Sharing a passion for fashion

By Xu Junqian in Shanghai | China Daily | Updated: 2019-07-05 08:00
Clement Tang, CEO of online clothing rental company Le Tote China. [Photo provided to China Daily]

Tang, who worked in the fashion retailer scene for nearly two decades before helming Le Tote China, says that the clothing rental market can also affect how fashion items are made.

"For years, fashion suppliers have been predicting what customers like and dislike with very little feedback or information from consumers. We then make some of the most important decisions like what colors to use and how many pieces of clothing to make based on this limited knowledge," says Tang.

"With the rental business, however, fashion companies are more in touch with customers, which allows them to learn more about their preferences. This in turn allows them to produce better-fitting clothes for customers."

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