IVIS Group discuss successful transition towards omnichannel fashion retailing in China-Britain Business Focus Magazine

03 January 2016

cbbc1.PNGThe November issue of China-Britain Business Council (CBBC) Focus magazine, featuring coverage of China’s President Xi Jinping’s state visit to the UK, includes an industry news article by IVIS Group CEO Qusai Sarraf.

Sarraf, who lectures on the BIMBA programme at Peking University, looks at the way fashion retailing is changing in China in the light of the growing number of middle class households, increased sophistication and choice in the domestic market.

The article highlights the complexities of the Chinese market, difficulties caused by the strong B2B mentality in retail and how companies in this mobile-first country are using innovation to become successful customer-centric fashion retailers.

Focus is the magazine for members of the China-Britain Business Council and the British Chamber of Commerce in China.

To read the full article, please download the PDF.

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