Comfort: How Chinese Consumers Reinvent Fashion with Sneakers and Runners

A delicate white lace dress with a pair of Li-Ning runners. A flowery outfit with large black BALENCIAGA sneakers. A cargo pants with a pair of thin 耐克 runners. This is the type of outfit you can find in the Chinese subway today, from Beijing to Shanghai.

But I couldn’t start this newsletter without telling you the big news. After years of working as a consultant in different agencies, I decided to launch my own agency: Reverse Group . A new-age agency specializing in luxury, fashion, lifestyle, and influence for the Chinese market. A new chapter that brought me back to China for the past weeks.

And when I was in China a couple of days ago, this fashion trend was everywhere on the streets.

From a fashion perspective, it could be a “fashion faux pas” in France but a hot style right now in China. From a marketing perspective, it shows how content on social media from Western brands has trouble engaging with the current lifestyle and trends.

This quest for comfort, this current consumer trend explains the majority of sub-trends such as the “French Girl Style” or the “Gorpcore”.

And this is the conversation and reflection I want to share with you today.

Let’s dive in!

?

Fun Fact on Why the “French Girl Style” is Viral on Xiaohongshu

On the fashion and lifestyle social media 小红书 , often compared to Instagram and Pinterest, the “French Girl Style” (法式女孩风) is winning the hearts of Chinese netizens. Since 2022, the related hashtag reached over 1.72 billion views on Little Red Book.

When you talk with Chinese influencers and netizens about this trend, their answer makes sense in the quest for comfort. They like the French retro looks “because they can achieve a careless feel and delicate balance between formal and casual”. Yes, a careless style.

Feminity is reinvented in the Chinese wardrobe (the French person I am has trouble matching cute dresses with big shoes). I can wear it with white sneakers but with large runners… I’m not there yet.

The key component of the new consumer trends in China is this consideration of feminity as an attitude, not an outfit.

With this whole new conception, Chinese consumers can mix and match. They mix brands, styles, colors, and items. They reinvent their own style based on what they want to wear today, no matter what others would expect from them.

Comfort is a quest, careless in an attitude.

?

The Success of Runners and Sneakers in All Types of Outfits

When you read the news about China, the fitness frenzy is the sole explanation behind the success of runners and sneakers. Yes, Chinese people practice more and more sports, remaining always active. But does it explain the +30% increase in athletic footwear in less than 5 years? Not really.

The fitness growth is not the key reason behind the high sales of sneakers and runners. They sell more because they are not considered athletic shoes, they are everyday shoes. ?

?

In 2023, the Athletic Footwear segment in China is estimated to generate $12.24 billion USD of annual revenue. The projected CAGR is around 6.75% from 2023 to 2028.

The quest for comfort in everyday life increased the average number of sneakers/runners per consumer. The local retail stores are progressively removing high heels, boots, sandals, pumps, and knee boots to propose a more creative and larger assortment of sneakers.

It’s time for fashion and apparel brands to re-think their marketing campaign and content.

It’s time to listen to local consumers for new appealing content.

And some brands already understood the assignment.

?

4 Favorite Brands of Chinese Consumers on the Streets

Li Ning. The Chinese sportswear brand is taking over the market shares of Nike and Adidas in China. When you walk in the Chinese streets, no matter where you look, you will always find someone with Li-Ning shoes, cap, jacket, or bag. The minimalist design and clashing colors of their runners and sneakers are highly appreciated by Chinese consumers. Today, local netizens consider Li-Ning shoes as the most comfortable and stylish, from retro to cutting-edge styles such as the Feidian, Furious Rider, and Roam. ?

Fila. The Italian sportswear brand made a great comeback on the global stage. And even more in China. In Beijing, Shanghai, and Shenzhen, their offline stores are among the most impressive and entertaining in the whole industry. Chinese consumers were rushing inside to try several comfortable and stylish models such as the Axilus, Speedserve, Ray Tracer, and Drifter.

Crocs. The American brand is the best synonym for comfort. Chinese consumers know it well and walk the streets with Crocs on their feet, no matter their outfits. Their success lies in the high comfort, the unique colors and ways of customization, and the endorsement by Chinese celebrities, influencers, and internet idols. Their collection “Born a King” met a strong success, a collaboration with Xiao Qiao, Cai Wenji, and Sun Wukong in Honor of Kings.

Balenciaga. Whether on the streets or on social media, the luxury brand is everywhere. The Track Sneaker and the Triple S are the “must-have” shoes in the Chinese wardrobe. From the local consumer perspective, these sneakers can twist any look, bringing a new cutting-edge, and disruptive vibe to their style. On Xiaohongshu, outfits with fancy and elegant dresses with these sneakers are spreading.

?

The market is different, the consumer is different, and the local taste is different. All the #fashion and #luxury brands that understand the local habits, preferences, and tastes are the ones building their success daily. If you should only remember one thing from this newsletter: the apparel and the shoes are separate entities in the consumer’s mind.?

The apparel is made for expression, identity, and style pleasure.

The shoes are made for comfort, difference, and careless style.

To all CEOs, Marketing Directors, Digital Managers, Content Creators, you need to propose new creative content on #socialmedia to enable Chinese consumers to engage with your brand. If you promote a dress or a fancy outfit with high heels or sandals, you may lose your audience. If you adapt, change, and evolve with your audience incorporating sneakers and runners, you create an emotional connection.

You just need the sparkle to make your brand shine in China.

TO GO FURTHER

• Xiaohongshu: The Modern Dictionary for Everyday Needs
• Je T'aime: 'French Girl Style' Wins Hearts in China
• Li-Ning Case Study