2022
0
China Attitudes towards Street Fashion Market Report 2022
2022-12-20T03:08:05+00:00
OX1105579
3695
158741
[{"name":"Consumer Attitudes","url":"https:\/\/store.mintel.com\/industries\/consumers-trends\/consumer-attitudes"},{"name":"Fashion","url":"https:\/\/store.mintel.com\/industries\/fashion"}]
Report
en_GB
“China’s street fashion market has rapidly expanded among young consumers in recent years and has been recognised by mainstream consumption power. But people’s perceptions of street fashion are still shaped…

China Attitudes towards Street Fashion Market Report 2022

£ 3,695 (Excl.Tax)

Report Summary

“China’s street fashion market has rapidly expanded among young consumers in recent years and has been recognised by mainstream consumption power. But people’s perceptions of street fashion are still shaped more by the exterior design than the spiritual value it represents. Conveying brand philosophy and values to people and converting consumers interested in exterior design into loyal fans who recognise street fashion’s spiritual meaning may be worth brands’ attention.”
– Blair Zhang, Senior Research Analyst

Key issues covered in the Report

  • Engagement in street fashion activities
  • Consumers’ spending on street fashion products
  • Channels to learn about street fashion
  • Consumers’ perception of street fashion
  • Consumers’ reasons for interest in street fashion
  • Consumers’ attitudes towards different aspects of street fashion, including the audiences, the aesthetics, the value of street fashion brands and the localisation of street fashion

Table of Contents

  1. Overview

    • What you need to know
      • Key issues covered in the Report
        • Definition in this Report
        • Executive Summary

            • The market
              • Companies and brands
                • The consumer
                  • Street fashion is popular among young Chinese audience through touch points like variety shows
                    • Figure 1: Street fashion-related activities consumers participated in, 2022
                  • Most people have purchased street fashion products, especially the youth
                    • Figure 2: Purchased street fashion products and frequency of purchasing in the past 12 months, 2022
                  • Leverage public channels to attract potential audience and private channels to communicate with loyal fans
                    • Figure 3: Channels to know street fashion, 2022
                  • The external styling is recognised more than the spiritual meaning
                    • Figure 4: Perceptions of street fashion, 2022
                  • Consumers’ interest in street fashion primarily for exploring new things
                    • Figure 5: Reasons for interest in street fashion, 2022
                  • Attitudes towards street fashion
                    • Figure 6: Attitudes towards street fashion, 2022
                  • What we think
                  • Issues and Insights

                    • It’s important for street fashion brands to gain mass consumers and retain loyal fans
                      • The core competitiveness of street fashion brands is the product design
                      • Market Factors

                        • Street fashion going from subculture to mainstream among young people
                          • Street fashion in China
                          • What’s In?

                            • Boundary between street fashion and high fashion is blurring
                              • Figure 7: Collaboration series from Stüssy and Christian Dior, 2020
                              • Figure 8: Collaboration series from Gallery Dept. and LANVIN, 2022
                              • Figure 9: Louis Vuitton hired Virgil Abloh as its menswear designer, 2018
                            • Street fashion embraces gender-neutral as a design language
                              • Figure 10: ROARINGWILD and PUMA collaborated to launch products with gender-neutral designs, 2022
                            • Collaboration with sports brands is not a marketing panacea for street fashion brands
                              • Figure 11: Nike collaborated with Stüssy to launch a new series, 2020
                              • Figure 12: PSNY has collaborated with Air Jordan to launch co-branded shoes since 2014
                            • Urban outdoor activities may influence next street fashion trends
                              • Figure 13: The North Face’s outdoor wear, 2022
                            • Local street fashion brands open the market by addressing the demand for personalised clothing
                              • Figure 14: ROARINGWILD’s 12th-anniversary activities, 2022
                          • Street Fashion Engagement

                            • More than half of young respondents are interested in street fashion
                              • Figure 15: Interest in street fashion, 2022
                            • Leveraging touch points with extensive access to engage more audiences
                              • Figure 16: Street fashion-related activities consumers participated in, 2022
                            • High earners are more enthusiastic and involved in street fashion
                              • Figure 17: Street fashion-related activities consumers participated in, by personal monthly income, 2022
                            • Using gender-inclusive activities to build street fashion culture
                              • Figure 18: Street fashion-related activities consumers participated in, by gender, 2022
                          • Purchased Street Fashion Products

                            • Most people have purchased street fashion products
                              • Figure 19: Purchased street fashion products and frequency of purchasing in the past 12 months, 2022
                            • Young consumers spending on street fashion the most and most often
                              • Figure 20: Purchasing street fashion products once or more per month in the past 12 months, by age, 2022
                              • Figure 21: Purchased any street fashion products in the last year, by age, 2022
                            • More attention to female consumers
                              • Figure 22: Purchased street fashion products in the last year, male to female ratio, 2022
                          • Channels to Know Street Fashion

                            • Short video helps street fashion increase influence
                              • Figure 23: Channels to know street fashion, 2022
                            • Leveraging public and private traffic channels to serve different marketing purposes
                              • Figure 24: Top 5 channels to know street fashion, by following condition, 2022
                            • Street fashion brands may retain the post-80s market via short video
                              • Figure 25: Knowing street fashion through short video platforms, by generation, 2022
                          • Perception of Street Fashion

                            • Chinese consumers haven’t formed a uniform perception of street fashion
                              • Figure 26: Perception of street fashion, 2022
                            • The exterior styling is recognised more than the spiritual meaning
                              • Figure 27: Selected perception of street fashion in terms of exterior style and spiritual meaning, 2022
                            • Young followers say it’s hard to define street fashion
                              • Figure 28: Perception of street fashion – street fashion cannot be defined, by age, 2022
                            • Leveraging artistic concepts to attract potential audiences
                              • Figure 29: Top 3 perceptions of street fashion, by following condition, 2022
                          • Reasons for Interest in Street Fashion

                            • Consumers’ interest in street fashion primarily for exploring new things
                              • Figure 30: Reasons for interest in street fashion, 2022
                            • Brands should emphasise their spiritual connotations
                              • Figure 31: Top 3 reasons for interest in street fashion, by following condition, 2022
                            • Apply representative street fashion elements when co-branding
                              • Figure 32: Reasons for interest in street fashion, CHAID analysis, 2022
                          • Attitudes towards Street Fashion

                            • Street fashion provides people with a sense of freedom
                              • Figure 33: Attitudes towards the target audience of street fashion, by gender and by monthly personal income, 2022
                            • Maintaining unique aesthetics is essential to street fashion
                              • Figure 34: Attitudes towards the aesthetics of street fashion brands, by age, 2022
                              • Figure 35: Attitudes towards the value of street fashion brands, by monthly personal income, 2022
                            • Consumers expect to see more localised street fashion
                              • Figure 36: Attitudes towards the localisation of street fashion, 2022
                          • Appendix – Methodology and Abbreviations

                            • Methodology
                              • CHAID Analysis
                                • Abbreviations

                                About the report

                                This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

                                Market

                                Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

                                Consumer

                                Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

                                Brand/Company

                                Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

                                Data

                                Market reports provide appendices of data to support the research and insight produced. Our databooks* are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

                                *databooks not available with UK B2B Industry reports.

                                Below is a sample report, understand what you are buying.

                                Click to show report
                                2024 Sample Consumer Cover

                                Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Our reports are available to download in PDF and PPT formats.

                                Trusted by companies. Big and small.

                                Want to speak to us directly?

                                Contact us with your enquiry and our expert global team can help.

                                Get in touch