#Digital Marketing China #Fashion #Fashion Brands in China #Fashion trends #Social Media China

New sportswear fashion trend in China

Last modified: December 5, 2016

One of the latest trends in China is to wear sport clothes outside the gym

Some recent Bloomberg and fashionista.com studies showed that wearing sport clothes outside of the gym is going viral in China. Chinese consumers not only wear these clothes in the gym but also at work or while shopping.

Renown sportswear brands such as Nike and Adidas are benefiting from this new fashion.

Chinese’s president Xi Jinping is currently focusing on erasing corruption among the government, it includes prohibiting the consumption of luxury goods by the Chinese officials. The Chinese consumers followed this trend and turned to foreign brands instead.

Reports indicate that fitness industry is rapidly growing in China, by about 84% with the opening of 3000 new gym facilities around the country.
 This growth fostered the interest for sporting goods. Nike’s and Adidas’ expansion in China were significant throughout the last year; Nike’s sales rose from 27% to 35% between September 2015 and April 2016. As for Adidas, the company witnessed a drastic sales increase of 38% to $2.97 billion during 2015.

A New trend

addidas-china

However, this new foreign sportswear trend is having a direct impact on domestic sales and Chinese luxury retailers as both reported decelerating sales. Chinese people are not really willing to get into trouble with the government.

This very same trend has also hit overseas market, especially in the U.S where Sport’s Authorities had to declare bankruptcy as they were unable to fulfill their customers increasing needs in sport goods. Sportswear companies have to re-adapt their strategy to this recent fashion if they wish to remain in the game.

Fashion logos

Let's Discuss Your Project?

We are the Most Visible Digital Agency in China

Contact us

Latest China Marketing News

How Luxury Brands Reach Chinese Millennials with Digital

Chinese digital transformation is a buzzword. Luxury brands that are present on the Chinese market are not waiting for you to go digital in China. They are looking for a purpose and a reading grid of…

Read More >

What is The New “Popular” Model for Luxury Brands in China?

Just ten years ago, luxury fashion was a space for the primarily white elite. Front row seats at fashion shows were for legacy publication editors; advertising space featured impossibly thin, white models; and stores were for…

Read More >

How to Sell your Luxury Products Online in China

Chinese consumers, biggest luxury good spenders Chinese are known to be big spenders and buyers of luxury products. Consumers of these luxury products come in all ages, all shapes and sizes, all regions in China. Though,…

Read More >

Top 5 Online Fashion Magazine in China

One sure thing, China is on the road to becoming the largest fashion market in the world. She shows the brands a true fashion passion which made China their second home. China attracts international designers and…

Read More >

How Can Fashion Brands Benefit From The O2O Strategy in China?

What are the options a fashion brand must consider for a winning O2O strategy? Fashion brands don’t have to be afraid of O2O operations. Today fashion consumers are looking for experiences. Then, if brands want to…

Read More >

Short Video Marketing, The Best Tool for Branding in China

Short videos are an industry in China. They are an industry that has grown rapidly thanks to the popularity of smartphones and improved communication networks. Yixia Technology, owner of Miaopai and Xiaokaxiu, are popular video applications…

Read More >

3 thoughts on “New sportswear fashion trend in China”

  1. Pingback: The Guide to Market a Sportswear Brand in China - Marketing China

  2. This new foreign sportswear trend is having a direct impact on domestic sales and Chinese luxury retailers as both reported decelerating sales. I think this is the best type of fashion.

Leave a Comment

Your email address will not be published. Required fields are marked *