07
Jan
2013

Middle class Chinese men; the darlings of 2013?

Men in China have always been the main source of revenue within the luxury sector here, whether they are buying for themselves, purchasing gifts for business associates, or using their credit cards to buy for the women in their lives. Chinese men have also been keen to take care of themselves, and this trend appears to be a growing. One only needs to watch men of all ages, but particularly those who are mid twenties and thirty somethings in the gym applying moisturiser and other cosmetic products, to see that appearance is important.

With the growing middle class has come a culture of improved dress, and greater sophistication particularly among men. Walking around the malls over the past few weeks, I have seen young guys with or without their girlfriends laden with new clothing, and very few appear to be forced to shop by a woman, and are doing it because they want to.

For these men, fancy cars and expensive watches would be nice, but perhaps they are just too expensive for them at the moment. So, what can they do to demonstrate individuality and taste; by dressing well, and looking confident. In 2013, we can expect to see a growth in this area, which will bring with it a demand for accessories that can be used as part of an individual touch. Luxury brands here have already started to add additional lines to their range, specifically for this consumer group. Woman in China has had these choices for some time, but expect to see more demand and a greater emphasis on giving these young male individuals what they want. A unique look for 2013.

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