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Fashion Data: 2022 Trend Report Of E-Commerce Clothing In Autumn And Winter

2022/7/5 23:43:00 0

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Who leads the fashion in autumn and winter? In addition to the asexual clothing that has been in the forefront of fashion trend, simple and quiet wind and athflow are also popular, from fashion trend to ordinary families. In terms of color, minimalist black and white still occupy an important position in autumn and winter. However, with the gradual stability of the global living and working environment, people begin to pursue colorful colors, convey optimistic and positive attitude, decorate the national style with bright colors, and release the wild nature of urban functions. The haze of winter has been more gloomy than ever!

As stated in the message sent by China Fashion Designers Association and China International Fashion Week Organizing Committee for the report: in recent years, with the development of mobile Internet, artificial intelligence, big data, 5g and other new round of technology, fashion communication has gradually become "decentralized", and more and more fashion we media have emerged, occupying the minds of users, diluting the discourse power and audience groups of traditional fashion media, With the emergence of "traffic economy", fashion consumption has also shifted from traditional search e-commerce to content e-commerce platform where content producers gather.

"2022 tuiyin e-commerce clothing trend report in autumn and winter" is directed by China Fashion Association and China Fashion Designers Association, and jointly produced by shuoyin e-commerce clothing industry, arithmetic E-Commerce Research Institute and China International Fashion Week Organizing Committee. From the perspective of industry content / consumption, this report has insight into the consumer demand of users who are active in the front line of the trend, so as to predict the trend of the industry, and provide pre-existing guidance for clothing brands / businesses.

The birth of trend

Unlock the ecological power, double explosion of content x goods, driving the growth of clothing scale

In 2022, with the continuous development of various content platforms and social platforms, the presentation of fashion content is further enriched, and the way of reaching fashion information becomes more approachable. Everyone can become the receiver, sharer, disseminator and producer of fashion content. The trend of content management represented by interest e-commerce also stands out from the traditional e-commerce model, helping clothing businesses achieve the integration of marketing and sales, and realize the coordinated growth of product sales.

The rapid growth of shuoyin clothing creators has formed a positive cycle of content creation and content consumption. In December 2021, the number of talent in shuoyin clothing industry increased by more than 33% compared with the beginning of the year, and a large number of professional and interesting content creators emerged. The creativity and expression form of short video content also cater to the preference of the younger generation. The novelty brought by special effects, filters and music is used to make the video content no longer boring. More interesting and non procrastinating fashion content, which is close to their own daily life, is not hard and wide, arouses the waves in the hearts of users, and plays with fashion players.

The trend looks at the tremolo, the rationality joyful oneself has become the new clothing idea

Buffeting has become one of the important sources of consumer fashion information. Fashion bloggers' collocation and sharing content have a profound impact on the consumption decisions of clothing users. According to the survey data, 76.8% of the clothing consumers said that the content platform such as tremolo was one of the important channels for them to understand fashion information, and 42.6% of the users said that watching the "fashion blogger's experience sharing" would be planted grass and generate purchase ideas. Users' attention to fashion information often represents their life style and attitude, and also reflects users' consumption demand for clothing.

"Buy as you like, don't ask about the season" is the consumption attitude of Shuo Yin clothing users. Young people should wear it and keep their silver hair warm.

According to the survey data, 11% of the consumers started to buy autumn and winter products from July to August, nearly 30% of the clothing consumers chose to buy autumn and winter products from September to October, while up to 36% of the consumers said that they had no specific consumption time.

This year, 48.9% of the consumers still plan to spend more than 1000 yuan on clothing. Among the consumers who spend more than 1000 yuan, down jacket is still the main consumer category. At the same time, they show stronger willingness to buy fur, overcoat, sweater, accessories and other categories.

Among the younger generation, 18-23-year-old people always wear top-3 down jacket, sweater pants, hat / Scarf / bag / jewelry, and prefer boots and coats, while the younger generation aged 24-30 especially prefer boots. Consumers over 40 years old pay more attention to the warmth preservation in autumn and winter, and show higher preference for cashmere sweater, fur, thermal underwear and other categories.

