The 2024 Wuhan Fashion Week kicked off in Wuhan, the capital of central China's Hubei Province, on Friday, embracing a growing trend among consumers who seek out novel experiences.

This year's fashion week in the city has been enhancing consumer engagement through exhibitions and interactive activities, encouraging people to "check-in" on social media. From catwalks in local malls to extravagant shows of cultural-inspired outfits, the events are catering to a new consumer psychology as the Chinese public places greater emphasis on the shopping experience, seeking emotional fulfillment and social connections through their purchases. 

The organizing committee said that this year's conversion rate for designer brands at the 2024 Wuhan Fashion Week has increased by over 30 percent compared to previous years.