Sportswear giant Adidas has yet again proved its mettle by becoming the ‘most relevant’ brand in China! The retailer is way ahead than other brands like Zara, Nike, Uniqlo and H&M as far as popularity amongst Gen-Y and Gen-Z in China is concerned. This was revealed in a recent survey done by RTG Consulting Group, which studied 4,000 of China’s Gen-Y, popularly called the ‘Millennials’, born between 1980 and 2000, and Gen-Z, the group born since just before the start of the millennium.
The index also indicated that fashion brands are more significant for Gen-Z and as far as Gen-Y is concerned, technology is the major pull for them.
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In the list of most relevant fashion brands, Zara stood second, just after Adidas for Gen-Y, followed by Nike, Uniqlo, and H&M. As far as Gen-Z is concerned, Nike stood 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. It certainly goes to show how if brands do not pay attention to how the fast the market landscape can change, they risk not being relevant to today’s consumers,” said Angelito Tan Jr. Chief Executive of RTG Consulting Group.
