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WeChat Streetwear Benchmark Report 2021

ChatLabs x Jing Daily

China has seen a remarkable economic recovery from the Covid-19 crisis, and streetwear was not left behind. The fashion industry in China as a whole is approximately $331 billion as of 2021, and Statista estimates it will grow to over $454 billion by 2025. Often at the intersection of luxury and activewear, streetwear has seen a notable increase in interest in the past four years. This rise has been especially influenced by reality shows The Rap of China and Street Dance of China, debuting in 2017 and 2018. Gartner reports that the average daily Baidu index for streetwear-branded terms has seen a year-on-year growth of 12 percent, compared to 5 and 6 percent for activewear and fashion terms. And Tmall reported that streetwear grew at a 60 percent higher rate than other clothing categories. This success has been reflected in several streetwear collaborations, including Off-White x Amorepacific and EU x Longchamp, both earlier this year.

Statista expects that 55 percent of the total market revenue for fashion will be from online sales by 2023. Moreover, in their 2019 Streetwear Impact Report, Hypebeast and PwC noted that social media was one of the top two sources of inspiration for consumers, underscoring the importance of platforms like WeChat for connecting with Chinese audiences.

Some brands featured in this WeChat report:

Converse, Vans, North Face, Jordan, HIPANDA, WASSUP, Stussy, Off-White, Stadium Goods, TeamWang, SMFK, MATNUT, Off-White, Stadium Goods, Flystreetwear, Palace, Stone Island, Stone Island, RandomEvent

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