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Superdry focuses on Chinese market in new collection

Streetwear brand Superdry has released a 50-piece limited-edition collection ahead of Chinese Lunar New Year, in an effort to capitalise on the influx of tourists coming to Australia this summer. 

Chinese Lunar New Year falls on 25 January 2020, which will mark the beginning of the Year of the Rat. 

The collection will feature a selection of matching apparel and accessories including hand-drawn zodiac symbols, and will be marketed by Asian-Australian influencers in Australia and overseas. 

According to the Australian Department of Foreign Affairs and Trade, China overtook New Zealand as Australia’s largest inbound visitor market in 2018, with the Australian Bureau of Statistics recording 1.43 million visitors from China over 2018-2019 – a 330 per cent increase from a decade prior.

The main reason for international visitors to Australia is for a holiday (47 per cent), and although the median stay duration in Australia is 11 days, it is 17 days in South Australia and 10 days in Queensland. 

Incoming tourists from China have become a massive market for retailers in the last few years, though of late have travelled more frequently and spent less per trip according to a report from Coresight Research. 

Clothing is the second largest retail category tourists intend to spend on, behind only beauty products. 

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