Gaolin Industrial's brand G2000 rushes to attack the men's market

In the midst of an economic downturn and the rise of M-shaped consumption patterns, many affordable fashion brands are shifting their strategies. Companies like Giordano and Hang Ten have paved the way, and now G2000, a brand under Kobayashi Industrial Co., Ltd., has followed suit by opening its first-ever brand concept store on Nanjing East Road. This move comes as part of their effort to rebrand and revamp their image. Alongside this new venture, the men's and women's wear lines of G2000 are being consolidated into distinct series under the same brand umbrella. Additionally, they plan to launch a Black Label men's wear line featuring higher-end products, signaling optimism about the untapped potential in the men's formal wear market. As the market shifts, it seems men's fashion is experiencing a resurgence. According to Chen Lijun from Gao Lin's clothing division, menswear sales at department stores and retail outlets have been outperforming those of womenswear over the past couple of years, with an average growth rate of 10-15%. Men, who often need to dress up for professional settings, seem to be driving this trend. G2000 is not alone in targeting the premium suit market. The Giordano Concepts store, which recently opened in September, offers tailored windbreakers for both men and women. Meanwhile, ESPRIT's edc sub-brand made its debut earlier this year, while the youthful Knights Bridge label has seen surprising success with its college-style men's wear, including lines like Lollipop Boys. These efforts suggest a growing appetite among consumers for diverse yet high-quality fashion options. Looking ahead, G2000 aims to further expand its presence beyond its current locations in Kaohsiung, Taipei, and Nanjing. Plans include opening a concept store in the Taiwan Metro Center. As the fashion landscape evolves, these brands are adapting by offering unique styles and experiences, hoping to capture the attention—and wallets—of modern consumers.

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