A recent study by Public Desire, a UK e-commerce fashion platform, analyzed data on the fashion industry across several countries to find the most unexpected countries emerging as fashion hotspots.
The study used metrics such as the number of major fashion events, the availability of top fashion schools, Instagram hashtags related to fashion, Google searches about the fashion industry, the number of fashion brand headquartered in each country with valuations over US$100 million, and the availability of fashion-related jobs.
Among key results, the study pointed out that China leads as the emerging global fashion industry in 2024, hosting the highest number of major fashion events, and housing the highest number of highly profitable fashion brands headquarters.
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Australia has reached the highest number of fashion-related jobs, making it a major hub for fashion professionals, while Nigeria shows high social media engagement related to fashion and a rapidly developing fashion infrastructure.
Analysing data more into deep, China ranks first in the list of countries emerging as fashion hotspots. The country is growing as a major fashion hub, with 2,789 major fashion events yearly and the highest number of fashion schools as they counted 100 ones. Additionally, China is home to nine fashion brands’ headquarters valued at over US$100 million revenues, the highest number on the list.
Brazil ranks second, showcasing a strong public interest in fashion, with 270,000 Instagram hashtags related to fashion and a high number of fashion-related job opportunities reaching 19,700 ones. The country also hosts six major fashion brand headquarters, making Brazil an influential country in the global fashion market.
Australia ranks third, hosting 2,738 major fashion events and offering the highest number of fashion-related jobs with 37,400 ones, among the countries on the list. It has a strong engagement in the fashion community, which is reflected by its 173,000 Instagram hashtags related to fashion.
Turkey is ranked fourth, hosting 1,388 major fashion events. The emerging hub has a developed educational system with more than 100 top-tier fashion schools, three major fashion brand headquarters, and 8,000 Google searches.
The Netherlands ranks fifth, hosting 2,036 fashion events and 419 available fashion-related jobs, showcasing importance in the global fashion scene.
Indonesia follows in sixth place with 1,202 fashion events and 286,000 Instagram hashtags. With 23,700 available fashion jobs, Indonesia is steadily emerging as a fashion hub.
Mexico, ranked seventh, stands out with 361,000 Instagram hashtags and 18,400 fashion-related jobs. The country is also home to two major fashion brand headquarters, contributing to its growing influence in the global fashion industry.
South Korea ranks eighth, with 629 fashion events and a strong educational presence, as it counts 91 fashion schools on its territory. With notable Instagram hashtags (10,400) and two fashion highly profitable brands’ headquarters, the country continues to emerge as a key player in the fashion industry.
A view from an African textile copmpany
Nigeria is ranked ninth on the list and has the second-highest number of Instagram hashtags. The country is home to one fashion brand headquarters and has a growing job market in the fashion industry. Nigeria’s vibrant online fashion community mirrors its emerging market potential.
Kenya rounds out the top ten, hosting 1,825 major fashion events and generating a massive 701,000 Instagram hashtags, the highest among the analyzed countries. Kenya’s growing presence in fashion events and social media makes the hub an emerging hotspot in the global fashion market.
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