2022
0
China Gender-neutral Fashion Market Report 2022
2022-10-01T04:04:43+01:00
OX1104927
3695
156155
[{"name":"Fashion","url":"https:\/\/store.mintel.com\/industries\/fashion"}]
Report
en_GB
“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…

China Gender-neutral Fashion Market Report 2022

£ 3,695 (Excl.Tax)

Report Summary

“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

Table of Contents

  1. Overview

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

            • The market
              • Calls for equality rise as a global trend, especially in China market
                • Figure 1: Selected key factors driving consumer behaviour around surroundings, 2021
              • Fashion brands increasingly take stands on promoting gender-neutral styles
                • Figure 2: Development of gender-neutral fashion trend, 2022
              • Changing attitude towards marriage and attractiveness of opposite sex
                • Figure 3: Marriage registration, 2011-21
              • Companies and brands
                • Sports brands incorporate ‘gender-agnostic’ lifestyles in branding
                  • Figure 4: Lululemon Lab
                • Emerging ‘woman’s strengths and confidence’ in beauty products
                  • Figure 5: Proya ‘It’s gender, not border!’ campaign, 2021 and 2022
                • Luxury brands expand gender-neutral offerings and position to lead on non-binary inclusion
                  • Figure 6: Off-White gender-neutral offerings, 2022
                  • Figure 7: Omega’s Aqua Terra, 2022
                • Retail regeneration of genderless beauty shop
                  • Figure 8: Sugi’s new unisex sub-brand Prieclat U, 2022
                • The genderless colour and removal of gender tags on voice and language
                  • Figure 9: Transparent’s Small Transparent Speaker
                  • Figure 10: Apple iOS 15 offers a gender-neutral Siri voice, 2022
                • The consumer
                  • The pursuit of ‘me’ outside the gender binary
                    • Figure 11: Purchase experience, 2022
                  • ‘Be more with less’ is the key message of gender-neutral fashion
                    • Figure 12: Definition of gender-neutral, 2022
                  • Functionality of gender-neutral fashion is recognised and considered attractive
                    • Figure 13: Buying triggers, 2022
                  • Too much similarity and lack of uniqueness are of most concern
                    • Figure 14: Concerns and barriers, 2022
                  • Responses towards gender-neutral implications in both product development and marketing are equally positive
                    • Figure 15: Perception towards brand activities, 2022
                  • Gender-neutral fashion is a way to help brands go viral
                    • Figure 16: Perception of gender-neutral trend and willingness to pay for and share, 2022
                  • Purchasing for spiritual reasons has an impact on brand preference
                    • Figure 17: Purchase preference of gender-neutral brands and brand activities – selected, by selected reasons for purchasing, 2022
                  • What we think
                  • Issues and Insights

                    • Introducing the inclusive and sustainable lifestyle value
                      • The facts
                        • The implications
                          • Figure 18: Bosie Space brick-and-mortar store in Shanghai and its services, 2021
                          • Figure 19: Eco-friendly unisex shoe brand Tread
                        • Applying cross-border integration to make gender-neutral products fun and unique
                          • The facts
                            • The implications
                              • Figure 20: Pharrell Williams x KAWS x COMME des GARÇONS collaborate on fragrance “GIRL.”
                            • Incorporating genderless elements to show the nature of gender-neutral/unisex
                              • The facts
                                • The implications
                                  • Figure 21: Yin x CASCI “The Gift From The Universe”, 2021
                              • Market Factors

                                • Calls for equality rise as a global trend, especially in China market
                                  • Figure 22: Selected key factors driving consumer behaviour around surroundings, 2021
                                • Fashion brands increasingly take stand to promote gender-neutral styles
                                  • Figure 23: Development of gender-neutral fashion trend, 2022
                                • Gender equality becomes an emphasis in early education
                                  • Figure 24: Education concept, by age, 2021
                                • Changing attitude towards marriage and attractiveness of opposite sex
                                  • Figure 25: Marriage registration, 2011-21
                              • Marketing Activities

