Round Table China Gender marketing evolving beyond traditional lines
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Apr 3, 2025 Brands are stepping beyond traditional gender lines in marketing, facing both successes and failures. The fashion industry is reshaping its approach to attract diverse demographics, with examples from Liu Wen and Lululemon. The podcast dives deep into how gender-specific sectors, like edible bird's nest, are trying to engage male consumers. Strategies are evolving as companies grapple with shifting consumer preferences, reflecting modern attitudes towards gender. The discussion raises intriguing questions about the future of gender marketing amidst changing societal perceptions.
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Arc'teryx Expansion
- Arc'teryx, initially a men's outdoor brand, expanded into the women's market.
- They used a female brand ambassador and adjusted colors and fits.
Lululemon's Men's Focus
- Lululemon, known for women's yoga apparel, has invested heavily in men's products.
- They opened their first men's store in Beijing and dedicated their Beijing flagship store's first floor to men's apparel.
Lululemon Perception
- Steve Hatherly bought Lululemon men's shorts but his brother-in-law associated the brand with women's apparel.
- This highlights the challenge brands face in changing established consumer perceptions.