Adidas named ‘most relevant’ fashion brand in China

Sportswear giant Adidas has come ahead of brands including Zara, Nike, Uniqlo and H&M to be named the ‘most relevant’ fashion brand to both Gen-Y and Gen-Z in China.

RTG Consulting Group surveyed 4,000 of China’s Gen-Y, also known as Millennials, born between about 1980 and 2000, and Gen-Z, the group born since just before the start of the Millennium, on which brands they find most relevant to their lives.

Overall, Apple topped the chart for Gen-Y consumers, while smartphone brand Xiaomi was named the favourite among Gen-Z. The index also revealed that fashion brands are more relevant in Gen-Z’s eyes, while the technology category plays a stronger role among China’s Gen-Y.

Following Adidas in the most relevant fashion brands index for Gen-Y was Zara in second, followed by Nike, Uniqlo, and H&M, while for Gen-Z, Nike came in second place, 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,” said Angelito Tan Jr., chief executive of RTG Consulting Group. “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.”

The 2016 RTG Brand Relevance Index surveyed 4,000 consumers between the age of 15-32 across Shanghai, Beijing, and Chengdu, gauging 6 industries including fashion, electronics, technology, mobile apps, automobile and food and beverage.