.
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18. GET
Thank you!
info@thebergstromgroup.com
www.thebergstromgroup.com
www.thebergstromgroup.com telling the story of new China