The founder shared insights about the Chinese designer label’s growing pains and the overlooked menswear market ahead of the spring 2024 edition of Labelhood during Shanghai Fashion Week.
, the city’s fashion retailer and emerging Chinese designer support scheme, is gearing up for its spring 2024 edition, during which it will present 20 shows, a series of talks and exhibitions and pop-up initiatives during
“After some market research, we realized that menswear is still in its early stages of development,” said Liu.-S and Assemble by Réel, and our store Labelhood Men, are the only few that come to mind. The reality is, fashion boutiques inwant less purely menswear labels because Chinese men are less receptive to trying new things than female shoppers,” she concluded.
“We realized that most designer labels represent the identity of the Chinese south, which means they are at a disadvantage in colder markets up north and their supply chain, their familiarity with fabrics and what it means to have a market-friendly product means up north,” said Liu. “This is what I mean by commercialization. A brand has to have the agility to correct course when they enter new markets.
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