This study endeavours to explore the intricate nexus between user-generated content (UGC), the influence of social media, dynamics in international trade, and the sales of luxury fashion products within the Chinese market. Through an investigation into how UGC and social media influence mediate the correlation between consumer preferences and the sales of luxury fashion products, the study aims to offer insights into the multifaceted mechanisms steering consumer behaviours and market dynamics within the luxury fashion sector. Employing a qualitative research methodology, the study conducted semi-structured interviews with 18 participants operating within the Chinese market. Thematic analysis was applied to scrutinize the interview data, facilitating a comprehensive exploration of the recurring themes and patterns pertaining to UGC, social media influence, international trade dynamics, and luxury fashion product sales. The study's findings underscore the notable impact of UGC and social media influence on shaping consumer perceptions, attitudes, and behaviours towards luxury fashion products in China. Furthermore, the research elucidates the influence of international trade dynamics on the interplay between UGC and the sales of luxury fashion products, thereby shedding light on the intricacies of global markets and their ramifications on consumer behaviours. By delving into the relationship between UGC, the impact of social media, international trade dynamics, and luxury fashion product sales in China, this research contributes to the extant literature. The utilization of qualitative research methodologies serves to deepen and enrich the findings, thereby furnishing both scholarly and practical insights. These findings hold significance for luxury fashion enterprises seeking to refine marketing strategies and navigate the dynamic and competitive landscape of the Chinese market.