Outdoor Clothing From The "Niche" Into The Mainstream Market

Originally "minority"

Outdoor fashion fashion

Outdoor clothing, originally a small category of clothing, has been replaced by traditional outdoor sportswear and snow trousers, which are dominated by The North Face (Lo J Faith) and Columbia (Columbia) in recent years.

Because consumers are increasingly demanding clothes.

Such a trend has already emerged.

It is not only in leisure holidays and playgrounds, but also in offices and informal meetings, people often wear outdoor clothes.

Recently, reporters in the outdoor brand Mont. Bell (Dream Road) located in the world trade scale shop, saw a close to the formal coat of men's leisure long windbreaker is hanging in the store's obvious position, lady grabbed pants and so on has also been made very slim style.

Zhang Song, manager of Mont Bell, said that since this year, outdoor brands have changed the past heavy style, and the leisure style has been added to the costumes, and women's wear has been added to the style of self-cultivation.

"This style is very popular in China, Japan and Korea."

An outdoor costumer enthusiast also said that outdoor clothing has always been very attractive in terms of warmth and function, but the effect of previously bloated clothes has made beauty lovers "look at clothes and sigh."

If the design is improved, consumers will prefer it, and there will be more occasions suitable for wearing.

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Recently, the scene of sports brand selling is gradually coming to an end. The outdoor brand has taken the baton and gradually replaced the market position of sports brands such as Nike (Nike) and Adidas (Adidas).

Liu Ming, deputy general manager of Beijing Zhuang Sheng Guang Guang Department store, told reporters that the sales performance of sports apparel brands in the shopping malls declined significantly, and replaced by the rising performance of outdoor clothing brands.

Outdoor clothing has gradually replaced the previous position of sports brand in the minds of consumers.

Mont Bell (Dream Road) parent company is a LS group separated from LG group of Korea.

LSNetworksCEO Jin Sheng Dong told reporters that consumers are the real "designers" in the market.

The company's research data show that China's outdoor consumption market is growing at an annual rate of 30%.

Tian Wei, manager of outdoor brand mangrove Cui Mei peony garden, also said that the growth of outdoor brands in China has been very fast in recent years.

With the improvement of people's living standard, consumers are becoming more and more fastidious about clothing. The function of clothing is no longer just to resist the cold, but also to meet the needs of personal taste display and social interaction.

And the traditional sportswear, which was once very popular in the past and once worn by Chinese people, is now the most important choice for the elderly, children and young people.

Debate on technology and style

The sales manager of an outdoor brand questioned the improvement of the dress.

He said that the outdoor brand itself is a small consumer goods. People who really love extreme sports do not care about the style of clothing design. More attention is paid to whether clothing can play a supporting role in extreme sports.

Jin Shengdong said that the combination of outdoor clothing and fashion is the trend of the times, and brands should be changed according to the design styles of consumers in different regions.

Like Mont. Bell's lightweight down jacket, there is no outside bag in Korea, but because of the custom of Chinese consumers, the thin feather down clothing sold in China has been added to the outer pocket design.

Outdoor brands want to change from mass consumer goods to the mass line, which is the precondition for pandering to the aesthetic standards of most consumers.

Kang Lanxin, Dean of vocational education of Chinese collocic division and Dean of clothing and collocation school, said that if outdoor brands want to occupy a larger consumer market, they can consider creating a more fashionable sub card, or developing functional and fashionable two design styles.

Consumers who are keen on outdoor sports will choose the functional type, while those who like to wear outdoor clothing will choose the fashion type.

This will be of great help to attract more consumers and occupy the market.

Tian Wei said that whether it is to change the design style according to consumer preferences, or to insist on the original design style of outdoor products, and maintain the unique technology and quality, can consumers really like and buy.