Sportswear giant Adidas China has become the “most relevant” brand on the mainland, according to a new survey.
RTG Consulting Group surveyed 4000 Gen-Y (“millennials”, born between 1980 and 2000) as well as Gen-Z, the following generation, in China.
It found that fashion brands are more significant for Gen-Z, while technology is a major pull for Gen-Y.
In the list of relevant fashion brands, Zara was second to Adidas for Gen-Y, followed by Nike, Uniqlo and H&M. For Gen-Z, Nike came in second followed by Uniqlo, Zara and Converse.
“The results were surprising as there were a number of brands we did not expect to see ranked in the top 10, and some we were even more surprised did not rank at all,” says RTG chief executive Angelito Tan Jr. “It certainly goes to show that if brands do not pay attention to how the fast the market landscape can change, they risk losing relevancy.”