It's not so much the fashion trend of the new generation that consumers are more interested in the fashion.

"Understand everything you know", style symbols show their attitude, and consumers are more willing to pay for the design. Designer brand from concept to production, all aspects of its delicacy, uniqueness, this intention is an important reason for consumers to pay for it.

Survey data show that among the consumers who choose designer brands, 64.4% of consumers think that compared with unattainable luxury goods, designer brands are more cost-effective and easy to match, and 57.6% of consumers think that the style of designer brand is distinct and more personalized.

Data source: user survey of arithmetic E-Commerce Research Institute, April 2022, n = 1193

"Collocation is sustainable". Rational consumption also requires freedom of wearing. When you open the shopping cart of consumers, you will find that the biggest change in 2022 is that "there will always be one less garment in the closet" to "learning to leave, and having these 10 items in life is enough".

Content x consumption, double research reveals the trend of autumn and winter in 22 years

Twitter users' consumption of fashion content represents their life style and attitude, and also reflects users' consumption demand for clothing. The research on the relationship between clothing content and consumption can help us understand the consumption trend of clothing industry in advance, so as to better grasp the market opportunities.

From consumer demand to e-commerce transaction growth, we use content competitiveness and consumption competitiveness to evaluate the trend potential of a certain style in the market. Combined with the input of China Designers Association, China International Fashion Week, brand merchants, designers and industry experts, the five autumn and winter trends of adapting to the user demand of shaking tone platform in 2022 are finally determined, which are boyish girl, sports luxury group, low material desire aristocrat, Hualiu researcher and four dimensional idol.

Compared with the data performance of the five major trends, sports luxury, boyish girls and quartic idol show outstanding performance in content competitiveness, consumption competitiveness and content volume performance, which are the mainstream trend direction in autumn and winter of 22 years. And Hualiu researcher, a new consumer force, performs better in terms of consumption competitiveness. The autumn and winter of 22 years can further improve the supply of high-quality trend content and promote the magnitude of trend consumption. However, the cultivation of noble mentality with low material desire has become mature, and the content competitiveness of the platform is better. In the autumn and winter of 22 years, the transaction potential of high-quality supply of this trend will gradually appear on the platform.

　 Five trends in autumn and winter should not be missed

Trend 1: Boyish Girl Unisex

Rise: de labelling

Boyish girls represent a group of consumers who ignore the stereotypical influence of tradition on gender dress. They love unisex.

Girls are not born to wear skirts, boys are not born to wear pants, rigid shackles were broken. "De tagging" is one of the most obvious characteristics. This is where the charm of asexual clothing lies. It is casual and unrestrained. When you wear your favorite clothes, you are also sexy. Sexless is daring to be your own attitude towards life.

You should have more than one girl

From the perspective of subdivided topics, people have the highest participation in the topic of ﹣ wearing their own style, ﹣ feeling of being young, ? handsome girls and ? lovers' clothing, which reflects the attitude of everyone in pursuit of equality, freedom and freedom.

Big names say trend:

Trend look: breaking the stereotype of gender thinking

Boyish girls need trend commodity features: no gender / Unisex style, Unisex emphasizes gender ambiguity or the contrast of traditional gender elements. The items can be the same style with no gender difference between men and women, or elaborate cross gender frame element design, such as lace element added to men's wear design, women's clothing adding stiff fabric to emphasize the sense of neatness.

Trend 2: athflow

Rise: the balance between work and leisure

After 2020, people will have to work at home or semi closed office, so the boundary between work wear and casual wear is no longer clear. People spend more time at home than ever before, which also affects people's style of wearing, and sports luxury school is born. They gradually pay attention to the comfort and fashion of their clothes, and the "athflow" style represented by casual clothes and sportswear is becoming more and more popular.