                                • Sports brands incorporate ‘gender-agnostic’ lifestyles in branding
                                  • Figure 26: Lululemon Lab
                                  • Figure 27: Nike Style store in Seoul, featuring gender agnostic lifestyle, 2022
                                • Emerging ‘woman’s strengths and confidence’ in beauty products
                                  • Figure 28: Proya ‘It’s gender, not border!’ campaign, 2021 and 2022
                                  • Figure 29: PerfectDiary x Xianren Lu, 2021
                                • Fashion brands collaborate with celebrities/KOLs who support gender inclusivity
                                  • Figure 30: Urban Revivo x INTO1-Mika, 2021
                                  • Figure 31: UnderArmour x Weili Zhang, 2022
                              • New Product Trends

                                • Fashion brands expand gender-neutral offerings to more categories
                                  • Figure 32: Off-White gender-neutral offerings, 2022
                                • Luxury brands position to lead on non-binary inclusion
                                  • Figure 33: Omega’s Aqua Terra, 2022
                                • Retail regeneration of genderless beauty shop
                                  • Figure 34: Sugi’s new unisex sub-brand Prieclat U, 2022
                                • Transparent is a genderless colour
                                  • Figure 35: Transparent’s Small Transparent Speaker
                                • Removal of gender tags on voice and language
                                  • Figure 36: Apple iOS 15 offers gender-neutral Siri voice, 2022
                              • Purchase Experience

                                • The pursuit of ‘me’ outside the gender binary
                                  • Figure 37: Purchase experience, 2022
                                • Pursuit of free and easy lifestyle among young women
                                  • Figure 38: Purchase experience – Clothing, by gender and age, 2022
                                • Willingness to experience new concepts benefits genderless products in general
                                  • Figure 39: Purchase experience – Skincare products, by household income, 2022
                              • Description of Gender-neutral Fashion

                                • ‘Be more with less’ is the key message of gender-neutral fashion
                                  • Figure 40: Definition of gender-neutral, 2022
                                • Next potential segment of gender-neutral fashion will be the middle-aged
                                  • Figure 41: Definition of gender-neutral – Selected, by gender and age, 2022
                                • Job roles might be the key differentiator
                                  • Figure 42: Definition of gender-neutral – Selected, by employment, 2022
                              • Buying Triggers

                                • Functionality of gender-neutral fashion is recognised and considered attractive
                                  • Figure 43: Buying triggers, 2022
                                • Pursuit of gender-neutral fashion showcases the self-confidence of modern women
                                  • Figure 44: Buying triggers, by gender and age, 2022
                                • Celebrities and friends’ influences are significant among buyers
                                  • Figure 45: Buying triggers, by gender-neutral clothing buyer and non-buyer, 2022
                              • Concerns and Barriers

                                • Too much similarity and lack of uniqueness are of most concern
                                  • Figure 46: Concerns and barriers, 2022
                                • Brands should advocate ethical stance in a holistic way
                                  • Figure 47: Concerns and barriers, by gender-neutral clothing buyers and non-buyers, 2022
                                • High-income consumers have higher concerns that gender-neutral fashion is ‘not proper’ for them
                                  • Figure 48: Concerns and barriers – Selected, by household income, 2022
                              • Perception towards Brand Activities

                                • Responses towards gender-neutral implications in both product development and marketing are equally positive
                                  • Figure 49: Perception towards brand activities, 2022
                                • Collaboration could be a quick start, especially when targeting lower tier market
                                  • Figure 50: Perception towards brand activities, 2022
                                • Discussion on genderless social issues needs caution
                                  • Figure 51: Perception towards brand activities – Selected, 2022
                              • Influence of Gender-neutral Trend

                                • Gender-neutral fashion is a way to help brands go viral
                                  • Figure 52: Perception of gender-neutral trend and willingness to pay for and share, 2022
                                • Purchasing for spiritual reasons has an impact on brand preference
                                  • Figure 53: Purchase preference of gender-neutral brands and brand activities – Selected, by selected reasons for purchasing, 2022
                              • Appendix – Methodology and Abbreviations

                                • Methodology
                                  • Abbreviations

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