Why Are The Home Down Clothes Popular In The American Down Clothes In The Winter?

Hot search list has been contracted by down jacket?! come, feel free to feel it.

Wang Feng sent Zhang Ziyi a wonderful down jacket, a Chinese style down jacket and a down jacket in New York.

From the stars to the luxuries, the winter artifact has become ubiquitous.

Why did the past local flavor clothes suddenly become a monopoly product?

Let's take a look at the popularity of the United States, which sells Canada goose and Moncler 1/10 "Amazon jacket".

Although ridiculed by netizens as "Taobao explode five years ago", but because the style is like the cocoon coat of the Paris family, and its function is complete, let Orolay, a brand from Jiaxing, Zhejiang, win the sales champion of the Amazon Women's down coat and coat for two consecutive years.

Look again, Moncler, known as "the emperor", recently held a fashion show in front of the central train station in Milan.

On the big show, the brand released a joint creative series with Valentino creative director PierpaoloPiccioli. Because of its peculiar shape, this "octopus" style down dress dress has a high show style, and all of a sudden, it triggered a heated debate in the whole network.

Although everyone has different understanding of fashion, one thing that can be clear from that is that the down jacket brand with a relatively simple category runs through the new design concept and application scene. Besides functionality, it is creating more possibilities for products and brands.

In the fourth quarter of 2018, third quarter earnings report, Canada goose revenue grew 50.2% to 399 million 300 thousand Canadian dollars.

In 2018, Bosideng's stock price rose by 132.8%, and its high-end sales increased by more than 500%. Bosideng single brand retail sales exceeded 10 billion yuan.

According to data released by HTFMI, a market research firm, the market size of the down jacket Market has reached an average annual growth rate of 18.4% over the past four years, from 51 billion 60 million US dollars in 2013 to US $84 billion 740 million in 2016.

Analysts say that the market of the down jacket market will further expand in the future, and it is expected to reach US $208 billion 500 million by 2021.

Last December, a set of data released by Tmall showed that Tmall sold nearly 2 million down coats in a week, and 100 million people clicked and checked down down clothing.

You cannot stop the down jacket from occupying the earth.

"Cold year" out of dark horse

The most direct cause of the demand for feather clothing is weather.

According to the report of the China Meteorological Administration, the global cooling signal was released in 2017 for the La Nina year.

It is also because of the cold weather assists in the United States, a down jacket brand Orolay from Jiaxing, Zhejiang, has been popular across the streets of New York.

This winter in the United States is the most cold winter in recent years.

A writer in the US magazine in New York described: "on the streets of New York, people can see people wearing a plain down jacket, from east 59 street to East 96 Street on the upper east side or on Queen's road subway, where they can see this down jacket."

Orolay's down coats continue to ferment at a viral rate, and Amazon has more than 6500 evaluations of this down jacket.

Some commentaries say that this down jacket is waterproof and windproof, and is "very practical" at a price of less than $130.

The price performance of this down jacket offers another premise for popularity.

The times are heroes and Bosideng.

Bosideng, 43 years old, worked hard. Last October, with the heat of New York fashion week, Bosideng released a series of new designers. The three international designers were former LV and Paris family designers, RalphLauren former design directors and Yamamoto Teruji students.

According to the relevant data, in the past year, Boston's inventory turnover days dropped from 151 days to 109 days, and online sales accounted for more than 20%. Last year, double 11, Bosideng more than a dozen high-end high-end products, the average price of 1500 yuan, sold out in 5 minutes; in Shanghai Nanjing East Road new Bosideng flagship store, new year's day 3 days sold nearly 10 million.

Bosideng is therefore known as the biggest black horse in the apparel retailing industry in 2018.

Don't rely on heaven for dinner.

The down jacket, which has always been "eating by God", has been hit by functional fashion, and now it is the first to defeat the functional attributes of weather and fashion.

Moncler opened the store to Mexico less than 30 degrees north latitude. Canada geese searched the top ten cities in Baidu, Beijing took the first place, Shenyang tenth, and the other eight cities were southern cities.

Obviously, the young consumers in the market at present are not looking at the functional importance of their down coats.

According to the analysis of the industry, the deep plowing of the down garment brand to the fashion industry has effectively balanced the seasonal limitations of feather down products, and is more conducive to enhancing the competitiveness of the brand.

Not long ago, Moncler held a fashion show of Moncler Genius in Milan. The designers who participated in the collaboration included the original Celine designer VeronicaLeoni, the original Acne Studios men's wear designer Sergio Zambon, etc.

This is not a new down jacket. It's more like a high fashion show in Paris fashion week.

In terms of the product itself, the incorporation of feather materials into new application scenarios may create more surprises for brands.

In the new season, the pet dog senior fashion series launched by MonclerGenius, the series of handbags with Valextra in the Moncler 1952 series, the knitting and accessories series are all stretching the brand width.

Last year, Moncler launched the dog size down jacket, the first time to expand the consumer groups from humans to pet dogs for the first time.

The "Mondog" dog's down jacket, which sells for thousands of dollars, was robbed instantly in Tmall.

Moncler chairman and CEO, Remo Ruffini has said, "we need to constantly provide new experiences and ideas, so Moncler Genius has been planned to distribute multiple series in a year.

We have reformed everything by overthrowing the "Quarterly" concept, launching new products every month, every week and every day, thus greatly reducing the gap between each publication and sale.

Faster finding young people

Compared with the popular clothing category, the price of the down garments is higher, and some international brands are priced at 1-2 yuan, so that young people are willing to take a month's salary to buy a down jacket, which is the result of the continuous innovation of younger aesthetics and brand.

In order to catch the young people faster, the way that brands try their best is to borrow the ability of star or public figures to bring the products into full play in a short time.

Before, Putin wore a picture of a canadian goose walking in the snow, attracting a lot of users' attention.

Seeing this trend, Canadian geese have increased their investment in brand marketing.

They marched into Hollywood to send down clothing to the theater group, trying to expand their brand awareness through the trying out of Hollywood actors.

At the same time, they have been implanted in American TV drama "game of rights" and the movie "seaside Manchester" and so on.

Of course, Emma Stone, Rihanna and other stars dressed in Canada goose out of the street, but also increased the visibility of the brand.

Last year, double 11, the canadian goose Tmall flagship store was on sale for 1 hours, and the turnover was over ten million.

In order to compete with the canadian goose for the Chinese market, Moncler opened a 18 day flash shop in Tmall last September 27th, releasing the exclusive products such as "Genius" series, and jointly released stars, such as Wang Junkai, Ouyang Nana, Di Ali Gerba, Bai Yu, and so on.

RemoRuffini said in an interview that he regarded Tmall flash store as an important step in promoting digital strategy in China.

For Moncler, this may also be a chance for Chinese consumers to re recognize it.

It can be said that behind the explosion of the down jacket Market is the result of consumer demand and brand compliance.

We are looking forward to seeing more homemade black horses like Orolay.