
Published 05 October 2026
In 2026, we reported how, cross-industry, the emotional consumption economy in China could be worth more than 4.5tn yuan ($670bn) by 2029 – a trend we’ll see proliferate globally in 2027 as more consumers perceive added value in purchases that make them feel something.



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We’re entering a new era of utility being key in apparel – what function it performs, how useful it is – with multiple drivers informing the pragmatism that will become a key coping mechanism in 2027.