China, a Treasure House for Luxury Sportswear Collaborations

China is getting up to a fresh trend of high end sportswear collaborations. This could be seen from the recent influx of collections for instance, Dior x Descente collection, AK Skis, POC men’s collection for skiing, Prada and Adidas’ latest collection for sailors and Jil Sander x Arc’teryx collection for outdoor way of living.

As per Jing Daily, consumers are looking for a mixture of fashion and efficiency from such sportswear collaborations. They own fewer anticipations about high-tech features and so are reluctant to get luxury sportswear because of performance issues.

Besides, product design and production, innovative marketing approaches are also the major requirements of suchChina a treasure house for high end sportswear sportswear collaborations. If done very well, these collaborations benefit both high class and sportswear makes, says Cyril Drouin, Chief e-commerce Officer, Publicis China and North Asia. Sports brands can utilize the blissful luxury and exclusive brand image, while luxury brands can have added lifestyle experience. Rogier Bikker, Founder and CEO, Tomorrow prices the Gucci x The North Encounter collaboration to be one of the better since it mixed the logos of both brands.

The rise of sportswear collaborations can also be attributed the return of fitness trend in China. Growing attractiveness of activities is improving demand for sportswear in the united states. As per the country’s four-year National Fitness Initiative by the Point out Council in 2016, China aims to boost fitness awareness and encourage persons to practice athletics at least one time a week.

The united states saw sports trend expand during 2020-end as people returned to their active lifestyles after the lockdown. As a recently available article ‘No Fitness, No Lifestyle’ states, spots like Shanghai, Tianjin, and Jiangsu Province are attracting people to work out at regional stadiums and gyms. Travel ban hasn’t halted Chinese from exploring activities within their borders. It has resulted in China’s sportswear sales a lot more than doubling from $22.9 billion (148.3 billion yuan) in 2014 to $48.9 billion (316.6 yuan) in 2019, reported Statista previous December.

Big brands can therefore test out more such collaborations without causing any damage to existing customer basic and gathering new kinds, says Patrick Gottelier, Founder and Professor, Shanghai DeTao Get better at of Apparel and Product Design.