Cold Air Starts To Warm Clothing, Down Jacket And Cashmere Sweater Consumers Pay Attention To

Recently, cold air began to sweep across the country, and the northern region also ushered in a general cooling. All kinds of warm clothing, such as down jacket, cotton padded clothes, sweaters, scarves and gloves, have received a lot of attention from consumers.

Among the thermal clothing, down jacket and cashmere sweater, as "universal" clothing, are favored by consumers, and both men's and women's clothing have maintained a high sales proportion and growth. In addition, men's leather pants and customized clothes are the growing types of men's clothing, while woolen overcoats and sweaters are the more popular types of thermal clothing in women's clothing.

In terms of the regional consumption characteristics of down jacket, Beijing, Jiangsu, Shandong, Liaoning and other provinces accounted for a higher proportion of turnover, while Hunan, Henan, Anhui, Tianjin and other provinces and cities showed a better performance in terms of growth. Consumers in Zhejiang, Fujian and Jilin bought more men's down jackets, while consumers in Beijing, Guangdong and Hubei bought more women's down jackets.

Consumers' attention to down jacket is mostly focused on the product material and quality, such as the amount of filling down, anti drill down, etc. The style design of down jacket has also received high attention, such as retro fashion, three-dimensional modeling and so on, which have achieved a high month on month increase. In terms of the consumption of down jackets by different groups of people, the demand of "post-00s" and "post-90s" consumers is more vigorous.

The focus of thermal underwear is mainly on product quality, such as not easy to deform, not easy to pilling, etc., while the focus on the characteristics such as exquisite edging process and lightweight is higher than that of other products; The key words with high attention index of cashmere sweater are business leisure, comfort and skin friendly, while the attention index of soft texture, warmth retention, neckline design, etc. has increased significantly.

On the whole, the quality of thermal clothing is very important to consumers. Consumers have high standards and diversified demands, whether for thermal effect or comfort, style design or durability. If major brands want to capture the hearts of young consumers, warm clothing should not only be warm, but also fashionable, so as to organically combine function and beauty.

(Source: Economic Daily)