China’s puffer jacket obsession

In recent years, the entry of luxury players into the market has also driven the demand for upgrades. Moncler and Canada Goose sell to educated Chinese consumers with a new understanding of the quality and price of puffers and parkas. “Young consumers increasingly want products that combine functionality with fashion, and as with other luxury sub-categories, a higher price indicates more prestige,” says Jacob Cooke, co-founder and CEO of WPIC Marketing + Technologies agency, specialized in the Chinese market.

And these strategies have worked. “C-label” puffer brands are snapping up shares from their international competitors. “They are succeeding largely because they offer a quality, luxury down jacket at a relatively lower price than Canada Goose,” points out Cooke.

“Even as Chinese consumers increasingly embrace local cultural aesthetics, foreign brands still enjoy a reputational advantage in luxury and in other sectors where product quality is a top consideration. Bosideng already has local cultural relevance, but needs to bolster its credibility as a luxury brand by collaborating with international designers,” notes Cooke from WPIC. Likewise, 50-year-old Chinese puffer brand Yaya has updated its business strategy to elevate its image and grow its fan base by leveraging overseas designers.

Short video app Douyin is also rapidly rising as a viable option for brands to speak to a young clientele. “Big-ticket luxury might not be moving much inventory on Douyin right now since lots of purchases on Douyin are more spontaneous, but it has become perhaps the most important digital marketing channel for brands looking to reach young consumers,” says Cooke.