The street wear industry is in a state of shock . A legend ary brand from New York "Supreme " But , From 2022 to 2023 The possibility of form ally ent ering the Chinese market has sur fa ced . This information is from the parent company of Supreme . V FC (V F Corporation) This was revealed at a recent investor conference .
Supreme to be incorpor ated into V FC ' s Asia strategy
The V FC management team said during the meeting that they will " integr ate the Supreme team into the V FC ' s Asian platform . " This is the company ' s largest market in Asia , including China . Dist ribution network、Digital Marketing、Reta il infrastructure It means giving it to the Supreme .
Parti cular ly note worthy is the presence of V FC in the Chinese market . The North Face oh V ans The point is to use the know - how that has been built through such brand s for Supreme . to respond to China ' s complex EC regulations and consumer tr ends , rather than to rush in 2 - 3 years of prepar ation It is seen as a policy setting .
Why the Chinese market now ?
In the context of Supreme ' s entry into China , Three factors : You can think of :
- China Street wear Market Grow th: 60 billion by 2025
- Con front ing the counter fe it problem: Co unter me as ures to counter fe it goods circula ting in the Chinese market
- Generation Z purchas ing power: D X strategy target ing the digital n ative generation
Steve Rend le , CEO of V FC , said : " China , especially our Grow th Engine We have repe ated ly emph asi zed that the dep lo yment of Supreme is position ed as an important piece of this strategy .
Chall enges and possi bilities point ed out by experts
Fashion industry analy st Hir oko Tan aka said , " S upr eme ' s entry into China Our own challenges accom pani ed by " point ing out :
- Balan cing Brand Strateg y and Mass Market to Sell R ar ity
- Ada pt ation to China - spe cific S NS and EC platform s
- Es tab lish ment of cooperation structures with local partners
On the other hand , " If we har ness the resources of the V FC , we can address these challenges . Compet itive Advan tage It is possible to change it , " he said , add ing hope .
Ex pect ed future develop ments
The following scen arios are assum ed among industry stak ehol ders :
- The second half of 2022.: Pop - up store limited to Shanghai and Beijing
- Early in 2023: Of ficial EC Website La unch ed (via T m all Lux ury Pa vili on)
- The second half of 2023 Initi ation of Local Col labor ation Program
This situation will have to wait until the second half of 2022 at the ear li est , from the ca uti ous st ance of the V FC . However , this prepar ation period is in the Supreme in China Ma inta ining Brand Val ue It is seen to play an important role in .