APAC stands for almost 37% of the global personal luxury market -- larger than both US (24%) and European market (28%). 亚洲主要的时尚日博备用网站包括中国、日本、韩国、台湾和香港. While China leading market in term of size, 对于所有品牌来说，这可能不是最简单和合适的切入点. 周边日博备用网站和电子商务可以作为第一步.

趋势细分为休闲装、运动休闲和有影响力的品牌

Casualization and growth of athleisure

在几乎所有场合穿着休闲但时尚的服装变得普遍, and this trend is expected to keep growing. 休闲和时尚的街头时尚和运动休闲服装, like sneakers, 瑜伽裤和t恤在亚太地区消费者中很受欢迎. 其中最大的赢家是露露柠檬(Lululemon)，销售额同比增长24%，主要来自亚洲日博备用网站. The company’s survey reveals that four in five APAC consumers wants to ditch work suits for casual clothing. Swedish athleisure brands should differentiate and stand out – be creative in building community, fanbase and engage with local customers.

影响者引领时尚潮流，提升KOL品牌

时尚品牌通过与网红(kol)合作实现本土化. Asian consumers are more willing than western counterparts to follow their favorite with purchase. More KOLs are leveraging their attention and affinity from followers to launch own brands, e.g., Grace Chow from China, Irene Kim from Korea, Kerina Hsueh from Taiwan, Yivy Yusof from Malaysia. 日博备用网站品牌可以考虑与当地kol合作.g.，将收集和营销交叉起来，作为提高当地意识的一步.

可持续时尚——拥有是件好事，尽管不是必须的

With increasing awareness of environmental issues, people are more aware of fashion sustainability. Fashion business in Asia is stepping forward in green campaigns and business with increasing consumers engagement, e.g., H&M Clothes Recycling and clothes rental. There is a slight rise in second-hand stores. 由于日博备用网站在这方面的整体意识落后, sustainability is a plus in a brand/business but not a must in consumers’ purchase decision.

平价奢侈品和斯堪的纳维亚潮流的出现仍在继续  

Growing Affordable Luxury and Premium Brands

The fashion market was segmented into top international luxury and fast fashion with key players such as, Zara, Mango, Forever 21 in Asia. However, the demand for affordable luxury emerges in recent years as young generation and growing middle class have an appetite for brands that balance between price, design, and quality.

本土品牌的出现和跨界合作

The national pride is propelling consumers, especially Gen Z, to support domestics brands. More local brands arise with deeper understanding of local consumers behaviors and preferences e.g., Li-Ning from China, Uniqlo and Urban Research from Japan, Gentle Monster and Andar from Korea, Love Bonito from Singapore. International brands entered collaboration with local brands to cater for consumer nostalgia. Examples are H&M x TOGA, Marimekko x Uniqlo, Puma x Randomevent.

Increased presence of Scandinavian brands

许多斯堪的纳维亚时尚品牌成功地在亚太地区建立了知名度. With H&M being the leader in fast fashion, other notable Scandinavian brands include Acne Studios, Ganni, J.林德伯格，COS，丹尼尔·威灵顿，Fjällräven和快乐袜子. 更多的斯堪的纳维亚小众品牌出现在概念店和当地的电子商务渠道. 天猫报告称，2021年，斯堪的纳维亚小众品牌的销售额增长了两倍. These brands are priced as premium brands by consumers in the region with higher expectations on quality and value.

There are optional distribution channels

Asia retail market is very dynamic. While e-commerce offers convenience and rises, tradition retail is still common as physical stores act as hubs of discovery and experience. Going forward in Asia, a hybrid concept 推荐的商业模式是否能够捕获从离线到在线的流量，反之亦然.

Offline Fashion Retail

Traditional shopping destinations e.g., departments stores, multi-brand & 概念店和品牌店是时尚的主要分销渠道.

  • Department stores are popular and convenient shopping destinations with their large selection of brands for middle to high-income class from top luxury to middle fashion.
  • 多品牌时装店是提供各种时尚品牌的零售商. Among them, there are some concept stores/selection shops sell well-curated products matching store’s special theme to appeal to specific target audience.
  • 虽然在欧洲开设品牌店可能会受到质疑，但在亚洲却并非如此. 品牌店在消费者眼中被视为可靠的渠道，建立信任. Not only does the store serve as sales channels, 但它也传递了品牌形象和品牌理念.

Raise of Online Shopping

根据Forrester的数据，亚太地区的在线零售额预计将增长2亿美元.2023年将达到5万亿美元，其中时尚是最大的类别.

亚洲消费者以移动设备为中心，尤其是Z世代. 香港和台湾的消费者已经习惯了海外购物网站.g., Farfetch, Net-a-porter or brands official websites, while consumers in China, Korea and Japan use own local marketplaces, such as Tmall, JD.com, SGG, Coupang and ZoZoTown. Swedish brands wishing to enter fashion e-commerce should pay attention to the customers behaviors and may work with local and mobile friendly platforms.

Looking beyond

抓住亚洲日博备用网站的巨大潜力并不容易. 品牌应采取循序渐进的方式，制定亚太地区战略. 在进入日博备用网站之前考虑以下关键建议:

  • Carefully select a market as a starting point: 而中国在日博备用网站规模和数量方面处于领先地位, brands should not underestimate the surrounding markets which are interconnected and influence each other on trends. Brands should plan an entry market as a testing ground according to their resources and capacity.
  • 建立和传播一个强大而独特的品牌形象; 消费者正在寻找与众不同的品牌. Connecting with consumers emotionally with a well-structured narrative and strong visual elements has become ever more important. 建议各品牌努力打造和传达其风格.
  • Adapt hybrid retail concept: 而许多品牌的线下业务正在衰退, the landscape is different in Asia where a majority of brand engagement and transaction occurs offline. 在线存在是一个发现和比较的地方. 因此，强烈建议使用混合模式. 线下可能是小品牌的店中店或弹出式商店.
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Please do not hesitate to contact us for a more in-depth discussion on your business expansion and how we could assist your company to build your APAC strategy and beyond.

* Mainly Applicable to major markets i.e. 中国，香港，台湾，日本，韩国，新加坡