Core Insights - The Double 11 shopping festival has shown significant growth in the fashion apparel category, particularly in the live streaming segment led by Li Jiaqi, with overall growth exceeding double digits and specific categories like lingerie seeing nearly 30% growth [1] Group 1: Consumer Trends - Trend 1: Lingerie and loungewear have emerged as the fastest-growing segments in Li Jiaqi's live streaming, with brands like Victoria's Secret seeing over 200% growth, driven by innovative product strategies that cater to diverse consumer needs [3] - Trend 2: The demand for winter clothing has surged due to nationwide temperature drops, with down jackets and outdoor jackets becoming essential items. Down jackets account for 60% of women's apparel sales, significantly boosting the overall women's fashion segment [4] - Trend 3: There is a rising trend towards stylized women's clothing, with consumers increasingly seeking design and style in their apparel. This shift is reflected in the growing popularity of "high-intelligence" outfits, which cater to the evolving fashion expression needs of women [6]
李佳琦直播间双11服饰品类稳健增长 呈现三大消费新动向
Sou Hu Cai Jing·2025-11-04 10:43