The menswear market in China is a complex and evolving landscape, with a mix of local and international brands vying for attention. The post-streetwear era has seen a shift towards leisurewear and gorpcore, with brands like Arcteryx, Salomon, and Lululemon dominating the market. This has left local menswear labels struggling to compete, as male consumers opt for more practical and well-known global brands. However, there are opportunities for those who can adapt and innovate. Here's a breakdown of the current situation and some strategies for success.
The Current Landscape
The menswear scene in China is dominated by European brands like Our Legacy, which makes it tough for local labels to break through. The rise of streetwear has also shifted the focus to leisurewear and outdoor brands, with the trifecta of Arcteryx, Salomon, and Lululemon becoming known as the "three treasures" of China's middle class. This has left local menswear brands struggling to find their place.
Local Labels and the Challenge of Menswear
Local labels are not the only ones facing challenges. For global brands, smaller, fashion-forward names can struggle to find opportunity in China, as male shoppers stay committed to more practical items. This is especially true for traditional menswear lines, which often have a low ROI and are overshadowed by womenswear and sportswear.
The Shift Towards Womenswear
Many Chinese brands have shifted towards womenswear to survive, as Chinese men tend to focus on professional sportswear brands for their clothing. This has led to a blurring of the lines between menswear and womenswear, with brands like 8ON8 launching womenswear lines to better serve their female customers.
The Rise of Sportswear
On the other hand, sportswear is thriving in China, with domestic brands like Anta and Bosideng posting record revenues. Menswear designers like Kim Jones have been hired to lead sub-brands, and sportswear is becoming a key focus for many brands.
The Role of Multi-Brand Boutiques
Multi-brand boutiques like Element have built a loyal male following by stocking a range of international brands, including Japanese designers and outdoor-lifestyle labels. These stores focus on practicality, texture, and comfort, and have a strong male customer base.
Strategies for Success
To win more male attention, brands should invest in activations that share insight from behind the scenes, not just runway shows. Male consumers are more like brand disciples and want to hear the ideas and beliefs of the brand. This can include detailed information on brand concept, fabric, and silhouette.
For local labels, there is an opportunity to become the only option in a market with less competition. Brands with a strong point of view and a focus on menswear can thrive, as can those who collaborate with big retailers or enter the market through collaborations.
The Importance of Understanding the Market
However, without a strong grasp of the local market, global brands can struggle to gain traction. China is not a monolithic market, and brands need to understand the national conditions and market dynamics of each city. This includes considering the environment, climate, and food, as well as the different lifestyles and consumption views of residents.
In conclusion, the menswear market in China is a challenging but exciting landscape, with opportunities for both local and international brands. By adapting to the market, focusing on menswear, and understanding the local dynamics, brands can find success in this dynamic and growing market.