Mix and match miracle with athflow

From the perspective of subdivided topics, people have the highest participation in the topic of ﹣ sports girls, ? sports wear, ? sanitary clothing control and ? lazy style wear, which reflects the casual and natural and comfortable wearing attitude.

Big names say trend:

Trend look: the collision between fashion and Sport

Sports luxury Party's appeal for trend goods: the collision between fashion and sports. The single product can be formed by the neat and exquisite suit collar, shoulder pad, etc., and the comfort and softness of the sports suit.

Trend 3: low material desire nobility WABI Sabi

Rise: the beauty of imperfection

In the classical aesthetics of the East, there is a kind of imperfect beauty called "Silence". From the simple daily life, we can feel the passing, incomplete and imperfect life. In the fashion design, the simple and elegant natural color system is applied in the clothing design, and the clothing material is mainly natural and environment-friendly fabric. Through simple design, it expresses a design concept closer to nature. The low-key and low-key attire of the nobility was removed. Pragmatism is in charge, redefining the design and function, and the quiet style with plain color and cotton hemp feeling as typical shows good performance in content broadcasting and sales.

With a retro atmosphere of literature and art

From the perspective of subdivision topics, people have the highest participation in the topics of "high-level sense", "simple style", "Japanese style", "cotton hemp literary style" and "Zen", which reflects the pursuit of taste, simplicity and elegance of life.

Big names say trend:

Trend look: basic style with advanced feeling

Low material desire noble commodity characteristics: comfortable and restrained color, natural fabric texture, environmental protection materials, no complex pattern, no unnecessary color. Carrying the concept of environmental protection and sustainable development of Materials & design.

Trend 4: Hualiu researcher Chinese style

Rising: self confidence of Guochao culture

China has great etiquette, so it is called summer; The beauty of clothing is called Hua. At the New York Fashion Week in 2018, China's three major brands, Li Ning, clot and taipingniao, with the slogan of "original in China", moved the national trend to the international stage for the first time, opening the prelude to setting off a new trend of national fashion in the world. More and more traditional Chinese elements are integrated into fashion design, and national tide culture has stepped onto the world trend stage. In terms of tremolo, traditional culture is constantly emerging, and national style and tide have become the key words leading to the trend. Young people are paying more and more attention to and identifying with traditional culture. At the same time, a number of Hualiu appraisers have been developed to continuously explore "new Chinese style" pieces that can integrate modern scenes with Chinese concepts, technologies, designs, elements, etc., and strictly inherit traditional Chinese culture.

The national style will never go out of fashion, and only when it comes to the top of the flow is the Chinese style

From the perspective of subdivided topics, people's participation in the top-notch topics is "national style is just red", "new Chinese style", "national trend", "cross ancient style" and "Hualiu", which reflects the cultural self-confidence and national identity of the younger generation.

Big names say trend:

Trend look: Modern Deduction after cultural heritage

Hualiu researcher needs the characteristics of the trend commodity: not the superficial Chinese style printing, but through the traditional design elements, crafts, etc., the modern interpretation of Chinese culture heritage. Such as traditional intangible cultural heritage / Folklore / totem, fabric, craft (embroidery / disc button / stand collar / sleeve, etc.).

Techweek & yidar

Rise: Science and technology opens a new fashion form

What does technology bring us? The fourth dimension idol represents the new imagination space for fashion brought by the development of science and technology due to the changes of people's life micro scenes and clothing new technology. It emphasizes the collision between its functionality and its sense of future, which shows a surreal sense of urban science and technology. In terms of tremolo, the number of videos related to "functional style" was as high as 940 million times, and the number of videos related to "hot girl", "sweet and hot" and "sweet cool" was 10.29 billion, 51.587 million and 86.445 million respectively.

The contents of urban outdoor, cityboy and hiking, which emphasize both design and power, have a high degree of popularity. With the help of hot topics, they also have good performance in consumption dimension. ? ? ?

High tech Surrealism

From the perspective of subdivision topics, people have the highest participation in the topic of "sweet and spicy", "Y2k", "cyberpunk" and "functional style". Whether it is urban retro or technological function, it is compatible with fashion and pursues release and freedom.

