Young Chinese consumers want more fashion less fun - footwearbiz: Lead

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Young Chinese consumers want more fashion less function in sports shoes

31/05/2012
A report published by the China Leather Industry Association has said that athletic shoes are being sold at discount in many parts of the country owing to high inventores.

The organisation said the end of May is usually a peak period for sales of sports goods, but that this year high inventories have led brands to discount early.

Brands involved include the big multinationals, but the report said Chinese brands are being harder hit. One sports footwear retailer, Chen Bin, told the association that older consumers find the price of athletic shoes too high, while younger consumers have complained to him that Chinese brands have done too little to make their footwear offerings for this season look fashionable.

Mr Chen said the specific complaint was that domestic brands had concentrated too much on adding function to their shoes and too little on design and style. He will stop stocking some brands, he said.

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