In the era of openness and diversity, the only constant is change.
At present, China's clothing industry is standing at a new crossroads. How to meet the diversified needs of consumers and make further progress with consumers has become a matter for clothing enterprises and brands to consider.
Only by facing the present can we understand the future. Recently, iResearch released the seven major trends in the clothing industry. The report summarizes the capsule series of huanxintuopin, which aims at the disabled but can also be worn by the healthy people, changes from a niche trend to a popular Mountain / outdoor style, degradable pure leather based on plant fiber, and To help brands and consumers to establish a closer relationship between virtual clothing, the collection of functional and parent-child needs of pet clothing, country based fashion and the core of national fashion clothing will become the direction of the future clothing industry, and present new ideas for the clothing industry related enterprises and brands.
Now, the capsule series has gone beyond the original concentration and classic connotation, and extended to a richer content. Brands use capsule series as marketing methods in specific seasons or festivals, and convey fashion attitude through independent themes (such as fabrics). In addition, the brand also launched a series of capsules through cooperation with fashion IP, which frequently tested water in the crowd and category expansion. As Xu Yang, general manager of Greater China region of Archaeopteryx, said, Archaeopteryx is relatively small, and cooperating with palace and Jil sander + hopes that more consumers will be familiar with the brand. During the "double 11" period in 2021, China Disabled People's welfare foundation and China Disabled People's cause press promotion association, affiliated units of the China Disabled Persons' Federation, jointly launched the "one shoe plan" with seven sports brands, providing single shoe sales service for the disabled at half the price of a pair of shoes, so that the minority demand and emotional demand of this huge group are seen by more and more people. Manufacturers, channels and research institutions also jointly promote the development of adaptive clothing: traditional clothing brands launch product series and sidelines, and adjust product details; The special brand of adaptive clothing launched more targeted wheelchair series, accessories and supplies except shoes and clothing; Barrier free research center of Beijing Institute of fashion held a "very beautiful" competition and launched a number of adaptive clothing. ? Affected by the epidemic situation, camping, which can not only be close to nature but also ensure a safe social distance, has become a new way of outdoor activities. ? According to the data, in 2021, xiaohongshu had more than 310000 notes about camping, and in the first half of the year, the search volume of xiaohongshu's camping increased by 428% over the previous year. The increase of camping heat promoted the growth of retail sales of related footwear, clothing and outdoor appliances, with clothing and footwear accounting for more than 50% of the retail sales of outdoor products. In this trend, luxury brands have introduced camping clothing or camping elements. From hiking camping to exquisite camping, "krypton gold" and sharing attributes are obvious. Coffee shops and lifestyle collection shops with exquisite camping as the theme also promote the popularization of mountain lifestyle. At present, there are more than 48000 fur related enterprises in China. From 2017 to 2019, the number of fur related enterprises in China has exceeded 4000 for three consecutive years. With the enhancement of consumers' awareness of environmental protection, consumers gradually have a psychological resistance to artificial leather. Based on plant fiber (such as apple, pineapple, cactus, etc.) and leather cultivated by cells, such as mycelium leather, has emerged. Mushroom leather is regarded as one of the most potential pure leather materials. It can grow into mycelial leather with the form of animal leather without any animal participation. Its advantages are environmental friendly, but the disadvantages are that some of them can not be biodegraded and the yield is limited. ? In recent years, with the maturity of 3D and AR technology, the concept of "meta universe" has become more and more popular. Many e-commerce platforms and clothing brands have launched virtual fitting room functions and virtual clothing. Ar fitting is realized through online app or offline smart mirror. Online fitting can be shared to social platforms to meet consumers' sharing needs. Some luxury brands have launched a pay trial function. ? Luxury and large fashion groups launch virtual clothing through cross-border games, as well as more interactive functions (such as emoticon bags, wallpapers, customized audio, designing your own sneakers, taking small videos and sharing them). Marketing activities in the virtual world is the main way, followed by cooperation with virtual idols or self-made virtual people. As of January 2022, there are more than 288000 enterprises related to "virtual human" and "digital human". As the pet's friends, children, family, etc., the annual consumption amount of single pet continues to increase. According to the data, from 2018 to 2020, the number of urban pet dogs and cats in China is on the rise. In the consumption structure, the proportion of food consumption decreased, while the proportion of diagnosis and treatment and supplies (including clothing) increased. ? Pet clothing is expanding from function to diversification. People's favorite clothing is the main design force point of the existing pet clothing. The pet raincoat, physiological pants and other functional clothing occupy the forefront of the e-commerce pet clothing sales, of which the proportion of raincoat far exceeds that of other clothing categories. ? Compared with the international market, domestic brands explore opportunities in the subdivision of the track, from the perspective of Hanfu, people's favorite style, protective clothing, etc. ? At present, the "generation Z" group has become the backbone of consumer groups. They no longer blindly pursue big international brands. They have become a new daily life style of "Guochao youth" by buying "domestic products", using "domestic products" and drying "domestic products". According to the data, most consumers buy back Guochao products, which is mainly supported by "Chinese style" elements and patriotic feelings, among which the driving factor of "tide" is greater. It can be seen that product design and product quality are the follow-up links of Guochao clothing. It can be predicted that in the future, with the blessing of seven major trends, the innovation speed of clothing enterprises and brands will continue to promote, bringing consumers more diversified consumption experience. ?
