The co-founder of Nowre, one of China's most influential streetwear platforms, talks about what makes the country's youth tick.
Here, Nowre’s co-founder, Peter Zhong talks with WWD about how the company got started and how his team, which has expanded from just editorial to a full digital agency, sees the future of China’s streetwear movement.It stands for “now” the present and “re” the past. We want to cover all past and present of youth culture in China with a global vision.
We started to help on strategy, then slowly we got more digital agency work and when the brands are ready to go to market, we developed a PR service, doing some seeding, cross-media buys in the streetwear sector. Last but not least, we help brands do events. Since the brands firmly believe that consumer insights are the key for their strategy, we slowly became a full-service agency.
Nike and Adidas definitely saw a pullback in sales, but it’s also a long time coming. Chinese brands like Li Ning and Anta have been investing for years. The incident disrupted the market so the competitors, the Chinese brands and the consumer mindset can switch but local brands have steadily been getting stronger.
The main logic in our parents’ generation was that everything overseas is better. We [as Millennials] still have this mentality that overseas is better. But kids who are born after the 2000s, the Gen Z, when they were born, China was already in a way better place. Their mentality and thinking is China is as good as anywhere else, the nationalism is really building up. By the time they were in their twenties, they were willing to support local Chinese brands.
Canada Latest News, Canada Headlines
Similar News:You can also read news stories similar to this one that we have collected from other news sources.
Metaverse Could Disrupt Fashion as Much as Streetwear, Say Speakers at Paris ConferenceSpeakers including OTB's Stefano Rosso and Rtfkt's Benoit Pagotto discuss the challenges and opportunities of the nascent metaverse for brands.
Read more »
Austin targets China in security forum address: 'China is not 10 feet tall'Secretary of Defense Lloyd Austin targeted China in his address Saturday at the Reagan National Defense Forum, telling Fox News’ Bret Baier, 'China is not 10 feet tall.'
Read more »
Chanel Unveils A New Boutique In Miami Design DistrictOn the occasion of Art Basel yesterday, CHANEL inaugurated an incredible two-floor 7,600 square foot boutique in the heart of Miami’s Design District, designed by iconic architect Peter Marino.
Read more »
Chanel Unveils A New Boutique In Miami Design DistrictOn the occasion of Art Basel yesterday, CHANEL inaugurated an incredible two-floor 7,600 square foot boutique in the heart of Miami’s Design District, designed by iconic architect Peter Marino.
Read more »
‘The Matrix Resurrections’ China Release Date Confirmed For JanuaryAfter having been cleared by authorities in late November for an eventual China release, the market has now given Warner Bros/Village Roadshow’s highly-anticipated The Matrix Resurrections an offic…
Read more »
COVID-19 curbs China's power in Indo-Pacific, risks of war 'significant' - reportThe coronavirus pandemic has weakened China's power in the Indo-Pacific, and the region's deepening security uncertainties present a 'significant' risk of war, the Lowy Institute said in a report on Sunday.
Read more »