Streetwear takes Gen Z from the fringe to the center of the stage
In the past, streetwear was a unique badge of identity for “rebellious youth”, symbolizing the breakaway from traditional constraints and the freedom of individuality. However, with the changes of the times, street culture has leaped from the margins to the center of the global cultural stage. Its unique sense of relaxation and uninhibited spirit have deeply attracted the Z generation group who pursue unique self-expression. This transformation has not only reshaped the fashion status of streetwear, but also spawned a vibrant and potential niche market blue ocean.
The rapid growth of market size
According to the latest data released by authoritative market research institutions, the global streetwear market has exceeded the US$187.5829 billion mark in 2022. It is expected that in the next ten years, this figure will continue to rise at an average annual compound growth rate of 3.52%, and is expected to reach US$265.1418 billion by 2032. This amazing growth trend not only reflects the widespread dissemination and acceptance of street culture around the world, but also indicates that the streetwear market will become an important growth point for the future fashion industry.
The power of social media
The popularity of street culture is inseparable from the rise of social media. As the core audience of street culture, Generation Z is also an active member on social media. They share their outfits and exchange experiences through platforms such as Instagram and TikTok, which greatly accelerates the spread of street fashion culture. Take TikTok as an example. Its unique algorithm mechanism and highly interactive content form enable streetwear brands to quickly reach and attract the attention of young consumers.
The rise of Chinese brands: the case of Aelfric Eden
Among many Chinese streetwear brands, Aelfric Eden stands out with its outstanding performance on TikTok and becomes the new favorite of Generation Z. The brand cleverly combines European and American street fashion culture with the advantages of China’s supply chain. Through diversified marketing strategies, it has achieved an amazing result of 900 million exposures on TikTok.
Aelfric Eden’s marketing strategy is remarkable. First of all, it makes full use of TikTok’s short video characteristics, cooperates with many fashion wear influencers, and releases a series of creative OOTD videos and card point dance challenges. These contents not only show the fashion charm of the products, but also greatly enhance the user’s participation and interactivity. Secondly, Aelfric Eden encourages user-generated content (UGC) by setting up exclusive hashtags to inspire users to share their outfit photos and videos, further expanding the brand’s influence.
In addition, Aelfric Eden also focuses on in-depth cooperation with KOLs (key opinion leaders), regularly inviting online celebrities who are in line with the brand’s concept to promote products, and setting up a special area for TikTok and Instagram online celebrities on the official website to accurately reach the target consumer group. This all-round and multi-level marketing strategy has enabled Aelfric Eden to rise rapidly in a short period of time and become an indispensable force in the field of street fashion.
The unique charm of the brand story
The success of Aelfric Eden is also inseparable from its unique brand story and design concept. The brand was founded by a founder with Chinese and Western cultural backgrounds. Its design is deeply influenced by skateboarding culture and graffiti art. These once niche cultural elements have been rejuvenated by Aelfric Eden. The combination of the brand names “Eden” and “Aelfric” not only symbolizes a modern and harmonious paradise, but also contains eternal classic aesthetics. This dualistic design concept makes Aelfric Eden’s products both fashionable and cultural.
Market layout and pricing strategy
In terms of market layout, Aelfric Eden not only cultivates social media platforms such as TikTok, but also actively expands e-commerce channels such as Amazon. By reducing intermediaries and adopting online direct sales models, it ensures that products reach young consumers at a more reasonable price. This strategy not only reduces the purchasing burden of young people, but also further enhances the brand’s market competitiveness.
In summary, the success of Aelfric Eden is one of the typical cases of Chinese brands successfully going overseas, and it is also a vivid portrayal of street culture from subculture to mainstream culture. By deeply integrating subculture elements, shaping a distinctive brand image and innovating marketing strategies, Aelfric Eden has opened up a new world in the fiercely competitive fashion market, providing valuable experience and inspiration for other streetwear brands.