One of the key brand trends in recent years is the increasing difficulty of consumer decision-making. To capture consumers' attention, brands are either offering extreme price incentives or evoking strong emotional connections.

In 2024, luxury brands like Cartier, Van Cleef & Arpels, and GUCCI have embraced Xiaohongshu (Little Red Book) by hosting virtual exhibitions and live streams. For instance, Van Cleef & Arpels launched its first-ever global livestream on Xiaohongshu, while GUCCI relocated its 2024 pre-spring collection runway to the platform. As a result, the “GUCCI Show” saw a 47-fold increase in search volume, and the brand’s followers grew more than 22 times their daily average.

FILA capitalized on Xiaohongshu’s growing trend of the "old-money aesthetic," leveraging celebrity endorsements, wide-reaching marketing, and both browsing and search-driven campaigns. By collaborating with Xiaohongshu to define the "Tennis Old Money" trend, FILA’s tennis skirts achieved top search rankings, while sales during the campaign month surged by 370% year-over-year and increased by a factor of 5 month-over-month.

The Rise of New Keywords in the Fashion Industry on Xiaohongshu

Compared to platforms like Taobao, Kuaishou, and Douyin, Xiaohongshu does not boast the largest user base or earliest commercialization. However, its distinct advantage lies in its "precise" user base and unique community-driven product discovery culture.

Xiaohongshu’s official data reveals that, as of September 2023, 50% of its 260 million monthly active users are from Generation Z (born post-1995), and 35% are Generation Alpha (born post-2000). Additionally, 50% of users are from tier-1 and tier-2 cities, making Xiaohongshu a crucial platform for young, affluent consumers—precisely the target audience luxury brands need.

On Xiaohongshu, 42% of new users rely on search functions from their very first day, and 70% of active users exhibit search behavior. Each month, 1.2 billion users seek purchase advice. The phrase "when in doubt, Xiaohongshu" has become increasingly prevalent, establishing Xiaohongshu as a repository of lifestyle-related content and consumption cues, which aligns well with the needs of luxury fashion brands.

"Precise" users on Xiaohongshu bring substantial purchasing power. Their authentic, diverse, and avant-garde discovery culture has made Xiaohongshu the go-to platform for fashion trendsetting, which directly complements the interests of luxury brands.

Xiaohongshu has become a lifestyle community for young people who frequently search for styling tips, makeup routines, and travel inspiration. These search trends highlight user tastes and lifestyles, signaling emerging consumption trends and new opportunities for brands.

This year, the Mellad trend emerged as one of the most popular fashion aesthetics. Xiaohongshu has over 361,000 notes related to Mellad fashion. To capture this trend, FILA launched a shoe that resembled a croissant, aligning it with the Mellad aesthetic. The resulting brand growth on Xiaohongshu was explosive, with FILA’s croissant-inspired shoes selling nearly 100,000 pairs during Double Eleven, and SKUs selling out across the board.

Other popular trends like Dopamine Dressing, Y2K, and Clean Fit have also seen substantial growth on Xiaohongshu. For example, Dopamine Dressing grew by 5,640 times, Y2K by 2,570 times, and Clean Fit by 1,440 times from 2022 to 2023. These continuously evolving trend patterns demonstrate how Xiaohongshu serves as a fertile ground for fashion discovery and brand innovation.

Tracking Xiaohongshu’s shifting lifestyle trends helps luxury brands uncover new fashion possibilities and marketing opportunities.

Embracing Real-Life, Diverse Aesthetic Experiences

Citywalk has become a major lifestyle trend on Xiaohongshu in recent years. Notes related to Citywalk have garnered over 21 billion views, with search volumes growing 140 times year-over-year. More than 370,000 posts detail Citywalk experiences.

This trend reflects users' renewed pursuit of authentic, immersive social experiences. Weekends no longer revolve around staying indoors—people now seek Citywalk outings to explore exhibitions, music festivals, and urban adventures, all facilitated by Xiaohongshu.

