Fashion consultancy Alvanon has unveiled new research on the size and shape of Chinese consumers so that international retailers can better capitalise on China’s emerging retail market.
Alvanon, based in New York, scanned more than 28,000 people in four regions across China, recording 45 body measurements per person.
Research found that although Chinese and Westerners have similar average heights, body shape in China is smaller than in the US and Europe.
Women in China have narrower bust, waist and hip measurements than those in the US. As a result, US brands and retailers must more than double their size options to ensure they reach the same proportion of shoppers in China as domestically, according to Alvanon.
Alvanon chief executive Janice Wang said the business began compiling the research in October 2006. “Soon China will be wealthy enough so that everyone will want stores there, but if retailers don’t know the sizing then they won’t succeed.”
The research has also found that between 1992 and 2002 the average height of Chinese children aged from two to 18 grew by 1.5in, which is nearly twice as much as children in the US.