Me&City: China's Answer to H&M?

As Chinese shoppers grow more trend-conscious, the concept of fast fashion is taking off. The main suspects, of course, are H&M from Sweden, Zara and its strengthening empire (Bershka, Pull and Bear, Stradivarius) from Spain, and Uniqlo from Japan. But what they all have in common is that none of them got its start in China.

Me&City has high hopes of snaking in and securing that spot. The homegrown label first launched three years ago; as of last summer, it had already opened over 85 stores throughout China. Many of you (as well as the rest of the world) failed to notice the brand – that is, until its prominent ads featuring British stars Orlando Bloom and Agyness Deyn came out last spring.

According to Jing Daily, Me&City has “perhaps invested the most money of any Chinese brand in roping in well-known Western faces for its advertisements.” Its first few campaigns were shot of Wentworth Miller, the actor of American TV show “Prison Break." The latest ads for the A/W 2011 collection show British fashion icon Alexa Chung, who has apparently carved quite the name for herself amongst the Chinese brand-savvy for her namesake Mulberry Alexa handbag.

Back in August 2010, Forbes already pointed out that Me&City is trying to position itself as China’s only upscale fast fashion brand. But can the relatively new label survive against the Western competition? Sources cite the China Fashion Net as saying, “Chinese brands are inherently at a disadvantage when competing with larger foreign competitors, and as such must put as much – if not more – focus on branding as they do on product.”

If that is the case, it looks like Me&City is so far heading in the right direction. Even if they have yet to establish an aggressive presence in Beijing, they have already expanded deep into second- and third-tier cities.

Personally, I have never purchased anything from this store before. A quick look at their website gives me the impression that their stock is more along the lines of youthful-and-cheap(ish) Bershka as opposed to the more "premium" selection found at Zara. Here, a few of their pieces below:

Now tell us, have you shopped at Me&City before? Why or why not? Share your answers below.

Me&City. Daily 10am-10pm. 1) Xidan International Bldg, 111 Xidan Beidajie, Xicheng District (6398 9662) 西城区西城区西单北大街111号西单国际大厦 2) 10 Qianmen Dajie, Dongcheng District (no tel) 东城区前门大街10

Photos: Me&City