Middle And Old Age Fashionable Women'S Clothing Is Facing Market Choice.

"For a long time, middle-aged and old women's clothing is far away from brand and fashion."

Ye Fang said, "apart from the Beijing Xidan department store and Tianjin Industry Park, there are no middle-aged and elderly clothing counters in over 99% of the first tier cities.

Second tier cities, more than 90% of the large shopping malls do not have clothing for middle-aged and elderly counters.

"Fashion women's composition, but also with the middle-aged women wear.

There is not a brand that focuses on middle-aged and old women's clothing in women's wear TOP100, and the well-known enterprises and leading enterprises in China's clothing industry rarely put in the clothing market for the elderly. "

She said that at present, most of the enterprises targeting "middle-aged and old women's clothing brands" are small and medium-sized enterprises.

And more middle-aged and old women's clothing manufacturers are smaller known enterprises, or even small workshops.

The final situation is that the middle-aged and old women's clothing has become the pronoun of "low-grade women's clothing".

Prior to this, Fang Fang went to Korea to conduct market research, which left a deep impression on her.

She said that in South Korea, from nine to two years old, the Korean women go out to school very carefully, one is careful makeup, and the other is carefully dressed.

Especially the sixty year old president.

On TV, everyone is amazed.

"Fashion is an integral part of quality of life."

In her view, people's living standards and quality of life have climbed steadily in the past twenty years.

But the quality of life of middle-aged and elderly groups is not obvious.

In recent years, the world has been praising Peng Mei's elegant temperament and fashionable dress.

Influenced by it, the fashion consciousness of Chinese people, especially the fashion consciousness of middle-aged and old women, is slowly improving.

But the market's reaction is slow, which leads to the disconnect between the brand and the fashion market.

Why does the market leave this "mother group"?

In an interview, there are several reasons for the market gap of the fashionable clothing for the middle-aged and the elderly.

First of all, the group itself lacks fashion awareness.

We say "

"Mainly in the age of 45 years old ~55 years old.

This generation generally experienced poverty and hunger brought about by natural disasters. In those days, people still struggled to get enough food and clothing and did not have the heart to pursue fashion.

Especially after 60 years, the group also experienced the age of "no love for red makeup, love and arming", and olive green uniform became the so-called "fashion".

By this age, they will feel old and frail and lose their pursuit of fashion.

"In Asia, Korean women have a strong sense of fashion.

Even a white haired old lady will dress up before going out. "

Ye Fang said that in China, "mothers" still lack such awareness.

Followed by "Mom fashion" production costs are high.

One of the major characteristics of middle and old age women is that they have large changes in body shape, and the people of the same age group have different shapes.

This means that every style needs to take care of different sizes.

A small amount of money means that the increase in production costs is "not necessarily a thankless job".

"In some places, even middle-aged and old women's clothes are made into large size women's clothing."

Ye Fang said it is obvious that this is the mass production of producers in order to reduce costs.