The Boundaries Of Sex Become Increasingly Blurred. What Opportunities Does This Bring To The Brand?

The global rise of gender mobility suggests that consumers are increasingly eager to go beyond the absolute definition of gender.

Led by independent Chinese designers such as Feng Wang Wang, Sankuanz and AngelChen, this new trend is defined as a new symbol of the fashion industry.

Today, absolute patriarchal or passive female images can be replaced by new roles: sensitive men or strong women.

This led to the birth of the "magical father", which is intended to portray attractive and thoughtful fathers.

These new concepts have broken the rules and regulations of traditional society, but what does this mean from a commercial perspective?

For example, once absolutely male or female products become sexed.

Fashion marketing can get rid of the single description of women and men and reflect different styles.

For example, Li Jiaqi, a male makeup blogger with 1 million 610 thousand fans on micro-blog, is a representative figure.

His mantra "OMG" attracted the popularity of female audiences. Many fans followed his hot comments on brands such as Dior and Armani.

It is worth noting that his recent short film about RougePur Couture Slim MatteLipstick of YSL has been popular in vibrato, and the number of viewers has exceeded 1 million.

Many people found that products were sold out when trying to buy in retail stores.

His female fans comment on his lipstick make-up, and how his make-up advice is more interesting than his female bloggers.

In the current world dominated by social media, men's attitudes towards makeup are becoming more and more open.

In late February, Chanel launched the first men's cosmetics series on WeChat, called Boy deChanel.

The product released by Korean actor Li Dongxu, entitled "Only be yourself", has received more than 65000 viewing times.

For female consumers, white valentine's day has become a new holiday for their boyfriends.

This festival has been very popular in Korea and Japan, and is likely to become the marketing focus of the brand. This consumption trend also comes from the change of gender concept.

Recently, Nike's WeChat content in February and March has also attracted a lot of attention, attracting many friends circle forwarding.

Recently, a micro-blog post focused on those leading female athletes who have attracted over 100 thousand of their views. The video tribute to Tennis Masters Li Na and top Chinese basketball player Shao Ting.

As fitness has become the trend of modern lifestyles around the world, excellent athletic ability is no longer male dominated.

As consumers treat gender boundaries in a more open way, we believe that product categories and marketing can be expanded in the future.

Innovative brands can consider recommending the right whiskey for women who have the ability to consume, or selling household products for "fantastic dad", and resonating with the shoppers in a novel way.