“Comfortable” footwear — such as Birkenstocks, loafers and driving shoes — have become increasingly popular in China, with users on Xiaohongshu playing a significant role in driving this trend. The sharing and seeding recommendations of Birkenstock have transcended gender boundaries across style, extending beyond fashion to a broader shift in lifestyle. The classic loafer also overlaps into the clean fit trend, academia aesthetic and quiet luxury shift, complementing the wider themes celebrated by Chinese consumers. Other luxury brands associated with loafers, like Prada, Miu Miu, Gucci and Maison Margiela, are successively appearing in user recommendations on Xiaohongshu and being repeatedly referenced by users on the platform.
Occasionwear is making a comeback. Milestone moments, such as weddings and coming-of-age ceremonies, are driving particular interest across footwear as they coincide with milestone purchases. On Xiaohongshu, recommendation content on how to choose your first pair of high-heeled shoes has been steadily rising — and luxury brands stand to benefit.
Watches and jewellery
Brands like Cartier and Chanel are gaining particular traction in the watches space, with their luxury offerings being treated as investment assets. Many watch connoisseurs are paying attention to the increasing value of collectable pieces, especially among the younger generations. On Xiaohongshu, the volume of discussions and comments relating to #WatchCollection has already exceeded 320,000, while many veteran “antique watch” experts on the platform are also sharing their private collections.
Meanwhile, Gen Z emerges as the largest proportion of jewellery consumers, increasing a focus on new product development, marketing methods and communication strategies. The global dopamine dressing phenomenon has met with great popularity in China, and no less on Xiaohongshu: comments on the keyword “dopamine” are approaching three million. In the jewellery arena, this is giving rise to the fancy diamonds and other coloured gems, for example, like Harry Winston’s vibrant diamond designs that have witnessed strong content exposure on Xiaohongshu. Currently, the number of comments relating to colourful diamonds on Xiaohongshu has reached 120,000, and the number of comments relating to colourful jewels has reached 860,000.
And while contemporary designs with colourful gems have gained popularity, value retention remains an important tenet within jewellery as well. Classic gold jewellery has renewed its appeal to younger consumers, while content on Xiaohongshu educates shoppers on the best deals and “recommended classic pieces that retain their value”, as well as relatively affordable styles for young professionals.
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