BEIJING: A growing number of international fashion and footwear brands are posting robust sales growth in China as affluent consumers continue to spend on brands with distinctive positioning and disciplined retail strategies.
Ralph Lauren Corp, Tapestry Inc and Birkenstock Holding all reported double-digit growth in the Chinese market in their latest quarterly results.
This suggests that demand remains resilient for brands that combine premium positioning with localised marketing and product offerings.
The results contrast with a broader luxury sector that has struggled with softer consumer spending in China over the past two years.
Ralph Lauren delivered one of its strongest performances globally in the first quarter ended June 27 (1Q), with revenue in China surging more than 40% from a year earlier.
Asia revenue increased 24%, driven by growth across all major markets, while North America also posted double-digit gains.
Ralph Lauren executives said during an earnings call that they do not expect quarterly growth above 40% to continue, but forecast low double-digit growth in China for the full fiscal year.
This underscored the market’s increasing strategic importance.
The Chinese market accounted for about 10% of Ralph Lauren’s global revenue in the latest quarter, compared with roughly 2% before the lockdowns.
The New York-based company attributed the performance to strong demand for womenswear and handbags, brand marketing and a disciplined retail strategy focused on six key cities.
Management also confirmed Ralph Lauren will participate in the China International Import Expo for the first time later this year, signalling further investment in the market.
The company has also invested heavily in brand building.
Recent campaigns included a Beijing polo tournament, Wimbledon-themed marketing as the tournament’s official outfitter and Ralph’s Coffee shops inside stores, offering consumers a lower-cost entry into the brand.
Women’s apparel, outerwear and handbags all grew by more than 20% globally during the quarter, outperforming the broader business.
Tapestry Inc, the New York-based owner of Coach, Kate Spade and Stuart Weitzman, also reported another strong quarter in China.
The company said Asia-Pacific revenue rose 19% in both the fiscal 4Q and full year ended June 27.
Sales in China increased 28% during the quarter and 35% for the full year (FY26).
Coach remained the group’s primary growth engine, posting double-digit revenue growth in every quarter of FY26.
Demand for leather goods remained particularly strong, helping lift average handbag selling prices by the mid-double digits.
The company added more than 2.5 million new customers globally during the quarter and about 11 million during the FY26, with Generation Z accounting for about 35% of new customers.
German footwear maker Birkenstock also continued to outperform in China despite weakness across parts of the global footwear sector. — China Daily/ANN
