Designer Apparel and Footwear (Ready-To-Wear) in China

PROSPECTS

Athleisure stirs up the category of designer apparel and footwear (ready-to-wear)

Designer apparel and footwear (ready-to-wear) in China includes athleisure, which advocates street fashion and athletic elements in product design in view of the rising number of young consumers who look for casual and trendy features in clothing and footwear. In China, the millennial generation has become the significant driver fuelling sales of designer apparel and footwear, which is thanks to their modern attitudes and their following of fashion trends, propelled by the rapid growth of social media.

Active lifestyles support sales

The rising demand for athleisure designer apparel and footwear is also positively driven by active lifestyles in line with improved health awareness among local consumers in China, with interest in fitness strongly encouraged by the government. Over the forecast period, athleisure is expected to continue to be fashionable within designer apparel and footwear (ready-to-wear), appropriate for a wider range of occasions.

Designer childrenswear records the strongest momentum

There is rising demand for designer childrenswear in China, supported by Chinese parents being empowered by rising purchasing power, higher disposable income, better living standards and a rising economy. Parents in China, many of whom are part of the younger generation, like to keep up to date with the newest fashion trends and spend a lot of time selecting high-end childrenswear for their children.

COMPETITIVE LANDSCAPE

Multinationals dominate, led by LVMH Fashion (Shanghai) Trading Co

Owing to first-mover advantage and established brand names, designer apparel and footwear (ready-to-wear) is dominated by international players in China, with LVMH Fashion (Shanghai) Trading Co occupying the leading position in 2017. International luxury brands, such as Armani, Hugo Boss, Burberry, Louis Vuitton, Gucci, Hermès and Fendi, are well perceived among local consumers as these brands continue to enrich their product lines and optimise distribution, thus catering to an enlarged base of local consumers with segmented needs over the review period.

Cooperation with young celebrities strongly supports existing brands

Amid intensive competition, industry players stepped up their marketing campaigns by inviting young celebrities to endorse their brands, relying on their influence to present a rejuvenated image among local consumers in China. In May 2017, Huang Xuan, a famous actor in mainland China, was invited to join in the opening ceremony for Dior Homme’s new flagship store in Shanghai.

Files are delivered directly into your account within a few minutes of purchase.