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Fashion’s Next Big Opportunity in China: Older Shoppers

An obsession with youth may be costing fashion and beauty brands a slice of China’s $880 million silver economy.

'Fashion grandmas' model Wang Nianwen attends a fashion show at Yizhuang town on October 26, 2017 in Beijing, China. Getty Images.

By

Casey Hall

22 June 2021

BoF PROFESSIONAL

Grace Han’s videos on Douyin, China’s version of TikTok, have amassed more than two billion views. Her lifestyle — which features frequent breakfasts at Shanghai’s five-star Bulgari Hotel, events for high-end brands, and a bold fashion sense — is aspirational to her hundreds of thousands of social media followers.

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