Your browser is no longer supported. For the best experience of this website, please upgrade to a newer version or another browser.

Your browser appears to have cookies disabled. For the best experience of this website, please enable cookies in your browser

We'll assume we have your consent to use cookies, for example so you won't need to log in each time you visit our site.
Learn more

Survey sizes up the Chinese

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.

Have your say

You must sign in to make a comment

Please remember that the submission of any material is governed by our Terms and Conditions and by submitting material you confirm your agreement to these Terms and Conditions. Links may be included in your comments but HTML is not permitted.