Vision Street Wear, the renowned skate and streetwear branch of Authentic Brands Group (ABG), is expanding in China. It recently signed a partnership agreement with Shanghai Fanking, a leading company specializing in brand management and retail development there.
A few weeks ago, when celebrating this launch, Steve Aoki, the Grammy-nominated DJ, producer and co-owner of Vision Street Wear, visited the brand’s Suzhou location, shopped the new collection and shared branded T-shirts with enthusiastic fans during his show in Shanghai.
Nick Woodhouse, president and CMO of ABG, which owns a global portfolio of lifestyle, and entertainment brands, explained how this project will evolve.
What goals do you aim to reach in China in the near future?
For many years Vision Street Wear has played a significant role in skate, music, and streetwear culture. Launching Vision Street Wear shop-in-shop locations is a tribute to the brand’s continued impact on pop culture and an ignition point in China as we embark on bringing this iconic brand to an emerging streetwear generation. Vision Street Wear will roll out in 30 shop-in-shop locations including Bejing, Harbin, Shanxi, Szechuan, Guangxi and Guangdong through the end of 2018 and we plan to expand to more than 100 locations, comprised of shop-in-shop and standalone stores within Mainland China, Hong Kong and Macau through 2022.
Will you launch a specific collection or special capsules to reach the Chinese consumer?
Vision has a history of collaborations with Peanuts, Disney, Coca-Cola and Marilyn Monroe and as a brand owner we continue to innovate through collaborations and brand partnerships. Currently, there is so much fashion, art and culture in China it has made it the perfect expansion as it relates back to Vision’s heritage. We are excited to launch Vision Street Wear during a time when the streetwear market is on the rise in China. The robust assortment of street-inspired sportswear apparel for guys and girls, infused with the brand’s heritage including its recognizable black, white and red logo, debuted with the launch.
What will the collections aimed at the Chinese market look like?
The partnership with Shanghai Fanking has helped the brand create and design a diverse collection of apparel and accessories for the Chinese market that stayed true to Vision Street Wear’s DNA. By collaborating with our local partner we have been able to create brand awareness with consumers about the new venture by building an exhilarating and uniting relationship with the local market.
What is the Chinese consumer most interested in when buying a streetwear brand?
Vision Street Wear is recognized as one of the original and most respected streetwear brands with an authentic connection in skate culture and music. We believe the consumers in China are looking for an authentic brand with a rich heritage like Vision when buying styles to update their streetwear looks.
Do you aim to organize similar events as the one with Steve Aoki?
Steve Aoki is a co-owner, brand collaborator and ambassador of Vision Street Wear. He is a true thought leader who has collaborated with some of today’s more prominent names in music and fashion. Steve has been a longtime fan of the brand since a young age allowing this partnership to be truly authentic. He has helped introduce Vision Street Wear to the next generation of fans and continues to do so with the expansion in China. To celebrate the launch, Steve’s first of many events in the space was a shopping event at the Suzhou location. He later shared branded T-shirts with fans during his show in Shanghai. Steve will continue to support the brand as it expands worldwide. We are planning more upcoming events with Aoki.
Where else is Vision Street Wear selling today?
Vision Street Wear is a global brand with major presence in Japan, China and Europe with over 1,300 stores, key specialty shops and shop-in-shop locations. Following the successful debut of Vision Street Wear at Topman in the US and UK in 2017, the brand unveiled its second and third capsule collections of sportswear earlier this year.