But these markets are far more deeply explored and mined, both by X-L and its competition. Plus, China's middle class is still growing, and even from a geographical perspective, there is more 'outdoors' in China in which citizens can deploy their sporting skills, in comparison the more densely populated other Asian nations.

Not only lifestyles have changed but the idea of spending money on sporting clothes is still relatively new. X-L must establish itself as the brand of choice, at this critical juncture in China's economic history. "At the moment, China's consumer economy is about the size of Italy's, but in two years' time it is going to start adding an Italy every year," observed one China analyst (Ford, 2007). Plus, the young, athletic market is expanding: "Young people are responding, and refusing to follow their parents' example of socking away 25% of their post-tax income - one of the...
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