APAC stands for almost 37% of the global personal luxury market -- larger than both US (24%) and 欧洲an market (28%). 主要的亚洲时尚365bet包括中国大陆、日本、韩国、台湾和香港. 而中国在规模上领先365bet, 对所有品牌来说，这可能不是最简单、最合适的切入点. 周边365bet和电子商务可能是第一步.

趋势细分是休闲服装、运动休闲和有影响力的品牌

运动休闲休闲的休闲化与发展

几乎在任何场合都穿休闲但时尚的衣服变得越来越普遍, 预计这一趋势还将继续增长. 休闲和时尚的街头时尚和运动休闲服装, 喜欢运动鞋, 瑜伽裤和瑜伽t恤在亚太地区消费者中很受欢迎. 其中一个大赢家是露露柠檬(Lululemon)，其销售额同比增长24%，主要来自亚洲365bet. 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, 粉丝群，与当地顾客互动.

网红引领时尚潮流，提升KOL品牌

时尚品牌通过与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 中国, Irene Kim from Korea, Kerina Hsueh from 台湾, Yivy Yusof from 马来西亚. 365bet品牌可以考虑与当地kol合作.g.，跨界收集和营销，作为提高本地知名度的一步.

可持续时尚——即使不是必须的，也很好

With increasing awareness of environmental issues, people are more aware of fashion 可持续性. Fashion business in Asia is stepping forward in green campaigns and business with increasing consumers engagement, e.g., H&M服装回收和服装租赁. 二手商店略有增加. 由于在这方面的整体意识落后于365bet, 可持续性 is a plus in a brand/business but not a must in consumers’ purchase decision.

平价奢侈品和scandi潮流的出现仍在继续  

不断增长的平价奢侈品和高端品牌

The fashion market was segmented into top international luxury and fast fashion with key players such as, Zara, 芒果, 亚洲的Forever 21. 然而, 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, 设计, 和质量.

本土品牌的出现和跨界合作

民族自豪感正在推动消费者，尤其是Z世代，支持国产品牌. More local brands arise with deeper understanding of local consumers behaviors and preferences e.g., 来自中国的李宁, 优衣库和日本的城市研究, 温柔的怪物和韩国的安达尔, 来自新加坡的鲣鱼. International brands entered collaboration with local brands to cater for consumer nostalgia. 例如H&M x TOGA, Marimekko x Uniqlo, Puma x Randomevent.

斯堪的纳维亚品牌的增加

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. 与H&M being the leader in fast fashion, other notable Scandinavian brands include Acne Studios, Ganni, J.Lindeberg, COS, Daniel Wellington, Fjällräven和Happy Socks. 更多的斯堪的纳维亚小众品牌出现在概念店和当地电子商务渠道. 据天猫报道，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.

有可选的分销渠道

亚洲零售365bet非常活跃. 而电子商务提供了便利和崛起, tradition retail is still common as physical stores act as hubs of discovery and experience. 展望亚洲，一个 混合动力概念 一个推荐的商业模式是从线下捕捉流量到线上，反之亦然.

线下时尚零售

传统购物目的地.g.，百货公司，多品牌 & 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.
  • 多品牌时尚店是指提供多种时尚品牌的零售商. 在他们中间, 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，但在亚洲却不是这样. 品牌店在消费者眼中是一个可信的渠道，建立信任. 商店不仅是销售渠道, 同时也传达了品牌形象和品牌理念.

网上购物的兴起

根据Forrester的数据，亚太地区的在线零售额估计为2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或品牌官方网站, 而中国的消费者, 韩国和日本使用自己的本地365bet, 比如天猫, JD.com, SGG, Coupang和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.

展望未来

抓住亚洲365bet的巨大潜力并不容易. 品牌企业应采取循序渐进的方法，建立亚太地区战略. 在进入365bet之前，请考虑以下主要建议:

  • 仔细选择一个365bet作为起点: 而中国在365bet规模和数量上处于领先地位, brands should not underestimate the surrounding markets which are interconnected and influence each other on trends. 品牌s 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标识: 消费者正在寻找使品牌与众不同的独特性. Connecting with consumers emotionally with a well-structured narrative and strong visual elements has become ever more important. 建议品牌努力建立和传播自己的风格.
  • 适应混合零售理念: 与此同时，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. 网上存在是一个发现和比较的地方. 因此，强烈建议使用混合模型. 线下业务可能会出现在店中店或小品牌的弹出窗口中.
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* 主要适用于主要365beti.e. 中国，香港，台湾，日本，韩国，新加坡