There Is A "Invisible Link" Between Temperature And Clothing.

Starting at 25 degrees Celsius, short sleeves will be sold at 29 degrees Celsius.

"If I can, I hope it will be sunny every day, and the temperature will rise steadily. This is the best temperature for sale." Wu Lingyun, the head of the women's clothing store at the 2 floor of Yintai, thinks that because of the cool early spring of last month, the sales of women's clothes in Sulet's new products in the morning are lagging behind, but as long as the temperature is high, the summer wear in the shopping mall is selling surprisingly well.

In western economics, there is a Delphy's law of Meteorology: the ratio of meteorological input and output is 1:98, that is, if enterprises invest 1 yuan in meteorological information, they can get an economic return of 98 yuan. Under different conditions, not only can they avoid losses, but also the economic returns will be higher. There is always a "invisible link" between temperature and clothing sales. For example, when the temperature reaches 25 degrees, the sales of short sleeves and fish mouth shoes will start immediately, and when the temperature is above 29 degrees, the swimsuit and the cool slippers will be sold. Smart businessmen know how to use weather experts' reminders to make "heaven", such as the coming high temperature this summer.

The first batch of spring and summer discounts will be "one step late" this year.

Though Hangzhou is in summer in late May, it will be a bit chilly to go out for a stroll in the evening. This "unexpected" cool summer makes many new costumes and footwear new season and discount season to be "late".

"According to past practice, the first batch of spring and summer discounts will be launched in mid June, but this year's situation is somewhat different. Many counters still have some new products, so we are also worried that the discount season will also be postponed." Lu Nina of Hangzhou Tower women's clothing mall said that this year there will probably be a discount season of 1-2 weeks later than last year.

"Fans" of long sleeved shirts and single leather shoes are becoming less and less.

In the past two years, the clothing and shoe bag counters in Hangzhou shopping mall have such a saying: long sleeved shirts and single leather shoes do not require too many orders. It's not that their fans are getting less and less, but that Hangzhou really doesn't wear them in season.

Wu Lingyun checked the temperature in May last year, basically maintained at 17 C -33 C, and the highest temperature in May 5th -9 continued at 34 C. "The weather is so hot that the time of wearing short sleeves is naturally longer and longer." Wu Lingyun said that the proportion of short sleeves is much larger than that of long sleeves. This is a common phenomenon this year. Many brands even bet on "no spring". In the spring and summer new style, there are several long sleeved shirts directly on the short sleeved T-shirt, plus the one seven sleeve knitted jacket. It has been calculated that the short sleeved season from March to November has a long 9 months, while the long sleeves have only two or three short months.

Single shoes are also facing the same fate. The manager of Jie Bai Bao Bao also felt that the new quantity of single shoe was less than in previous years, for example, the volume of new shoes produced by Lies Dan was not much. In May, BELLE's sole shoes accounted for only 30% of sales.

Short sleeve sales start at 25 degrees, and swimsuits sell at 29 degrees Celsius.

Long term temperature changes will affect the sales of department stores, and different temperatures will start the sale of different goods. For example, when the temperature reaches 25 degrees, short sleeve sales will start immediately, and long sleeved shirts will no longer have a market, and when the temperature is above 29 degrees, the swimsuit will be sold and exploded.

"The mall has observed how the sales of different goods will change at different temperatures." The head of the planning department of bazaar said that at 25 centigrade, the short sleeves of the collar will be sold better, and the thick and thin sections are very popular, while the single shoe and fish mouth shoes are also hot. When the temperature was above 30 C, the sales of sleeveless and slings increased significantly. Customers preferred thin fabrics. During this period, the share of slippers was more than that of fish mouth shoes.

"If the temperature is at 29 C -35 C for 5-7 days, the sales of swimsuit will go into the blowout stage." The head of the Chau counters at the 7 floor of Yintai Wulin shop said that the temperature of these two days was somewhat low, so the sales start time was not as early as that of last year. But the weather said that the high temperature in Hangzhou this year is stronger than that of the previous year, which is good news for swimsuits.

The proportion of silk clothing and fish mouth shoes increases, which is closely related to the expected high temperature.

"This new wave of women's clothing has a lot of raw materials made of real silk." Wu Lingyun said that in the special counters of Jessica and Psalm, many new fabrics were made of mulberry silk. After being made of women's clothing, the opaque and cool fabric was quite popular. It was more breathable than Chiffon clothes. After all, the latter was more transparent and needed to wear primer. "The temperature of Hangzhou in these two summers is very high, so suppliers prefer natural and breathable fabrics when ordering summer goods. The increase of silk products is an example." Wu Lingyun said.

Besides silk clothing, the heat of fish mouth shoes is also closely related to the expected high temperature. "I started buying fish mouth shoes a month ago, and I bought a lot of different styles, but I basically didn't consider buying shoes." Although the volume of single shoes is decreasing, the fish mouth shoes of "emancipating" toes are quite popular. Many brands even make boots into fish mouths, and fish mouth shoes have a tendency to replace single shoes.