Big names say trend:

Trend look: futuristic deductive law

Four dimensional idol commodity features: through high-tech materials and fabrics, it creates a high-performance multi-functional fashion with a retro sweet fusion of cyberpunk feeling and future urban sense, with a surreal sense of retro futurism.

Trend management

Shaking tone e-commerce is the platform of content x e-commerce integration. The quantity of commodities in the transaction field represents the supply, and the short video audience interaction in the content field represents the demand. We not only need to grasp the trend of the trading market, but also need to understand the potential opportunities in the demand field. How to quickly understand the trend dynamics of the platform, we in the e-commerce compass · strategy version and massive cloud charts, from mining platform trends, to positioning trend characteristics, to calibrating brand trend attractiveness, etc., we provide data solutions for trend mining for businesses, and help the trend new products to explode accurately.

Massive cloud chart - trend insight product module

Based on the comparison of the heat of supply and demand relationship, the attributes corresponding to high supply and demand (active market) and the attribute of demand hotter than supply (blue ocean of opportunity) are separated out, which can provide some guidance and reference for the development of new products in Shuo Yin.

E-commerce compass · strategy market insight module

Combined with the technical sales forecasting ability, it helps the merchants to calibrate the trend product track, and combines with the product measurement ability to double guarantee the accuracy of trend product identification. Through market segmentation portrait insight, combined with the characteristics of brand groups to locate new Ta Group; Content trend insight (search words / content words) to explore the core selling points of new products; Test the sales trend of new products.

Interpretation of the ability of massive arithmetic fire model

In June 2022, the massive Arithmetic & arithmetic E-Commerce Research Institute launched the industry hot spot detection model [kindling], which is an index tool to help content creators of different industries to screen hot spots of twitter platform. Through this tool, you can select the most in, the hottest and the most relevant hot topics in your industry.

In the stage of rushing to the starting line, potential hot spots can be accurately found through model screening; In the gold entry period, through the analysis of hot spot characteristics, creative follow-up shooting is carried out; In the detonating stage, aiming at the target population, the video heating is promoted; In the derivative period, through the marketing of related goods, the integration of product and efficiency is realized.

From the Korean drama "piaoyue" in 2021 to how to become an international supermodel in early 2022, the topic of cross dressing has always been popular among the public. In the autumn and winter of 21, the hot spots of cross dressing occupy half of the country, and the contrast between the former and the latter is eye-catching. The autumn and winter of the year 22 is coming. Businesses and talents can continue to pay close attention to the industry related hot spots, select high relevance and high heat hot spots for follow-up shooting, help catch the trend of high-quality content of tremolo, and help you get hot spots in science! ?

At the same time, the clothing content marketing center also provides stronger data and resource support for the content landing of merchants: the industry hot spot detection model helps clothing merchants grasp the flow, monthly industry category trend topics, marketing topics, etc., linkage industry trend marketing planning coordination, from content to consumption, comprehensive layout, and help clothing merchants to drain and close transactions.

In the clothing marketing planning, a series of trend marketing fields will be further launched, and the IP of "shaking in the new trend trend grass planting machine" will be specially created to focus on and amplify the influence of trends and boost the explosion of trend products.

What is the trend?

Trend can be a definition brought by big names from all walks of life,

It can also be the breaking and evolution of boundaries brought about by lifestyle changes,

The market consumption and the trend of life have evolved several times,

Clothing brands, are you ready for the challenge?

The emotional expression and dressing taste of consumers for fashion

Fashion trends and quality technology requirements are higher and change faster,

Fabric, color, style and other elements,

The competition is who can draw out the single product that is in line with the psychological changes of consumers.

Consumers will continue to pay more attention to new fashion trends and business trends before 2022. Welcome to pay attention to the official account number of @ massive arithmetic and search for the topic of ? in new fashion. Watch the authoritative interpretation of the report and new ways to play get trend!