Behind American Vintage’s bet on the lucrative Chinese fashion market

Having operated in Asia for more than a decade with Hong Kong as its sole market, the French fashion label American Vintage now has larger ambitions. The brand recently opened its first Mainland China store in Shanghai, and it is just the start of its goal to further capture high-spending Chinese consumers in the region. Founded in 2005 in Marseilles, American Vintage draws inspiration from the United States and is known for its T-shirts, knits, denim, and fleece. After almost two decades, the b

This content is for IR Pro subscribers only.

Subscribe now to unlock an all-access pass.

IR Pro - monthly

$1 for the first 30 days. (Auto renews at $20 per month.)
  • Unlimited news access
  • Exclusive members only masterclasses (live and on-demand)
  • Weekly careers advice
  • Weekly and quarterly digital magazines delivered to your inbox
Subscribe now
Retailer’s choice

IR Pro - annual

$109 for the first year. (Auto renews at $228 per year.)
  • Unlimited news access
  • Exclusive members only masterclasses (live and on-demand)
  • Weekly careers advice
  • Weekly and quarterly digital magazines delivered to your inbox
Subscribe now