Fashion Consumption Is High And Fashion Can Not Be Lost.

Market monopoly occupies the mainstream

Consumers' demand for winter clothing has increased, and the department stores Market Also seize the opportunity, have launched a discount, coupons and other activities, opened the curtain of clothing sales, attracting customers' attention. All kinds of discounted posters, such as "100 full back to 60", "full 200 return to 200", "full court 3 fold up", "30 percent off pieces, two pieces 40 percent off, three 50 percent off", can be seen everywhere in the shopping malls and exclusive stores. shop In the trumpet, advertisements for the sale of winter clothing are also repeated.

In this survey, nearly 80% of consumers take large department stores and clothing brand stores as the preferred shopping channel. Clothing has become a key commodity in department stores and plays an important role in the sales performance of department stores. In 2009, the sales volume of clothing products in large retail department stores in Beijing exceeded 50% of the annual sales. In the first 6 months of 2010, retail sales of clothing products in Beijing amounted to 26 billion 780 million yuan, up 13.7% over the same period last year. Consumers favor large shopping malls and stores, and consumers are related to clothing requirements. In this survey, quite a few consumers consider the fashionable fashion design as one of the most influential factors on clothing consumption, and the choice of clothing quality is much less. A staff member of a store told reporters, "nowadays customers no longer value the quality of clothes simply. Fashion has been accepted by more and more people. Fashionable clothes are more popular before this Spring Festival. " Each piece of clothing is not worn for long. The clothes bought last year do not want to wear this year. As long as clothes are fashionable, they can be accepted with poor materials.

In addition, about 20% of consumers said they would go through large supermarkets. Clothing store Or buy clothes online. Xiao Li told reporters that the clothing quality in the big shopping malls is better, but the price is relatively high. Xiao Wang recently picked up a new cashmere sweater in the shopping mall. After twenty percent off, the price was 1400 yuan. Then he found a purchase on the Internet. It only needed 1100 yuan to buy the same product by generation instead of another postage, which saved more than 300 yuan.

Wearing new clothes has a new year's feeling.

Nowadays, clothing consumption has become an important part of people's daily consumption. Take Beijing as an example, according to statistics, in the first half of 2010, the proportion of clothing consumed by Beijing residents accounted for 10.84% of per capita consumption expenditure. In order to wear new clothes, the mood of getting up early in the 1th day of the first month of the Chinese lunar calendar is hard to understand for people under 30 years old. However, since we welcome the new year, we feel more comfortable wearing new clothes. Although there may not be any clothes in the wardrobe, Spring Festival is approaching, and shopping malls in shopping malls can be seen everywhere. On the whole, the elasticity of clothing consumption is relatively large, and we buy more clothes and buy less clothes nervously, because there are various reasons for not buying clothes during the Spring Festival. In this survey, 80% of people said they would buy new clothes, about half of them would buy clothes for the elderly and children, and consumers who bought clothes for their friends were relatively few, less than 10%. From this, clothing is still one of the main contents of Spring Festival New Year's products.

How much do you spend on buying clothes in the new year? 70% of the consumers have a clear budget for clothing consumption, about 30% of the consumers' budget is between 500 yuan and 1500 yuan, slightly less than 20% of the consumers' budget is between 1500 yuan and 3000 yuan, and those who are below 500 yuan and 3000 yuan or less are less than 10%. About 30% of consumers think it doesn't matter how much money they spend. From the survey, most of the people's budget is relatively ample. Ms. Feng said she had been working in the field and had not celebrated her new year at home for 3 years. This time, I must buy two beautiful clothes for my parents, even if I spend more money. Mr. Lu said that during the new year, people would buy some clothes for their families, both the elderly and the children would like it. Ms. Chen said that children have the habit of wearing new clothes for the new year since they were young, and dress up every year for the new year. The temperature in most parts of the country is low this winter, and the demand for coat is also rising. 3/4 of consumers said they would buy their jackets before the holidays, and consumers who preferred sweaters and shoes also accounted for more than 1/4.

"Pull cloth" has become new. fashion

With the development of shopping malls clothing promotions, clothing prices such as winter clothes, boots and cashmere sweaters are also lower than before. But in this survey, nearly 60% of consumers believe that the prices of all kinds of clothing are higher than in the past. Reporters saw in the shopping mall, the price down to more than 2000 yuan long down jacket is not a small number, in the brand counters to buy a pure cotton line clothing often need five hundred or six hundred yuan, the better quality of cashmere sweater, the price of discount is around 1800 yuan, a bottom shirt also two hundred or three hundred yuan. Xiao Zhao is a loyal fan of a fashion brand. She said, "this brand of clothes has been bought for three or four years. Last year, the price of this brand of cotton clothes was around 500 yuan. This year it has risen to around 800 yuan. It is a little expensive. The left side picked the right pick and finally bought a cheap short cotton padded dress, which also cost nearly 700 yuan." "Now the winter clothes in the mall are almost seven hundred or eight hundred yuan, a little better one thousand, four hundred or five hundred yuan, and some of the high-end ones will cost 3000 yuan." Ms. Ge went to the mall and found that there was still a gap between her favorite clothes and her psychological price. In this survey, about half of the people believe that the price of the coat is the most obvious. The sweaters, shoes and children's clothing prices are rising obviously, which accounts for about 10% of the consumers. The price of cotton, labor, logistics and rent increased this year, and the price of garment products has increased evidently.

The survey also shows that price is still the primary factor affecting residents' clothing consumption. In order to save money, 60% of consumers will buy clothes when they discount. The promotion of Spring Festival almost always makes the popularity of shopping malls rise rapidly. A shopping guide often takes care of three or four customers at the same time. It is very busy, and the dressing rooms are full of people. 30% of consumers buy clothes through the Internet. In addition to buying or buying from a special store or directly from a shop, some online clothing brands are also being accepted by more and more people. He told reporters that the clothing design of these brands is simple and fashionable, and the price is not high. As long as the down jacket is 200 yuan, knitted sweaters, shirts and jeans are the cheapest only seventy or eighty yuan, much cheaper than those in the mall.

Another feature of clothing consumption this year is that the old tradition of "tearing cloth" has become a new trend. The reporter saw that the business of cloth shop and tailor shop before the Spring Festival was very prosperous. The middle aged and elderly choose to make clothes mainly to save money, while young people pay more attention to fashion and materials. In a tailor's shop, Li Li's workbench is featuring fashion magazines such as "Ruili", "fashion" and "ELLE". He said, "these books are from the guests. Let's do what we are looking at. The material and processing fee of a woollen coat are only three hundred or four hundred yuan, and the clothes in the same store will be nearly 2000 yuan in the shopping mall.