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  "documentTitle": "The State of Fashion 2025",
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      "text": "69 percent of Chinese consumers value personalisation, according to a McKinsey survey.",
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      "text": "Adapt marketing messaging and partner with local influencers to reach consumers in relevant channels. To achieve the right balance between global and local elements, companies should consider building local teams in focus markets, particularly in branding, marketing and communications functions where strategies can vary considerably by region.",
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      "text": "Cater to local consumer preferences by creating special collections, altering product dimensions and adjusting pricing architecture. However, brands will need to ensure that styles do not diverge too far from their international offerings, otherwise they risk diluting global brand image.",
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      "text": "In China, consider direct-to-consumer and owned online propositions. Owned online channels have gained significant traction since 2020 due to declining offline traffic and rising customer acquisition costs in e-commerce marketplaces. Additionally, Chinese consumers value shopping direct-to-consumer for the personalisation it can offer — 69 percent of Chinese consumers value personalisation, according to a McKinsey survey.",
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      "text": "Develop strong omnichannel propositions, leveraging both owned and third-party channels",
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      "text": "In Japan, offer hyper-personalised retail services where appropriate. This approach is key to enticing local customers, particularly in luxury, where concierge-style strategies known as gaisho target VIP shoppers. Department store groups such as Daimaru Matsuzakaya report gaisho sales increased 7 percent in the first half of 2023 to account for nearly one third of all sales.",
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      "text": "Evaluate opportunities to localise elements of the supply chain to increase agility and speed-to-market to compete with local players. This will be particularly relevant in India, where local brands have strong market share. High apparel import taxes and difficulties in last-mile delivery can also be challenging for international brands without strong local capabilities.",
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      "text": "In India, partner with local online marketplaces. Limited real estate availability and last-mile logistics, especially in tier-two and -three cities, make partnering with local online marketplaces key to reaching consumers. E-commerce retailers like Flipkart-owned Myntra have become a key partner to international brands in India. H&M, for example, sells on the platform in India, while in all other markets it only sells through owned channels.",
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      "text": "Tailor international brand product portfolios and supply chains to better serve local markets, as fashion tastes and trend dynamics significantly differ between Asian and Western markets (and within Asian countries themselves).",
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      "text": "EXECUTIVE PRIORITIES",
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