Visitors prepare to enter an international fashion fair in Nanjing, capital of East China's Jiangsu province.
Young shoppers have a taste for domestic brands as clothing labels target lifestyle choices and move into profitable niche markets to make an impact
They appear to be dedicated followers of Chinese fashion.
Young city consumers are starting to embrace edgy, domestic designer brands instead of cool, global marque names.
A summer survey by OC&C Strategy Consultants has revealed an interesting new trend in shopping habits as the "Made in China" label takes on a whole new meaning for the clothing industry.
In a poll of more than 2,500 Chinese shoppers, only 10 percent expressed a "dislike" for local designs, which was less than half the number in 2015.
To underline the change in attitudes, up to 46 percent said they "liked" Chinese apparel brands, which was more than double compared to two years ago.
"Supporters of local labels are mostly younger consumers (aged between 16 and 44)," said Wang Chong, an associate partner of OC&C.
"Up to 40 percent of those interviewed, who went for Chinese domestic clothing brands, came from a lower income bracket for their age," she said.
But that was only part of the picture, according to Wang, who pointed out that young shoppers are keen to demonstrate an unprecedented "desire" to express their identity through fashion.
Around 39 percent of the same group polled preferred Chinese brands because they had strong cultural elements. Another 26 percent found the style compelling.