Outdoor activities in China have a relatively low penetration rate compared to Western countries.
Take camping as an example: despite its growing popularity in recent years, participation levels in China remain limited compared to more established camping markets abroad. In 2022, interest in camping surged, with Baidu search trends showing a 213% year-on-year growth at its peak in May. By the end of the year, as lockdown measures eased, a renewed wave of camping enthusiasm reignited in January 2023.
This trend highlights significant growth potential in China’s outdoor market, with opportunities to expand twofold or more. Such growth is poised to accelerate the development of related industries, including outdoor fashion.”
New and emerging brands, such as DUVETICA, which had not previously entered the Chinese market, are now establishing a presence.
Recognizing the vast potential of the Chinese market, outdoor brands like The North Face, Patagonia, and Columbia have already seen significant success in the region.
In 2023, DUVETICA made its official offline debut in China, opening boutique stores in prime commercial areas across five cities, Shanghai, Hangzhou, Qingdao, Xi’an, and Changchun. Each location reflects the unique cultural identity of its region, introducing a refined interpretation of Italian high-end outdoor living across China.
Founded in Milan, Italy, in 2002 by former Moncler CEO Giampiero Vagliano and designer Stefano Rovoletto, DUVETICA joined the international fashion group F&F in 2018.
DUVETICA first entered the Chinese market in September 2020 by launching a flagship store on Tmall, offering vibrant and personalized down apparel. At the time, it remained a relatively niche brand. However, the brand’s offline expansion in 2023 signals its growing maturity and considerable success in China.
With the rising popularity of outdoor activities like skiing, hiking, fishing, and Citywalk, outdoor fashion has become a major consumer trend. The emergence of “new middle-class gear,” blending functionality, comfort, and style, is reshaping modern fashion trends.
