The sneaker boom has rose concern among luxury footwear brand. However, a recent report by K11 shows fashion houses can still capture their slice of the market with designs geared at younger, style-savvy consumers in China.
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Greatest trend arising and where the future seems to hold great hope for are high-heeled sneakers for men.
The K11 Chinese Millennial Taskforce recently released a report entitled “8 Things You Need to Know if You Want to Succeed in China’s Shoe Market”.
The paper provides insight into how China’s BAT Generation – a name for the post-80s and 90s-born Chinese consumers who grew up buying from China’s big three online sellers, Baidu, Alibaba, and Tencent – are approaching their footwear purchases.
SEE ALSO : Luxury shoes are never enough for Chinese consumers
The rise of the platform sneaker was the unexpected finding of the survey and data shows fashion houses can still thrive if they focus on some particular characteristics.