Warm Winter Selling Spring Clothes Or Winter Clothes? No Consequence Of Stepping On The Rhythm Is Serious.

Since last Friday, it has entered the "39" of the nine cold days.

Though comfortable, it is not necessarily a good thing for the current fashion sellers.

Compared with last year's Spring Festival in 2015 and Hangzhou's late snowfall, this year, garment enterprises are facing the risk of lengthening the sales front and increasing inventory. Meanwhile, with the increasing temperature, spring clothes are also ready to move.

Whether this node should sell spring clothes or winter clothes? Clothing sellers are having a headache.

Warm winter has abated the desire to buy.

"This year, I wanted to start with Moncler, but the weather has not been cold. I don't know when to wear it.

It looks like God saved me. "

Wang Ling, a fashion designer, told reporters the other day that warm winter allowed him to lay aside a plan to buy a new down jacket for ten thousand yuan. If the weather continues to maintain its current state, the plan of starting down and fur can only be done.

There are more than one consumer like Wang Ling, because this winter seems to be a "warm winter" at the moment. It was supposed to be the coldest day of the year, but the temperature was exceptionally mild.

Moreover, it is not only Hangzhou that keeps warm in winter.

The Central Meteorological Observatory said that in the next 10 days (from January 11th to 20th), the cold air force that affects China will be weaker. The temperature in most parts of the country will continue to be higher than that in the same period of the same year. The average temperature in most parts of the north is 2-4 degrees higher than that in the same period of the same year. The temperature in most parts of the south is about 1 degrees Celsius.

The US numerical climate prediction shows that this winter is not only warm in January, but also warmer in February.

Winter wear sales fell 20%

Warm winter, though comfortable, is not easy for clothing sellers.

"The down jacket is not selling this year, and sales of winter wear have dropped by 20% compared with the same period last year."

The manager of the women's clothing department of a department store in Hangzhou said that many brands of winter clothing are now cleared, which is as low as 50 percent off, and is almost the lowest discount in the whole year.

Another shopping mall responsible person also said that last year's climate is relatively warm, and because of the impact of the economic environment, heavy winter clothing sales are not very good. Many suppliers look at this trend, reducing the order quantity this winter, such as the brands of clothing and love group, and so on, the amount of winter clothing is reduced by 20% to 30% compared to the same period last year.

Past cold keeping

At present, it is facing the "cold winter" of sales.

Haining Leather City seller told reporters that this year, fur prices have declined significantly compared with previous years, and even some categories of price cuts.

"Climate warming, coupled with the poor fur market this year, high inventory makes fur more and more difficult to sell."

It is not difficult for consumers to find that clothing retailers have stripped the model's heavy eiderdown clothes and changed the "small and refreshing" line. "Light feather down" has become the main brand of many brands, and more and more fast fashion and sports brands have been making more and more lightweight products in recent years.

Hangzhou retail industry insiders said.

The elongated sales cycle also made brands feel "profitable", while lighter, thinner and cheaper down garments are also easy to replace and replace.

Every new strategy is "wavering".

The temperature is rising, heavy winter clothes can not be sold, and how should spring clothes be sold?

In fact, at the Hangzhou Tower, there was already a brand new spring dress last month.

"Many big brands of spring clothes have been put on for 7-10 days ahead of schedule."

Hangzhou Tower staff said, Tory Burch, WEEKEND MaxMara, Marni and other early spring launched the flagship - since the climate is warm, winter clothes are not sold, why not sell more suitable spring clothes?

In order to catch up with the fashion trend, the international big brands have a new fashion ahead of time, but there are also clothing companies, trying to reduce the stock backlog by lengthening the sales cycle.

"After last year's new year's day, spring clothes have basically come into full market, but this year it is estimated to be in late January.

The average rate of new spring clothes is about 30%, which is at least 40% to 50% in the past year. "

A woman dress manager of Yinlin Yintai said that because spring clothes are hardly discounted and hard to sell, they are still selling winter clothes.

Selling spring clothes or winter clothes? The consequences of stepping on foot are very serious.

"At present, the question before retailers is whether they should sell spring clothes or winter clothes in the counter," said Hangzhou's retail industry.

"In the retail sector, a heavy snowfall in winter can often increase sales of about 30% of the winter clothing. However, this year, Hangzhou has been delayed by heavy snow, making the winter clothing inventory facing risks."

At the same time, the reason why retailers are at a loss is not only the winter inventory risk brought by warm winter, but also the Spring Festival node that came late last year.

"In the past, the Spring Festival was usually in January, and the weather began to warm up.

But this year's Spring Festival in mid February, this means that the sales front of winter clothing is stretched.