OUTDOORS MEET ACTION
HOTTEST NEW TREND
FASHION X ACTION
CHINA’S HOTTEST NEW TREND
Whether skiing, climbing, or scuba diving, affluent Chinese consumers are becoming increasingly adventurous and willing to explore Action Outdoor activities for new experiences…
For impressive experiential content (UGC) to be shared… to show off their new hobbies and abilities… their changing lifestyles and new YES I CAN attitude.
KOL’S SETTING THE TREND
Action focused experiential UGC the new highly shared topics with first KOL’s setting the trend and Millennials & Gen Z as driving force…
Now, Chinese KOLs on social media are posting selfies and videos of themselves at the store and showing their followers how skiwear can be styled into everyday outfits… opening up an even bigger market.
ANGELABABY POSTER GIRL
Angelababy the first Chinese celebrity to show Skiing and Surfing as active leisure outdoor activities on her social media accounts.
FASHION X ACTION SPORTS COLLABS
The younger generation has shown great enthusiasm for collaborations between fashion and streetwear… now action outdoors… seeing it as a means to express their edgy, unique lifestyles… their new YES I CAN attitude.
Mixing and Matching … the Chinese consumer demand for mix and match fashion with functional gear meant for exploring the outdoors… the discovered new trend… portraying an ‘urban hiker’ style… a code for both status and identity.
Collaborations with sports and streetwear labels have enabled fashion brands to mix and match exclusivity with desirability.
The emotional responses to COVID-19 are being manifested in the shift in consumers’ consciousness and priorities to…
a) body/health… body positivity…
b) the community… social impact, community thinking… and
c) the environment… sustainability… planet-friendly products…
Skiing and snowboarding are already popular… the Beijing 2022 Olympic Winter Games is set to spark a winter sports and outdoor boom.
With Covid-19 and the Olympics as driving forces, people of all ages are looking to improve their life, their work-life balance… start to discover sustainable living… start to enjoy outdoor activities as hobbies during their leisure time…
to improve their fitness, healthy living… their overall well being and to fulfill their need for social bonding, friendship, belonging, community… to proof YES I CAN.
Action Outdoors are empowered by the demand from Millennial and Gen Z for impressive experiential content… personal hands-on experiences (DIY)… for USER GENERATED CONTENT (UGC)…
to reflect their personality… to show off their new hobbies and abilities… their changing lifestyles and to proof their new YES I CAN attitude… photos, videos, livestreaming to be shared on social media… YOU ARE WHAT YOU SHARE…
Socializing and social bonding while making experiences… with your family, friends and communities…
Products are now seen through the lens of the experience culture as a shared social experience, social statement and identity… driven by the need to be seen and belong… to “stand out”- to “fit in.”