Casualwear damages luxury further in China

Endaba Group

Luxury labels have been further damaged in China with the growing popularity of menswear. Sportswear and basic brands such as Uniqlo, Nike and Adidas have the highest market value share for menswear in China, a market which was worth $74.9bn in 2015 and is predicted to reach $89bn by 2020. Overall slowdown in the Chinese economy has damaged the consumer confidence, alongside the government’s anti-corruption drive, and luxury brands are having to adapt to the increasingly casual male consumer; Alfred Dunhill is providing a more experiential retail offering, focusing more on casualwear products