Arc’teryx, making its CIIE debut, brought another dimension of product innovation into focus: what happens to performance gear after it is sold. The outdoors specialist showcased its Sperro SV technical shell jacket, the first product developed under System 0, its circular innovation platform. Beyond waterproofing, wind protection and breathability, the jacket has been designed with maintenance, repair and eventual material recovery in mind. It also features a digital product passport (DPP), allowing consumers to scan a QR code for information on product care and repair services.
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Brands are selling a lifestyle
Beyond luxury and sportswear, another theme emerged at this year’s CIIE is that international brands are increasingly competing for a place in Chinese consumers’ lifestyles, not just their closets.
Making its CIIE debut, Ralph Lauren presented four immersive spaces inspired by the American West, coastal living, country estates and urban sophistication. Spanning fashion, homeware and hospitality, the exhibition reflected the brand’s longstanding strategy of selling an aspirational way of life.
Fellow newcomers Woolrich and Bogner introduced further options in premium outdoors and lifestyle categories, while established players focused on deepening consumer engagement.
Beauty groups are pursuing a similar strategy, increasingly combining product innovation with technology and personalized experiences.
L’Oréal Group, returning for its ninth consecutive year, expanded its presence to 28 brands, introducing names including Color Wow and Skinbetter Science alongside AI-powered beauty technology. Estée Lauder Companies showcased 17 brands and more than 80 new products, including a Mac Cosmetics setting product developed with Asian skin tones in mind. Dolce & Gabbana Beauty, meanwhile, used the expo to highlight its expanding China ambitions through fragrances, makeup and interactive AI experiences.
Nine editions in, CIIE offers a revealing snapshot of how international brands are rethinking the fast-changing market. For years, international brands came to China in search of growth. Increasingly, they are also looking to China for ideas on where growth might come from next.
