China Gender-neutral Fashion Market Report 2022
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“Not everyone buys gender-neutral products for spiritual reasons, but most Chinese consumers welcome the freedom and minimalism expressed in gender-neutral trends. The ultimate feeling of comfort and relaxation is why gender-neutral products continue to rise in popularity.
Too much similarity and lack of uniqueness are the most mentioned purchase barriers, rather than conventional concerns. Brands should go beyond the gender binary, diversifying the gender-neutral style to fit more occasions and different needs. More importantly, merely “riding on a social wave” could be dangerous. Intelligent consumers are well aware of the consistency in ethical messages products and marketing activities deliver.”
– Gloria Gan, Research Analyst
This Report discusses the following key topics:
• Consumer’s changing purchasing behaviour in gender-neutral fashion
• Concepts that are associated with gender-neutral fashion from consumers’ point of view
• Business implications of the reasons for purchasing gender-neutral products
• Consumers’ concerns and the barriers to brands promoting gender-neutral fashion
• Captivating brand activities that can effectively improve consumers’ favourability
• Consumers’ attitudes towards gender-neutral fashion: the opportunities and risks
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