Jitong Li Senior Analyst
chicago
English, Chinese
About Jitong
Jitong specialises in fashion-related industries in the US, especially the apparel and footwear industry. She leads with Euromonitor's use of digital tools, such as web scraping, text mining and web/APP traffic data in market research.
Expertise
Jitong advises clients across fashion industries by providing insights into consumer trends and competitive landscapes in the US. She has strengths in fashion content creation and unique knowledge of China-based companies' success overseas, such as Shein in the US. Jitong holds a PhD in Fashion Marketing and Management from NC State University. Before joining Euromonitor, Jitong conducted academic and industrial research on fashion consumer behaviour, sustainability marketing and education, and social media marketing, employing various research methods and tools such as surveys, interviews, and text mining.
Recently Published Work
Fast Fashion Under Fire: Shein’s Trump Strategy
7 May 25Since 2019, Shein has grown explosively to rank as the world’s fourth largest apparel brand by 2024, generating USD21 billion in sales (fixed 2024 exchange rates), with 35% from the US. Amid evolving US trade policies and intensifying competition from both Chinese rivals and Western giants, Shein is pivoting strategically: strengthening its footprint beyond the US, diversifying its supply chain, and refining its pricing model to adapt to the elimination of de minimis trade exemptions.
Jitong Li
Lab-Grown Diamonds: Opportunity Ahead or Roadblocks Rising?
28 Apr 25Lab-grown diamonds (LGDs) have emerged as a significant player in the jewellery market, with global sales reaching nearly USD9 billion in 2024. This rapid expansion has prompted both opportunities and challenges for jewellery brands. As the market evolves, understanding the dynamics of LGDs is crucial for stakeholders to navigate this transformative period effectively.
Fatima Linares
Temu, Shein and TikTok Shop’s Emerging Power in US E-Commerce
14 Jan 25From 2018 to 2023, US third-party (3P) marketplace sales outpaced overall e-commerce sales growth, driven by evolving consumer behaviour, rising living costs, and the emergence of new players, particularly China-affiliated platforms like Shein, Temu, and TikTok Shop.
Jitong Li