Gartner for Marketers Research

Insight Report September 19, 2019

Luxury China: Streetwear

Streetwear has taken the global fashion industry by storm as young luxury shoppers obsess over the most-hyped sneakers, t-shirts and hoodies. This is especially true for China’s digitally savvy millennial and Gen Z consumers. To adapt to this changing luxury landscape, heritage luxury brands are updating both their styles and digital strategies to reach younger Chinese consumers on the platforms where they are the most active. This includes venturing into new item categories like sneakers, embracing collaborations with streetwear brands, adopting the streetwear-inspired “drop” model via digital platforms, and partnering with young celebrities to maintain relevance.

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