Officials Were With You Kessel Food Markets Shirt
Showrooms with certain leading advantages are evolving into ecosystem builders, refreshing the menu by optimising their brand portfolios in response to market trends. Streetwear brands have witnessed high repurchase rates in Chinese showrooms over the last decade. But as streetwear growth slows, showrooms are favouring urban lifestyle or gorpcore brands over traditional streetwear. Tube Showroom added outdoor labels Ankorau, Tsubo and Uppervoid in 2022 in response to shifts in the market, and the brands are selling well, says Tube founder Zemira Xu. Tube is one of the first Shanghai showrooms to include lifestyle categories such as fragrance and home furnishings in its product offering, in addition to lifestyle label Happy Life, as Chinese consumers increasingly invest in the categories post-pandemic, Xu shares. “From the perspective of a buyer’s store, we should not only analyse consumers as data, but also have a real insight into their psychology,” she says. “Consumers do not buy single products, but a lifestyle. Only by constantly updating the brand portfolio and category portfolio can we achieve longer term business vitality.” Likewise, Lab Showroom, run by Shanghai retailer Labelhood, is investing in jewellery and lifestyle brands alongside luxury and contemporary fashion.Officials Were With You Kessel Food Markets Shirt
Chinese sizing tends to skew smaller than Western labels, and while some expand their ranges to cater to customers in the EMEA (Europe, the Middle East and Africa) or the US, traditional brand sizing in China aligns better with that of neighbouring countries like Singapore, Vietnam and Thailand, thus attracting buyers from those countries to Shanghai’s showrooms. At leading showroom Tube, which features some of the region’s most prominent labels — Shushu/Tong, Markgong, Jacques Wei — there’s been an uptick in buyers from neighbouring countries for Autumn/Winter 2025, says Xu. While at trade show Onetimeshow, which attracts around 8,000 buyers from 300 Chinese cities annually, there was a dedicated section for Thai brands this season, with around 20 on display, ranging from contemporary eveningwear to accessories. This engagement with neighbouring markets could serve Chinese showrooms well, as Western trade challenges mount.
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