In 2022, the global gender-neutral clothing market is expected to experience significant growth, reaching a multimillion USD value by 2028 and this trend can be seen in China as well.
The rise of the unisex clothing trend in China can be attributed to the increasing public attention on gender equality. This shift in gender concepts, particularly among Generation Z, has led to a departure from traditional binary models, resulting in the emergence of gender-neutral fashion in the consumer landscape. Key lifestyle trends in 2021, as identified by Xiaohongshu, included “Genderless Dressing,” signaling the growing popularity of this fashion movement.
Data from JD.com, a prominent Chinese e-commerce platform, reveals a significant increase in online shopping transactions for both men’s and women’s clothing among Generation Z. Since 2021, the transaction volume of online shopping for men’s and women’s clothing for Generation Z has increased by 4.3 times year-on-year, and the transaction volume of oversized fitted clothing has increased by 1.5 times year-on-year.
Case Study: “Bosie” and the new entrant “Beaster” in the Chinese genderless fashion market
China’s unisex fashion brand ‘Bosie’(伯喜) made its first appearance in 2018, aiming to provide ready-to-wear for all gender identities, age groups, and social statuses to express their unique personalities. This edgy brand positioning successfully won over consumers’ hearts, enabling Bosie to make its name in the clothing industry. They have garnered over 2.4 million views on Xiaohongshu as of 28 January and witnessed stable growth in sales of 200% in three conservative years, exceeding 700 million RMB (84.4 million USD) in 2021.
With the emergence of Beaster (小恶魔鬼) as a top competitor in the market, Bosie faces competition from a brand that positions itself as relatively cheaper and more cost-effective. Despite Beaster’s lower price point, Bosie aims to maintain its position by emphasizing its exclusivity and appeal as a designer brand. By striking a balance between cost-effectiveness and exclusivity, Bosie seeks to retain its competitive edge and continue attracting consumers seeking quality and uniqueness in their fashion choices.
In addition to its inclusive and diverse approach, Bosie’s success can also be attributed to its incorporation of gender-neutral designs that often exude a futuristic aesthetic. By embracing styles that go beyond traditional gender norms, Bosie’s clothing collections resonate with the forward-thinking and progressive mindset of its target consumers, particularly the Generation Z demographic. The brand’s emphasis on futuristic elements and cutting-edge fashion allows individuals to express their unique personalities while challenging conventional fashion boundaries. This fusion of gender-neutral designs with a futuristic touch further solidifies Bosie’s position as a trendsetter in the evolving landscape of unisex fashion in China.
What we can learn from Bosie’s marketing strategy
Bosie’s marketing strategy in the Chinese genderless fashion market is centered around embracing inclusivity and adaptability to cater to the dynamic preferences of Generation Z. Recognizing that Gen Z individuals do not adhere to a singular style and frequently change their outfits based on their moods, Bosie has responded by creating a diverse array of collections, each boasting gender-neutral designs. This approach allows the brand to resonate with a wide range of aesthetics and emotional factors, including futuristic, cyberpunk, minimalist, and more, effectively appealing to the ever-evolving tastes of its target audience.
A key aspect of Bosie’s successful marketing strategy is its strategic IP collaborations. Since its inception, the brand has consistently partnered with classic cartoon characters such as The Little Prince, Natsume’s Book of Friends, Doraemon, and Toy Story. These shrewd collaborations evoke a sense of nostalgia among consumers, particularly those from the post-80s, 90s, and 00s generations, aligning perfectly with Bosie’s target consumer groups. By leveraging the emotional connection that consumers have with these beloved characters, Bosie effectively taps into positive sentiments and fosters a deeper relationship with its customers.
Through a well-coordinated online presence on Weibo, Xiaohongshu, and Douyin, Bosie maximizes its exposure to the target audience, establishes itself as a trendsetter in genderless fashion, and solidifies its position as a sought-after brand in the Chinese market. Overall, Bosie’s marketing strategy showcases a forward-thinking approach that places emphasis on diversity, innovation, and emotional engagement with consumers.
Chinese genderless fashion trend on Xiaohongshu
Chinese genderless fashion is becoming increasingly popular and accepted. Data collected from over 100 million influencers in both 2022 and 2023 shows that more people are embracing their individuality by choosing clothing styles that break away from traditional gender norms. The posts with highest engagement rate touched upon topics like “micro-chubby dressing,” “gender-neutral dressing,” “petite dressing,” and “pear-shaped body”. The keywords such as “confidence” and “happiness” have also been linked to the topics, reflecting the positive and self-affirming nature of the trend.
“Gender-neutral” clothing, commonly referred to as “unisex” or “boyish” styles, has become popular in the fashion industry, and women, in particular, have shown a higher level of interest in consuming gender-neutral clothing. According to CBNData’s report, the market for gender-neutral styles in trendy brands has experienced a remarkable growth of 341% in recent years, which is 2.5 times that of the overall clothing market. Among these consumers, women’s interest in gender-neutral clothing has grown by 468%, which is twice the growth rate of men’s interest.
Moreover, genderless fashion is frequently linked to sustainable and minimalist styles, characterized by simple and muted colors.
Key factors of the Chinese genderless fashion industry
Genderless fashion in China presents both opportunities and challenges for businesses looking to promote this trend in the market. One crucial aspect that businesses should be aware of is the sizing difference. China has unique sizing standards, and brands must ensure their gender-neutral clothing lines cater to the local sizing preferences to avoid alienating potential customers. Offering a wide range of sizes that fit various body types will be key to appealing to a diverse audience and maximizing sales.
Cultural differences also play a significant role in shaping consumer behavior in China. Brands entering this market should be sensitive to cultural norms and preferences, as Chinese consumers value clothing that reflects their traditions while also embracing modern trends. Crafting a thoughtful marketing strategy that balances traditional values with contemporary aesthetics will help businesses establish a strong presence and resonate with their target audience.
Moreover, sustainability and eco-consciousness are becoming increasingly important to Chinese consumers. Therefore, by prioritizing eco-friendly materials and sustainable initiatives, businesses can attract environmentally conscious consumers and bolster their brand reputation in the Chinese market.
The rise of gender-neutral fashion and Gen Z’s fashion revolution
- Online searches for “gender-neutral” and “unisex” fashion have been increasing year by year on various social media platforms.
- Brands like Bosie and Beaster have successfully tapped into Gen Z consumers’ interest in gender-fluid fashion, offering fashion items that break traditional gender norms.
- The number of searches and views for these clothing options has experienced significant growth, showcasing the growing popularity and appeal of unisex styles among women. Women have different styles of genderless fashion as well.
- For businesses entering the Chinese genderless fashion industry, catering to local sizing preferences, respecting cultural norms, and embracing sustainability will be crucial for success.
Author: Howard Lai
Read our report on the future of sustainable fashion in China
