Sportswear giants want a slice of China’s streetwear stores ...Middle East

Brick-and-mortar spaces have thrived in the mainland’s local streetwear market this year, making retailers a great vehicle for global sportswear brands to intimately engage Chinese consumers.  As brand-retail hybrid Randomevent founder Younker Hong tells Jing Daily, “More streetwear has begun to enter offline physical retail. In the past, it was e-commerce that opened up the market, but now it is through physical spaces and consumer dialogue that close brand-community relationships are established.” Often equipped with photogenic cafés – even skate ramps in Avenue & Son’s case – streetwear stores have evolved into hang-out spots for young people in China. That growing relevance, combined wit

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