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JD Releases The Trend Of 2024 Home Clothes In Spring And Summer

2024/3/26 10:32:00 0

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With the development of "home economy", pajamas and home clothes are no longer only used in sleeping scenes, but have become a high-quality choice for high-quality clothing at home. Recently, JD Apparel released the White Paper on the Spring and Summer Trends of 2024 Pajama Home Wear (hereinafter referred to as the "White Paper"), which shows that current consumers are more comfortable, special functions and fashion design in the category of pajama home wear, and drive the category of pajama home wear to be more diversified. Among them, purchasing pajamas in sets is still the mainstream, and the separation of upper and lower clothing for purchasing pajama tops and pajamas separately is also becoming increasingly obvious.

From the perspective of the new trend of pajamas and home clothes and consumer preferences, the mainstream trend of pajamas and home clothes in spring and summer of 2024 is to wear out pajamas, sleeping aid pajamas, cool pajamas and functional home clothes, and five styles of fashionable pajamas and home clothes, namely, light luxury, sweet and cute, light sports style, sexy and pure desire, and Chinese retro style, have been formed. In addition, the consumer groups buying pajamas can be divided into five groups: the new middle class with high quality, the rational migrant workers, the family oriented with more money, the loyal conservatives, and the refined young people; The richness of goods, the ratio of quality to price, and after-sales service are the key considerations when they start to buy pajamas and home clothes.

The release of the White Paper coincided with the official opening of the Jingdong Pajamas Festival on March 21, which focused on five major functions, namely, antibacterial and anti mite, healing and sleep aid, cool feeling and skin touching, pet prevention and non sticky hair, and built-in breast pads, bringing big brand new products, star style 5 fold up, and quality pajamas worth 9.9 yuan in a limited time. Consumers can enter the venue for shopping by opening JD APP to search "Pajamas Festival", and easily enjoy high-quality home wearing experience.

Comfort, functionality and fashion

Three core needs of adult pajamas and home clothes

With the improvement of consumers' requirements for the quality of home life, as the core personal clothing, the soft and fluffy comfort, antibacterial, anti-static and other special functions, and fashion are the core needs of consumers.

From the perspective of segmentation styles, the sales share of pajama suits is the highest, but pajama pants, pajama tops and other styles with separate upper and lower clothing show a strong growth momentum. In addition, users have more clear purchasing characteristics of pajamas and home clothes. JD consumption data shows that when searching for pajamas and home clothes, the core search terms of "summer girls in pajamas", "silk pajamas", "pajamas for lovers" and "ice silk in pajamas" have increased 119 times, 39 times and 14 times respectively year on year.

Showing four major functional trends, such as wearable home clothes

Five major wearing styles, including sexy and pure style

The diversified needs of users also stimulate the pajama home clothes to show new functional trends and wear styles. The White Paper pointed out that the wearable home clothes have the characteristics of avoiding vacuum embarrassment, fashion and convenience, and become the trend category with the largest proportion of turnover of pajamas home clothes; Among the technical fabrics and ingredients used for sleeping aid pajamas, consumers' preference for separated pajamas such as pajamas and pajamas has increased; In the trend category of cool pajamas with the characteristics of moisture absorption, sweat elimination and rapid heat dissipation, fabrics such as Modal and Ice Silk play an important role in user decision-making. In addition, the functional home clothes with the functions of bacteriostasis, acarid removal, anti-static and anti sticky hair have a clear trend of popularity. Wearing methods and application scenarios are the key factors that affect consumers' purchase decisions.

On the basis of forming four popular functional trends, the leisure and simple light sports style and sweet and cute style cater to the needs of consumers for comfort and practicality, while the sexy and pure style shows the sexy charm and fresh style of the wearer, becoming the mainstream style; In addition, the simple and luxurious texture, light luxury style, and the Chinese retro style with national style and ancient charm have also become the main style of home clothes that urge consumers to place orders.

The same model of stars is popular, and men prefer fashion after 00

The survey shows that the post-80s and above consumers are divided into two groups: loyal conservatives and rich family members, who pay high attention to product quality and after-sales service respectively; High end cities and post-80s and post-90s women are the main characteristics of the new middle class in the quality of pajamas. This group pays more attention to the richness of the category of pajamas. Users of the post-90s generation with medium purchasing power have formed a rational group of working people for pajamas and home clothes. They prefer brands with high quality price ratio.

It is worth mentioning that among the refined young people who buy pajamas and home clothes, the post-00s are the main group, of which 63% are men. They are more interested in the same model of stars and IP.

Under the influence of "Yueji consumption" and diversified lifestyle, consumers are no longer satisfied with a single functional demand when purchasing pajamas and home clothes, but are more willing to pursue the emotional value and improvement of life quality brought by products. Relying on its supply chain advantages, JD will continue to launch more high-quality and affordable pajamas and home clothes to fully meet the personalized needs of consumers. （ Please click to download the report [Read the original text]