Louis Vuitton’s Shanghai pop-up “Hello Shanghai” event, which encouraged users to explore the Suzhou River, is a prime example. This initiative sparked a 16-fold increase in related searches on Xiaohongshu, while note volumes surged 35% compared to pre-event levels.

Longines’ "Spring Outing x Diverse Styles" campaign further highlighted Citywalk. By integrating its Heart Moon collection into a variety of urban settings like parks and outdoor adventures, Longines achieved a 111% increase in brand-related posts, with over 35,000 new notes generated during the campaign.

As social interaction continues to evolve, consumers increasingly crave meaningful, real-life experiences. Brands that engage with users in these spaces can cultivate authentic connections while promoting their lifestyle aesthetics.

Connecting Emotionally and Healing the Self

In today’s competitive market, brands need more than just functional products—they must address emotional needs to foster stronger consumer connections. For luxury brands, tapping into users’ emotional desires can trigger greater engagement, leading to increased search activity and conversions.

For example, the actress Dong Jie embodied a serene, minimalistic aesthetic that resonated with urban consumers, fueling the popularity of a white porcelain dress from a brand called Zhizhi. The dress saw over a 300% increase in brand attention and sales upon launch.

Listening to users' emotional needs has become a crucial strategy. In today’s dynamic external environment, consumers seek more than just utility—they want brands to fulfill their emotional expectations. For many, shopping serves as a form of self-expression and emotional healing.

Embracing Quality, Defining "Him Fashion"

Xiaohongshu is no longer just a female-centric platform. Male users now make up 30% of Xiaohongshu’s community, and this number continues to rise.

Quality has become a key characteristic of Xiaohongshu’s male users. Many men on the platform engage in outdoor sports like skiing and football, while others participate in refined activities such as wine tastings and motorsports. Some men prioritize fashion-forward styles, moving seamlessly between business casual and activewear, while others seek gifting inspiration, turning to Xiaohongshu to discover gift ideas.

For instance, high-end watch brand Girard-Perregaux successfully leveraged Xiaohongshu’s male audience by collaborating with its new spokesperson, Fei Xiang, to showcase their century-old craftsmanship and minimalist design ethos, targeting watch enthusiasts and luxury circles.

Similarly, the American brand GANT tapped into Xiaohongshu’s male users by blending preppy American collegiate style with trendy fall outfits. This resulted in a 30% increase in GANT brand searches, while posts about their baseball jerseys surged by 500%.

With the rise of male users on Xiaohongshu, luxury brands have opportunities to redefine and expand "him fashion," catering to the evolving tastes of this growing demographic.

Pursuing Freedom, Finding Life’s Answers

In recent years, more people have sought to escape city life and embrace the freedom of nature. Whether for social connection, outdoor activities, or professional pursuits, users are drawn to outdoor adventures and new experiences, creating fresh consumption opportunities for luxury brands.

For instance, as outdoor fashion continues to rise, Xiaohongshu has become a hub for trending products like yoga pants, hiking jackets, and trail running shoes. The platform is increasingly recognized as a go-to destination for outdoor and urban adventure gear.

Xiaohongshu data shows that as of October 2023, "outdoor" and "city travel" searches have become top categories on the platform, with search volumes steadily increasing.

Luxury brands that align with users' desires for outdoor exploration, self-healing, and self-discovery will find significant opportunities to grow their presence on Xiaohongshu.

Conclusion

Xiaohongshu has become a key platform for fashion brands targeting China’s trend-conscious consumers. At Lotus Social Agency, we bring years of expertise in Xiaohongshu, helping brands navigate and leverage this platform to connect with Chinese audiences and drive results. With a deep understanding of Xiaohongshu’s unique ecosystem, we specialize in tailored strategies that enhance brand presence and achieve success in China’s dynamic digital landscape. Let us support your brand’s journey on Xiaohongshu!