“排骨羽绒服”靠“接地气”吸引年轻人

Core Insights - The "ribbed down jacket" has gained popularity this winter season, transitioning from a niche item to a mainstream fashion choice, prominently featured in both offline stores and social media discussions [1][4] Group 1: Market Trends - The "ribbed down jacket" is prominently displayed in retail stores, with some popular styles already sold out, indicating high consumer demand [2] - Online platforms show over 460,000 related products for the "ribbed down jacket," with core topics receiving billions of views, highlighting its viral status [4] - The trend towards lightweight and stylish outerwear is evident, with sales of "ribbed down jackets" exceeding expectations in various stores [6] Group 2: Consumer Preferences - Consumers appreciate the "ribbed down jacket" for its lightweight and slim-fit design, addressing the common issue of traditional down jackets being bulky [4][6] - The jacket's design has evolved to appeal to younger consumers, with a focus on fashion and practicality, as seen in its popularity on social media platforms [4][7] Group 3: Production and Supply Chain - The production process of the "ribbed down jacket" is characterized by its ease of mass production and strong controllability, allowing for rapid inventory turnover in response to market demand [5] - The manufacturing technique involves precise control over the down filling and stitching, making it less complex than traditional down jackets, which contributes to its scalability [5] Group 4: Historical Context and Cultural Shift - The "ribbed down jacket" was first introduced by Patagonia in 2005 but was previously viewed as unfashionable; its resurgence reflects changing consumer aesthetics and preferences [7] - The rise of the "ribbed down jacket" aligns with a broader trend of embracing non-traditional styles, challenging conventional beauty standards and appealing to a desire for individual expression among younger consumers [7]