Women'S Love For Sports Shoes Will Affect The Direction Of Luxury Goods.

It can be seen that the major luxury brands are catching up with this trend, for example, the GUCCI launched the host style sports shoes, and the British official website price is 670 pounds.

Ms. fan, an office worker in China, remembers how much she hurt her feet after her long heeled shoes, and how her beloved sneakers saved the day when she took high heels and sneakers to work.

Ms. fan, a human resource consultant at a technology company in Beijing, said she now wears sports shoes in her office.

"I don't remember when it started, but wearing sports shoes at work has certainly become more popular in recent years."

Fan said fashion bloggers can best influence her choice of fashion sneakers. She shared these styles on WeChat accounts.

MS fan prefers to spend $200 on each pair of shoes as she becomes more comfortable wearing sneakers at work.

China consulting company Z

Report, 2018 - 2024 China footwear market

Analysis and investment forecasts confirm that the start of the earliest sports shoe craze began in 2014, and the sports style footwear and clothing market is expected to grow to 2020.

By 2020, sales of sports shoes are expected to increase.

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Image: fashion sales data for the first half of 2016-2018

Sales of luxury brand sports shoes are higher than those of high-heeled shoes.

The trend of sports shoes has begun to impact on the sales of traditional luxury brands.

In a recent report, analysts at RBC Europe, an investment bank, wrote, "the trend of leisure is benefiting from the categories of sports shoes and down garments, such as formal clothing and formal footwear."

Last year, Euromonitor pointed out that the high-end sports and leisure market is expected to surpass China's luxury market by 2020.

On luxury e-business platform OFashion, the price of luxury brand sneakers is not much different from that of traditional sports shoes.

For example, a pair of Adidas Yeezy Desert Rat 500 is priced at 3149 yuan (492.8 US dollars), Gucci's Ace embroidered sports shoes cost 3880 yuan (607.28 US dollars), Air Vapormax Off White sells for 5090 yuan (796.66 dollars), and Balenciaga's mesh shoes sports shoes can be purchased at 4980 yuan (779.39 U.S. dollars).

Although this competition may not be good news for luxury brands, it has a positive impact on the sportswear industry, allowing sports shoes to be sold at higher prices and higher product margins.

Gildo Zegna, chief executive of E rmenegildo Zegna, a luxury fashion company in Italy, attributed the rise in the price of sportswear sports shoes to their rising emotional value. "If today a product is driven by impulse and generates feelings among consumers, it is a pair of sneakers, you say a pair of people spend 100 to 700 dollars.

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Higher prices allow sports brands to share driving seats with luxury brands.

However, what is more worrying about luxury brands is a new culture of sports shoes exchange, partly driven by emotions and impulses.

Young consumers are watching the purchase of limited edition sports shoes in a way similar to the Birkin package. Many people have instant investment value and can be auctioned at a higher price.

Is a purpose to make

A more easily traded platform allows buyers to place their sneakers at auction houses, and others can buy them in real time just like exchanging stocks.

Users can get their own sports shoes portfolio and track their collection value over time and compare them with others.

Over the past two years, the platform has been established, and Stock X often exceeds the sales volume of up to $2 $2 per day - about 12000 pactions.

On Stock X, it is now possible to choose to ship to China. As the fashion network reported earlier this year, the company is expanding further to China.

It is hard to say how many crossover between sports shoes and luxury buyers, but the healthy development of these two industries is being strongly promoted by the young Millennials.

With the growth of street apparel consumption in China over other fashion industries, more and more urban clothing will enable consumers to invest in a pair of sports shoes with higher prices.

At the same time, the changing structure leads the brand to think twice about its production strategy.

Paul Andrew, creative director of Italy brand Sa lvatore F erragamo, told an interview with W magazine: "now people are wearing a lot of sports shoes, and the structure of their feet has changed.

Italy shoe makers often use castings 30 years ago, but today's feet have become more dispersed.

"Now, he added a pad made of foam with memory to all his shoes.

It can be seen that the major luxury brands are catching up with this trend, for example, the GUCCI launched the host style sports shoes, the British official website price is 670 pounds, or about 5900 yuan.

As people

The pursuit of leisure has become increasingly casual, footwear has also been on the leisure wind.

This trend is particularly evident in women's sports shoes sales. In 2017, sales of American sports shoes increased by 37%.

Sales of high-heeled shoes declined during the same period.

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