China is now an outdoors nation
With Beijing aiming to expand its sports economy to seven trillion yuan by 2030, the wellness boom could stretch into the new year
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ROLLING Covid-19 lockdowns in China transformed the way people think about their health. As a result, many are starting to run, hike or play tennis, influencing the way they live and dress.
The country is in the middle of a wellness boom, offering a rare bright spot in an otherwise struggling retail sector – and lessons for luxury players trying to reconnect with their most important market.
The rise of the “Gorpcore” aesthetic is emblematic of this trend. Coined by an American writer in 2017, the term takes its name from a classic trail mix popular with hikers – “good ol’ raisins and peanuts”.
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