排骨羽绒服，为何成今冬顶流？

Core Insights - The popularity of "ribs down jackets" has surged this winter, with multiple trending topics on social media platforms indicating significant consumer interest [1][2]. Market Performance - On Xiaohongshu, the "ribs down jacket" topic has accumulated 180 million views, with several posts receiving over 10,000 interactions, and popular outfit posts garnering 14,000 likes [2]. - In Henan, merchants report selling thousands of these jackets, attributing their success to innovative styles, diverse colors, and suitability for various body types, especially in a relatively warm winter [6]. - In Zhejiang's Jiaxing, the acceptance of "minimalist style" down jackets is high, with improvements in filling amount, fluffiness, and fabric quality enhancing both aesthetics and practicality [6]. Brand Dynamics - Various brands are competing in the "ribs down jacket" market, including traditional down jacket brands like Bosideng and Xuezhongfei, as well as outdoor brands like Decathlon and Anta, with monthly sales reaching thousands or even tens of thousands of units [8]. - Luxury brands such as Miu Miu and Balenciaga have also entered the market, indicating a shift in perception of these jackets from basic winter wear to fashionable items on the international stage [10]. Consumer Preferences - The popularity of "ribs down jackets" can be attributed to three main factors: 1. Weather conditions, as the jackets are lightweight with filling typically under 100 grams, making them suitable for temperatures around 20°C [14]. 2. Cost-effectiveness, with prices generally ranging from 150 to 300 yuan, making them accessible while alleviating production and inventory pressures for retailers [16]. 3. Quality and style, with brands like Uniqlo offering high-quality materials and versatile designs that cater to current consumer preferences for simplicity and practicality [16]. Fashion Trends - The rise of "ribs down jackets" reflects a broader trend towards casual wear in various sectors, resonating with the aesthetic of "effortless fashion" [19]. - Analysts predict that the demand for these jackets will continue due to their functional, aesthetic, and social appeal, with potential for further audience expansion as material technology and design styles evolve [20].