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.
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.
Vogue Business score: 5.91/10
Changsha, an entertainment mecca known as the ‘star-making city’ in the east, not only has a profound historical heritage and a long-standing Hunan culture, but also an inherent tolerance and openness. As a hub for creative and entertainment industries in China, Changsha’s fashion influence leads the country, and the city is home to many young netizens — but its overall fashion development still has a way to go.
Vogue Business score: 6.03/10
With its millennium-old Jiangnan cultural heritage and spirit of continuous innovation and development, Suzhou has arguably done the best to balance authenticity with modernity among all Chinese cities. Suzhou is located between the two major business districts of Nanjing and Shanghai, but it has emerged as a dark horse, integrating into the development of the Yangtze River Delta. A number of governmental policies have been introduced to ensure its fashion development continues, but its overall innovation power is nascent as Suzhou struggles to retain talent.
Vogue Business score: 6.29/10
Nanjing, the capital of 10 dynasties that’s been full of legends since its founding, has accumulated rich cultural heritage over the long course of history. The geographical location that connects the east and the west and the north and the south makes Nanjing a natural home for high-end consumption. The overall consumption power and cultural charm are advancing rapidly, but innovation could stand to improve.
Vogue Business score: 6.43/10
With cultural tourism IP as a key development focus, the city’s fashion business potential and consumption strength are among the best. Xi’an is a national consumption centre and the only central city in the northwest. With the continuous promotion of cultural confidence and quality consumption, Xi’an’s commercial development has found new growth points in both cultural heritage and innovation. The gradual implementation of plans for many top shopping malls such as Taikoo Li and Mixc has given Xi’an a shot in the arm.
Vogue Business score: 6.8/10
Wuhan is located at the centre of China, connected to rivers and seas, and has unique geographical advantages. As a place where talents gather, Wuhan unites and integrates various cultures. From a commercial centre that is “the most prosperous place in Chuzhong” to a core city in the Yangtze River Economic Belt, Wuhan’s economic development and fashion business development are strong, outlining a gradual but upwards trajectory.
Vogue Business score: 7.8/10
As China’s largest municipality, Chongqing has become an indispensable part of the economic landscape in the west and even the whole country with its industrial foundations, rapidly emerging industries and support from national policies. The city’s fashion has a strong ability to absorb and integrate, and its fashion temperament is unique. However, the brand strength and planning have slowed, waiting for the next city to explode. Despite this current wait-and-see state, it remains strong, with the five major indicators continuing to grow slowly.
Vogue Business score: 8.38/10
Hangzhou ranked third, taking the top spot in fashion innovation and talent, and placing second in fashion consumption, after Shenzhen. The other three areas developed steadily.
Hangzhou’s unique geographical positioning not only provides it with beautiful natural scenery, but also enables it to reap the economic benefits of being both inland and on the coast. The growth in science and technology innovation has made great progress compared with last year, and the outstanding e-commerce sector developed steadily. However, it’s maintaining this level of innovation that poses a challenge.
Vogue Business score: 8.56/10
As the leader of the southwest region, Chengdu’s status is unquestionable. Its fashion business potential ranks first among all cities, yet its fashion development index has the greatest room for improvement.
Chengdu’s unique leisure temperament has created a differentiated development path when it comes to urbanisation. The mature business atmosphere, top-level consumption power and cultural charm have made Chengdu attractive, but at the same time, consumers have begun to feel weak, and an upgrade of its industrial sector is urgently needed.
Vogue Business score: 9.29/10
With its unbeatable pioneering spirit, Shenzhen has achieved a historic leap from a small border town to an international metropolis, through both its resilience and potential in economic development. Whether it’s brand investment or government support, Shenzhen has firmly grasped the opportunity to develop a fashion industry with cultural depth, establishing itself as a new compass for urban fashion.
The city of science and innovation has grown rapidly in all aspects. It has taken first place in the three major metrics of fashion consumption, cultural charm and development. Its fashion business potential, innovation and talent have also developed rapidly, all contributing to its leading positioning.
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