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How China's Gen Z Defines Its Personal Style, According to Coach CEO
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CGTN
cgtn.com

How China's Gen Z Defines Its Personal Style, According to Coach CEO

For the younger generation in China, fashion is transforming: it is becoming less about demonstrating status and more about self-expression. During the China International Import Expo (CIIE) 2026, CGTN digital correspondent Yu Xiuyuan spoke with the CEO of Coach China to learn what distinguishes this generation.

Unlike millennials and previous generations, young Chinese consumers have a clearer understanding of their desires and the reasons behind those desires. Instead of acquiring luxury items for status, they are increasingly choosing items that reflect their individuality, values, and personal stories.

Thus, the next major trend in the luxury sector may be determined not by what a person owns, but by what those items say about them.

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The ninth China International Import Expo offers an opportunity to explore China's developing market prospects. As the country moves beyond traditional advantages, discussions focus on how global corporations are adapting and finding new ways to expand their business.

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Leading Global Executives Discuss Priority Directions at CIIE Exhibition in Shanghai
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At the 9th China International Import Expo (CIIE) held in Shanghai, the main preferences of global CEOs were discussed. Expectations from countries participating in this event for the first time were also voiced.

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