Lane Crawford, an upscale multibrand fashion boutique with branches in Hong Kong, Beijing, Shanghai and Chengdu.[Photo provided to China Daily]

Luxury brands are being shunted aside by shoppers as unique designer goods make their mark

For China's young fashionistas the appeal of shopping malls seems to have lost its gloss, clogged up as they are with shops selling luxury brands that seem to be barely distinguishable from one another. These shoppers are now switching to multibrand boutiques with wares more in line with their personal tastes.

These shops have grown rapidly over the past decade, offering unique designer pieces, and at a fraction of the price of the big-brand items.

Shanghai has the most multibrand fashion boutiques, 69, followed by Beijing, 56, and Guangzhou, 27, a report by the China Commercial Property Research Center said in 2015.