Missed episode 1? Listen here.
In Shanghai’s stunningly beautiful former French concession is something you don’t see very often in China: a second hand clothing store.
In episode 2 of the Digital China Podcast, we interview Jane Jia, founder of high-end recycled fashion retailed Pawnstar.
In China, second-hand clothing is typically seen as old and only for poor people in China, but Pawnstar is radically reshaping the perception of second hand by associating it with high end fashion brands such as Alexander McQueen, Marc by Marc Jacobs, Diane von Furstenberg, Helmut Lang, Givenchy, Alexander Wang, and Prada.
In our conversation with Jane, we cover:
- What is the perception of second hand, and how do you go about changing it?
- How is Chinese society changing, and becoming more open to foreign ideas?
- What’s the key difference between first tier “global” cities (Beijing, Shanghai, Guangzhou, Shenzhen) and other provinces and cities in China
- How does a marketer introduce a new idea to a huge market like China, whether it’s second-hand fashion, cheese, beer or rugby?
- Who are the brands Jane admires for making their mark in the Chinese market?
Coming up on Digital China #3: Food and Beverage Trends from the front line!