Old Clothes Are Hard To Buy, Style Design Is The Biggest Resistance.

As the weather gets cooler, Ms. Liu, who lives in the thirty thousand foot residential district, wants to buy a dress for her mother. She can walk several shopping malls, but she doesn't get the right clothes. "It's hard to buy an old clothes, not too old, but too dark. A little better looking and dressed doesn't fit. " During the interview, the reporters found that the old women's clothing business in the market has fallen into a strange circle of "not only hard to buy, but also not easy to sell." How to provide fashionable and decent costumes for elderly women and earn a substantial profit for themselves may be a problem for businessmen to ponder over carefully.

Consumers complain that big shopping malls are hard to find old clothes

Ms. Huang is 62 years old. As she grows older, she finds that clothes are getting worse and worse. No matter whether they are street stores or department stores, most of them sell clothes for young people, and they are too few for their own clothes. During the national day, she went to all the major department stores in Changsha for several times and did not buy the right clothes.

"Old clothes can't be seen. Too fast clothes don't dare to wear. The clothes that are not easy to watch are not too tight waist, that is, the sleeves are too short to wear. My daughter always blamed me for not wanting to buy clothes. She knew where she would like to be loved and fit, even if she spent one thousand or two thousand yuan, I would like to buy it. We now have this spending power, but it is difficult to buy goods that we like. "

Ms. Huang told reporters that after getting old, not only the waist was thicker, but also the joints of the extremities often felt chilly and swollen. They could not only wear the waist style, but also wear sleeveless, short sleeved clothes and short skirts. For her, though the dress comfort is the first, there is still little demand for style. Although older, she also wants to dress up and not want others to regard her as an old man.

Reporters visited elderly women's wear shop counters.

Speaking of the dilemma of buying clothes, many elderly people share the same feeling with Ms. Huang. There is a set of survey data on an elderly website: 76% of the elderly reflect clothing. style The dissatisfaction is mainly manifested in the parts of the chest, waist, abdomen, buttocks and upper arms. The other dissatisfaction is 35.6% of the "monotonous color", 25.7% of the "high price" and 14.9% of the "poor quality".

In recent days, reporters visited several shopping malls, supermarkets and clothing stores in downtown Changsha, and found that the number of elderly women's wear shops and counters was mostly distributed in the "mature women's clothing" and "boutique women's clothing" areas in the shopping mall. Because the style is single, the color is dark, and the surrounding young women's clothing has obvious distinction, few people patronize.

As for clothing customization, the reporter learned in the interview that most elderly people are not very acceptable about it. First, the customizing cycle is usually longer than 7 days, and the two is that the price of customization is high, and that a coat is few, hundreds of yuan, and several thousand yuan, which is higher than the price of the shopping mall counters. Besides, the styles and fabrics that can be selected for clothing customization are also limited.

Businessmen admit that old clothes are not profitable.

For consumers, clothes for old people are not easy to buy, but for businessmen, it is not easy to sell clothes for the elderly.

"Most elderly people do not have a high desire for consumption. They buy a few clothes all the year round, and many of them are old fashioned. The price can not be raised, they will not sell, and the profits will be thin." Many businessmen said they would not like to dress for the elderly.

　　 Old women's wear The saleswoman, Ms. Xiao, told reporters that "the fashionable old people do not like our brand. The elderly who like our clothes feel that the price is too high. Only when the discount is great, the clothes sell better."

A department store responsible person in Changsha also said that the major shopping malls are mainly targeted at middle and high-end consumer groups, mainly young and middle-aged people. There are not many elderly people who like to go shopping, and the price of clothing for the elderly is rather high. Therefore, many shopping malls generally do not move on clothing consumption for the elderly.

Experts suggest that the potential market for the elderly clothing should be increased.

According to the relevant prediction, the elderly population in China will exceed 200 million in 2014, and 300 million in 2025, and the proportion of elderly population in 2042 will exceed 30%. The huge population base will provide a broad scope for the elderly clothing market.

However, the upstream factories of the middle-aged and elderly women's clothing are mostly confined to Wuhan, Beijing and Jiangsu. Due to the regional concentration, the styles of the middle-aged and elderly clothing sellers are very similar. It is difficult to form differentiated brands. And most of the elderly clothing manufacturers are still in the traditional stage of clothing production technology, for the elderly clothing design is very few, nor fashionable.

Mr. Zhou, who has been in the clothing business for many years, has his own view: "the old people actually have relatively strong spending power, especially those who are young after 40 or 50. They usually have some savings, and they will buy it when they look at it, and their children are willing to spend money for them. The reason why clothes are difficult to buy is that most of the elderly clothing design problems exist. Mr. Zhou said that because of the increasing age, the body shape of the elderly has also changed, such as body weight, waist circumference, arm thickening, back camel, etc., coupled with the need for warmth due to physical reasons, so the style choice and functional needs of the elderly clothing require a more professional attitude. This requires designers to pay more attention to the choice of patterns, loose and comfortable tailoring and the use of fabrics.

Peng Bingzhong, a professor at the school of economics and trade, Hunan University of Commerce, believes that the development of the clothing market for the elderly. potential Quite large, I hope more businesses will increase their development. Businessmen should pay more attention to the consumption situation of the elderly, which is cheap, cheap and profitable, which will easily lead to the well-known and professional brands that consumers love.