Can the Nike Style concept store kick start a wave of genderless fashion in China?

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American sportswear giant Nike will soon bring its latest extended reality (XR), retail concept to the market Nike StyleTo Shanghai, China this autumn Genderless lifestyle apparel, footwear, and accessories for sports are the main features.

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This follows in the footsteps of Nike’s world debut of their first gender-neutral store in the Korean capital city of Seoul earlier this July, which provides visitors with a novel shopping experience that Retail therapy is combined with art installations, Augmented Reality, and a Content Studio. A background that can be customized for customers to use in creating content for social media posts has been created.

Apart from being “a remixed expression of sports retail culture that blurs the line between physical and digital”The store also aims to blur the line between male and female sportswear. An allusion to the concept of “a unique sports lifestyle for all”.

To launch the concept store in China would be a timely shrewd step by Nike given the country’s young people, mostly, post-95sIn recent years, many people have started to wear gender-neutral clothing.

This is partly due. the rising awareness of gender equality fuelled by social movements pushing for women’s and LGBTQ+ rights amongst young Chinese. Such a societal dynamic has also been reflected in the country’s fashion with “de-gendering” being one of the emerging consumer trends in China’s Gen Z demographics.

China’s gender-neutral fashion market sector was reported to have seen an increase of 340% in 2021According to a report by China’s leading business data analytics platform CBNData. The market for genderless apparel has seen women grow at twice the rate of men, with a consumption rate of 468%.

In addition, the emerging fashion trend has also been gaining traction in China’s digital space with Xiaohongshu, China’s biggest lifestyle sharing platform reporting Doubled growth in posts under the tag “gender-neutral fashion”, which is mostly driven by the young dwelling in China’s major cities including Beijing, Shanghai and Guangzhou, where people are more open to embracing new ideology regarding gender identity.

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