There has been a rapid improvement of the fashion status of Chengdu in the last decade. It is a city of economy, commerce and culture, and also a leader in fostering young fashion consumers and cultivating fashion culture. The leisurely life attitude of west-southern China leads to the consumption concept of chasing enjoyment. Young generation have also gradually become the main force of Chengdu consumption. This report will analyse the business district and buyer stores around Chun Xi Road. The whole younger style pays more attention to the individualization and self-attitude. Those stores with gathered niche designers are also the popular spots for Chengdu citizens.

The development of economy attracts a lot of top brands. The theme "Live for Comfort" of Ermenegildo Zegna pays more attention to the free and comfortable life. The all-over logo wall of Givenchy and the model with strange posture underline the novel design and attract consumers. DIOR MEN and Louis Vuitton both select colorful flowers and halo-dyeing craft to underline the coolness and vitality of summer.

The deconstruction design in placement breaks the stereotype and provides teenagers with more individualized clothing. FENG CHEN WANG and Maison Mihara Yasuhiro are the representative brands to show Chengdu citizens' requirements of individuality expression.

The deconstruction design in placement breaks the stereotype and provides teenagers with more individualized clothing. FENG CHEN WANG and Maison Mihara Yasuhiro are the representative brands to show Chengdu citizens' requirements of individuality expression.

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