Warm and Practical：

Bosideng

Gao Dekang， a third-generation tailor， grew up in poverty in a Jiangsu village and founded down- coat company Bosideng in 1994. Today， Bosideng has over 7，500 stores and a 40-percent share of the domestic down market. It also has flagship stores abroad， shows during New York Fashion Week， and partnerships with Ralph Lauren and Louis Vuitton designers.

The Cautionary Tale：

Li-Ning

In 2008， there was no brand better positioned for success than Li-Ning sportswear. Its gymnast founder， six-time Olympic medalist Li Ning， lit the torch at Beijings Olympic opening ceremony. Despite partnerships with the NBA， though， cost-conscious shoppers turned toward domestic competitors， such as ANTA. Li-Ning has recently seen resurgence by tapping into patriotism： a new yellow-and-red sportswear line and a partnership with the classic Hongqi “Red Flag” cars.

Taobao Reimagined：

Mukzin

Taobao business Mukzin is defying the sleazy reputation of online stores with celebrity fans like Gigi Hadid， and financing from Oriza Holdings and Crystal Stream. Founded in 2014 by British-educated designer Kate Han and her husband George Feng， Mukzin reinterprets TV-inspired imperial fashion fads in what Han calls “a modern， irreverent way.