服饰行业周度市场观察2024年第35周

Industry Trends - The 2024 fashion trends for apparel, footwear, and bags include outdoor activities, Chinese-style clothing, minimalist classics, antibacterial comfort, and casual sports styles [2] - Outdoor activities have driven demand for multifunctional clothing, while Chinese-style clothing has gained popularity with over 19.2 billion views on Douyin [2] - Consumers prefer products priced under 50 yuan but are gradually accepting mid-range priced items [2] - Brands like Woodpecker and Caoben Chuse have successfully boosted sales by showcasing product features and usage scenarios [2] Luxury Brands and Airport Retail - Airports have become a key sales channel for luxury brands, with airport luxury stores growing by 11% from 2018 to 2019 despite only accounting for 6% of the total market share [3] - Brands like Louis Vuitton have opened flagship stores in airports, such as Shanghai Hongqiao Airport, which has been dubbed the "Luxury Avenue" [3] - The recovery of international travel has led to more luxury brands entering airport retail spaces [3] Counter-Seasonal Sales and Brand Strategies - Brands like Bosideng are leveraging counter-seasonal sales by promoting winter clothing in summer through platforms like Douyin, emphasizing fashion, practicality, and discounts [4] - Counter-seasonal sales help brands alleviate inventory pressure, extend product life cycles, and test new products early [4] - Influencers play a role in driving sales by creating urgency and quickly explaining product benefits [4] Sun Protection Market and Challenges - The sun protection market is expected to reach 95.8 billion yuan by 2026, driven by social media-induced anxiety about skin whitening and anti-aging [4] - However, market homogenization and high marketing costs have led to low profitability, with some brands having operating profit margins as low as 6% [4] - Brands are emphasizing "black technology" like high UPF values, though UPF50+ is sufficient for daily use [4] Growth of Sportswear Brands - Asics, Adidas, and On Running were the fastest-growing sportswear brands in the first half of 2024, with Asics seeing a 600% increase in transaction volume [6] - Adidas reported global revenue of 11.28 billion euros, a 10% year-on-year increase, with five consecutive quarters of growth in Greater China [6] - On Running's sales grew by 24.4%, with a 73.7% increase in the Asia-Pacific region [6] Fashion Week and Chinese Designers - The 2025 Spring/Summer London Fashion Week will feature 11 Chinese and Chinese-descent designer brands, including Huishan Zhang and MITHRIDATE [7] - Chinese e-commerce platform JD.com will collaborate with brands like Hazzys and Ellassay to host fashion shows during the event [7] Luxury Brand Collaborations and Trends - Loro Piana is embracing collaborations with streetwear brands like Dickies and New Balance to attract younger consumers and expand its market influence [8] - The brand is celebrating its 100th anniversary by exploring new territories and blending luxury with streetwear culture [8] Sneaker Market and Retro Releases - The sneaker market is seeing a resurgence of retro releases, with classic models like the Nike Air Force 1 PlayStation potentially returning [9] - While retro releases can boost short-term sales, they may also lead to consumer fatigue and dilute brand uniqueness [9] Uniqlo's Strategic Adjustments - Uniqlo is expanding its sales channels by joining Taobao's one-hour delivery service and increasing live-streaming efforts to combat declining sales [11] - The brand is also optimizing its store structure by closing underperforming stores and opening larger flagship stores to enhance brand experience [11] Designer Brands and Market Expansion - Australian fashion brand Zimmermann is opening its third store in China, located in Beijing's Sanlitun Taikoo Li, as part of its global expansion strategy [12] - The brand faces challenges in attracting customers in a competitive market dominated by local designers [12] Nike and LEGO Collaboration - Nike and LEGO have announced a multi-year collaboration aimed at combining creative play with sports energy to foster children's creativity and confidence [13] - The partnership will include limited-edition products and community events to promote the concept of creative play [13] Outdoor Brand Expansion in China - Japanese outdoor brand Goldwin has opened its second store in China, located in Chengdu's Taikoo Li, as part of its strategy to deepen its presence in the Chinese market [14] - Despite strong product offerings, the brand faces challenges in building awareness in a competitive high-end outdoor market [14] Sustainable Packaging in Luxury - Five Italian packaging companies have merged to form Mosaiq Group, focusing on sustainable packaging solutions for the luxury industry [15] - The new group is backed by private equity firm Arca Space Capital, which holds a 68% stake in the venture [15] Marketing Campaigns and Brand Growth - LILANZ implemented a series of summer marketing campaigns, including collaborations with "China National Geographic" and participation in the reality show "Call Me by Fire," which boosted brand visibility and sales [17] - The brand's innovative wrinkle-free shirts have been well-received, contributing to improved financial performance [17] Jewelry and Streetwear Collaboration - Chow Sang Sang partnered with streetwear brand Randomevent to launch a limited-edition diamond Charme collection, blending luxury jewelry with urban fashion [18] - The collaboration included a pop-up experience space in Shanghai, showcasing new designs and IP-themed products [18]