Post-Streetwear Boom, Who Can Win China’s Menswear Market?

Summary: Selling men's clothes in China is getting tough. Instead of buying fancy outfits from local designers, Chinese men are choosing comfortable, outdoor sports gear. Brands like Arcteryx, Salomon, and Lululemon are so popular they are called the "three treasures" of the middle class.

Because selling men's fashion is hard and doesn't make much money, many Chinese brands are switching to making women's clothes just to survive. Men in China care a lot about how useful and comfortable their clothes are. Foreign brands still want to sell to Chinese men because the market is huge, but they have to learn what men in different cities actually like to wear.

For more details, see rssapp-vogue-com at vogue.com/article/post-streetwear-boom-who-can-win-chinas-menswear-market (opens in new tab)