Jitong Li

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.

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.