What's new with the sports fashion industry in China? Now at $45 billion US annually, it continues to expand and grow. Everyone is getting into the game, including luxury brands. Gucci, Prada, and LV are all getting into street fashion to attract younger targets. And with the strength of local brands, will market leaders Nike and Adidas weather the storm?
We are talking to Gavin Lum, who's spent the last 14 years in China working for leading agencies and brands, all dedicated to the sports industry. Gavin previously worked at the agency Weiden + Kennedy before moving to a career at Adidas. He currently serves as Digital Brand Director at Lululemon China, based in Shanghai.
1. What got you into the sports fashion industry?
2. Why is the luxury industry getting into the sports game?
3. How has the industry been impacted by Covid-19? There are 2 sides...
4. What's with sports apps like KEEP? Do they have global ambitions?
5. Gamification of sport and the importance of social media
6. What's the reason for the rise in local brands? Will the big boys survive?
7. But there are still opportunities for niche brands...
8. How do you balance sports and fashion? Is performance still necessary?
9. A/B Test: Laksa, Tokyo & Lululemon!
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