Branded clothing leads the fashion trend
2024-08-17
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Data source: JD Consumer and Industry Development Research Institute
Since the summer, clothing products have attracted much attention from consumers. From dopamine wear to Maillard style, from mint mambo to Tyndall style, daily wear has become a topic of concern for consumers. From the perspective of online consumption trends, outdoor, sports, off-season, and matching clothing products sold well in July.
Consumers have different concerns about different types of clothing products, but they generally pay attention to brands. Among them, quick-drying clothes and men's down jackets rank first in brand attention. When buying cycling clothes, consumers pay attention to the category and applicable season of the clothing; when choosing quick-drying clothing, most consumers have demands for rapid perspiration and quick drying, and pay more attention to the category and function of the product; when buying badminton clothes, they will pay more attention to the appearance, color and user experience of the clothing, hoping to become a beautiful "scenery" on the court.
In terms of consumer preferences, the post-80s and post-90s are the main consumer groups for clothing products. Badminton clothes, quick-drying clothes and bucket hats are more often bought by the post-80s consumers, while the post-90s consumers prefer cycling clothes, outdoor sun protection clothes and leg-beautifying socks. In terms of regional consumption, consumers in Hainan, Guangdong and Guangxi prefer badminton clothes; consumers in Zhejiang, Qinghai and Ningxia prefer cycling clothes; consumers in Xinjiang, Chongqing and Sichuan prefer outdoor sun protection clothes; consumers in Jilin, Heilongjiang and Liaoning prefer quick-drying clothes.
It is worth noting that off-season clothing is also hot-selling. In off-season clearance sales and other activities, many people choose to buy warm clothing in summer, such as down jackets and cotton jackets. In addition, for consumers who like hiking and mountaineering, warm down jackets are also necessary equipment to ensure comfort in outdoor sports.
Overall, the demand potential for sportswear is being continuously released. Only by deepening original design, using unique creativity as a driving force, and enhancing brand influence can businesses stand out from the competition. (This issue's commentary by Dong Fei is from: Economic Daily)
