Chinese fashion and lifestyle publisher Trends Media Group has revealed the trend on fashion consumption and industry developments in 20 Chinese cities.

The survey unveils the top 10 most attractive brands and designers, and ranks cities by expenditure on fashion goods and services.

The survey further found that designer brands have been widely adopted and spending in second- and third-tier cities is rising, with consumption in some categories surpassing Beijing and Shanghai.

Trends also found that Tianjin consumers report the highest satisfaction levels with in-store services.

Chanel topped the apparel and cosmetics brand rankings, while Rolex and Chow Tai Fook were number one in watches and jewellery respectively.

The survey also showed that Chinese luxury consumers readily adopt design and couture. Shanghai was ranked as top fashion city, followed by Beijing and Nanjing.

Fashion spending in Tianjin grew the fastest, ranking third for consumer goods, surpassing Shanghai and Beijing.

Trends says China’s “new wealthy class” has little brand loyalty with more than half inclined to change brands. That gives designers more opportunities.