China Insight: ‘Western Development’ of Fashion Brands — Thriving in Western China With a Green Agenda

The flow of fashion brands into and within China is reshaping the global market, with the country’s western region emerging as a key strategic frontier. International brands are establishing a presence in Chengdu as their “gateway to western China,” while Chinese companies are leveraging the ecological and cultural richness of the region — often called the “Third Pole of the Earth” — to drive growth and innovation. Together, these trends illustrate a uniquely Chinese strategy: Thriving in the western regi ...