The "1 Degree Effect" In Clothing And Footwear Industry

It is not just crops that depend on the weather. Clothing is also greatly affected by the weather.

Temperature has great impact on sales of shoes and clothing.

In the clothing industry, there is a "1 degree effect" theory, that is, when the temperature changes at 1 degrees, the sales volume of clothing will change greatly.

There is 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.

Although women's clothing in Ji'nan shopping mall did not change by 1 degrees, the difference was obvious when there was a difference of four or five degrees.

The sales director of the women's clothing area of the underground shopping plaza, Ginza, describes how the temperature affects clothing sales by looking at the clothes on the models.

In early June, when the temperature of Ji'nan was hovering around 30 degrees Celsius, the models of women's wear area were mostly two waistlines with chiffon, small sling and chiffon sweater. The trousers were longer, even five pants, seven pants, and a lot of socks.

In recent days, the temperature has been hovering around 35 degrees, and the models have begun to "undress". The mixture of the two sets of patterns has been reduced. The large skin of the bare skin and the suspending aprons are much larger. The mini skirts and hot pants are appearing in large numbers, and even the fabric of the clothes is developing towards light, thin and penetrating.

Late summer discount will also be a step later.

The abnormal weather has also made great changes in the style of women's clothing this year. This is the most obvious performance this spring.

At that time, the summer was late, but some spring clothes had been sold out. Many counters had to match the summer Chiffon style with winter cardigan and even the thin cotton padded jacket for sale.

It seems strange in the past, but this year it has become a trend of match.

Not only the style of clothing is adjusted accordingly, but also the marketing strategy is adjusted accordingly.

In late May, Ji'nan entered the hot summer, but this year until early June, sooner or later, it will feel chilly when going out with short sleeves. This also makes the light summer dress cabinet for more than half a month.

In mid June of last year, the first batch of clothing and footwear had been sold for over half a month, and some of the styles will also be on sale.

But many of the counters are still on sale, so the discount style is postponed, and it is expected to extend for another 1-2 weeks.

Some counters said that although there are many discount styles on the counter, many of them are spring and summer styles. The formal summer wear has just been sold well, and sellers are reluctant to discount the new ones.

{page_break}

Clothing sales fell at 36 C

"At 36 degrees, the passenger flow has dropped significantly". The change of temperature has also made some individual clothing stores quite sensitive.

Yang, manager of Purple Jade cheongsam hall, said that the customers were obviously fewer in recent days.

Not only is the influence of hot weather unwilling to go shopping, but some people sweat too much to see some fancy styles of clothes, and they are too lazy to try on them.

For some clothing gathering areas, business in the evening becomes particularly important.

Ms. Cao, the owner of a foreign trade dress near Weiyi Road, said that it used to close at 7 o'clock in the evening, but now the number of customers coming shopping after dinner has increased significantly, and the closing time has even been extended to 9 at night.

During the day, especially at noon, the number of customers obviously decreased, and when the weather was cool, there were quite a few women coming out of the office buildings.

For individual clothing store owners, 36 degrees centigrade is not only a business impact, but also a higher cost. Air conditioners have to turn around when they start a shop. The cost of photoelectric charges increases by more than ten yuan per day.

Retailers have considered the question of autumn wear.

Although it is still summer, some clothing manufacturers will start to consider the order of autumn clothes.

Mr. Chen, the agent of Yi Fei's clothing, said that in the past two years, the spring and autumn time has become longer. Especially in spring this year, the weather is getting warmer and warmer.

In previous years, there was "spring neck" in spring in Ji'nan. After winter, it was summer, and the sales of spring clothes were not optimistic.

This year's spring foreign minister, after entering the May, he acted as a brand of spring clothes, not to mention discount sales promotion, even last autumn's backlog of styles sold almost.

And the processing of brand clothing usually takes a quarter of a year. He also adds temporary orders to manufacturers, but after a year, he is just in time to catch up with labor shortage. Manufacturers are trying to protect the supply of summer clothing. Orders for spring clothes are simply too late to make. If it is not the impact of shortages, Mr. Chen feels that this spring's sales can at least increase by 30%.

Affected by this, he was also considering whether or not to take more goods in autumn clothes, but he was afraid of abnormal weather. "If the winter comes ahead of schedule, the more ordered autumn clothes will be kept in hand."