The Chinese menswear market is a complex and dynamic landscape, with a mix of local and international brands vying for attention. After the post-streetwear boom, the focus has shifted to leisurewear and gorpcore, with brands like Arcteryx, Salomon, and Lululemon dominating the market. This shift has left many local menswear labels struggling to compete, as male consumers increasingly opt for practical, sports-focused items over fashion-forward pieces. However, there are opportunities for those who can navigate the market effectively.
One challenge for local brands is the low ROI on menswear, leading many to shift their focus to womenswear or emphasize function and performance. This is particularly evident in the case of 8ON8, which initially focused on menswear but has now shifted to womenswear, where it has seen more success in China. This shift is not unique to 8ON8, as other brands like Shushu/Tong and Jacques Wei have also dipped their toes into the menswear market, but experts believe it will take time for meaningful changes to take hold.
The lack of boundary-pushing menswear in China presents an opportunity for designers with a strong point of view. Brands like Untitlab and Structura are known for their bold and innovative designs, and they are gaining traction in the market. Additionally, local sportswear brands are benefiting from the shift in consumer preferences, with Anta and Bosideng posting strong revenues and expanding their menswear offerings.
For global brands, success in China requires a strong understanding of the local market and a flexible approach. Element, a menswear-focused boutique, has built a loyal male following by stocking a range of international brands and focusing on practicality and comfort. The French Menswear Federation has also made a strategic move into Shanghai, hoping to help French designers grow their businesses in the Chinese market.
However, treating China as a single market can be a mistake. The country's diverse cities have different environments, climates, and food cultures, which can impact consumer habits. Therefore, brands need to be prepared to adapt their strategies and be open to collaborations or partnerships with local retailers to succeed in the Chinese menswear market.
