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on september 6, jd fashion, xiaohongshu and vogue jointly released the "2024 autumn and winter clothing trend white paper" (hereinafter referred to as the white paper), revealing the public's new expectations for this year's autumn and winter clothing. the white paper shows that consumers pay more attention to the "price ratio" when purchasing clothing, and wilderness maillard, urban light outdoor, new retro resurgence, and oriental simple luxury style have become the four new trends in 2024 autumn and winter clothing. it is worth mentioning that jd also recently announced an additional 1 billion yuan investment in the comprehensive layout of clothing categories to further meet consumers' demand for trendy new products.

consumers pay more attention to "value for money" when buying clothing

the white paper shows that the overall clothing consumption market will pick up in 2024, and consumers will continue to pursue quality and style of life. at the same time, the new generation of consumers will focus on personal needs in choosing clothing brands, pay attention to "heart-price ratio", and regard "self-fit" as the golden rule for purchasing decisions.

at the same time, the autumn and winter clothing market shows a trend of segmentation and diversification, including the trend of down jackets towards multifunctional technological fabrics, with sales of "far-infrared heat storage" down jackets increasing 100 times; jackets show a colorful urban outdoor style, with both technological and fashionable jackets growing rapidly; in addition, there is a strong demand for "warm outerwear" for pajamas and home clothes, while sweaters are evolving towards high-end and fashion.

it is worth mentioning that in 2023, the number of autumn and winter notes with "oriental aesthetics" as the keyword was nearly 4.5 billion, a year-on-year increase of 329%. including international brands trying to incorporate chinese elements, domestic brands relying on the black technology of "made in china", and emerging brands using new features and new concepts to innovate, brands are competing to lead the trend.

color, outdoor and retro elements create four major fashion trends

the white paper points out that consumers are no longer satisfied with the basic functions of clothing, but are seeking emotionally resonant color expressions, natural and comfortable sports styles, and modern interpretations of retro elements. these demands have given rise to four major autumn and winter clothing fashion trends.

among them, "wilderness maillard" is an upgrade of the maillard outfit that has been popular in recent years. based on the earth tones, it adds tundra green, maple leaf color, rock gray, hawthorn red and other colors. it has a deep and warm beauty. representative items such as retro baseball jackets and brown leather skirts are very popular.

in the fast-paced life, the "urban light outdoor" style has also emerged. it integrates sports functions, futuristic fabrics and trendy designs to create a new dressing philosophy that conforms to the rhythm of the city while retaining the natural wildness. fashionable outdoor jackets, height-enhancing thick-soled dirty shoes and other items all show a practical and fashionable attitude.

the "new retro comeback" style is a new vintage style that continues the retro design elements and fabrics while integrating modern tailoring. college-style letter logo jackets, retro ripped jeans, and denim shirts are all representatives of the new retro style.

in addition, "oriental simple luxury style", as a hot spot in autumn and winter, abandons complicated lines and piled-up decorations, focusing on the "white space" art philosophy. items represented by chinese suit jackets and men's stand-up collar coats create a luxurious but unobtrusive texture.

jd.com invests 1 billion to build a gathering place for trendy and high-end products

recently, jd.com announced an additional investment of 1 billion to comprehensively develop its apparel category, and is committed to making jd.com apparel a gathering place for trendy and cutting-edge products. at the same time, jd.com apparel will jointly launch the "let the world see the beauty of china" 2024 china original apparel recruitment plan with the new media center of people's daily and the china national garment association, and provide special support for chinese original designers and chinese original apparel brands to help the development of domestic original brands.

since the beginning of this year, the number of new products in hundreds of clothing categories such as men's and women's clothing, shoes and boots, sports shoes and clothing has increased by more than 5 times year-on-year. jd fashion has become an important battlefield for first-tier clothing brands to launch new products. so far, jd fashion has reached strategic cooperation with world-renowned fashion groups such as inditex, h&m, gap, etc., and more than 90% of the world's luxury brands including louis vuitton, gucci, tiffany & co., bottega veneta, and saint laurent have chosen to settle in and launch new products simultaneously.

in the future, jd.com will continue to make efforts in the apparel category, replenish new trendy goods and outfit content in real time, bring consumers more abundant clothing choices and provide a better shopping experience.