With billions of dollars of merchandise sold by more than one hundred thousand brands, China’s discount-focused shopping festivals are impossible to ignore but difficult to get right. Here are six ways to make them work.

DTC brands like Everlane, Allbirds and Rothy’s have hit the Chinese market this year, betting on sophisticated e-commerce solutions and a new generation keen on the ‘decluttered look’.

With its latest martial arts-inspired collaboration, the brand joins the ranks of Converse, Swarovski and Levi’s as more global players partner with Chinese designers in the hopes of boosting profits. Will it work?

L’Insane will stock brands including Cottweiler, Vaquera and Dilara Findikoglu as it caters to a more gender-fluid Generation Z.

Despite avoiding advertising, influencers and discount deals, British direct-to-consumer eyewear brand Cubitts has opened seven stores in five years and is in it for the long haul.

The absence of headline acts like Burberry, JW Anderson, Craig Green and Grace Wales Bonner has cast doubt on the future of London Fashion Week Men’s — but also made space for new talent to shine.

Chinese fashion groups like EPO are keeping one step ahead by diversifying their portfolios and upgrading product ranges.

In this month’s China Edit, BoF explores ​the ​flurry of activity from Chinese firms investing in the ​fashion ​sector.​​