Core Insights - The apparel market is showing resilience in a fluctuating consumer environment, with retail sales of clothing, shoes, and hats increasing by 3.1% year-on-year in the first half of 2025 [2][3] - Social media engagement for autumn/winter apparel has surged, with Douyin's content views exceeding 80 million and Xiaohongshu's related content voice surpassing 12 million, indicating a strong pre-season demand [2][4] - The consumer demand has evolved from basic warmth to a comprehensive expression of style, scene adaptation, and emotional value, driven by a new wardrobe construction logic [2][5] Industry Trends - The clothing price index has remained above 100 since January 2023, indicating a stable and upward trend, with a peak of 103.09 in the first half of 2025 [3] - The dual attributes of clothing as both a necessity and a means of self-expression have led consumers to prioritize high-quality, stylish products even during economic downturns [3][5] - The autumn/winter apparel market is characterized by a clear category structure, with tops being the core pillar, particularly down jackets, sweaters, and hoodies [6][7] User Demand - Female consumers dominate the market, accounting for 62.6%, with the 25-34 age group representing nearly 40% of the core user base [5] - There is a significant shift in consumer focus from basic functionality to emotional value, with 83% still prioritizing warmth, but increased attention on fashion, comfort, and aesthetic quality [5][6] - Users are increasingly seeking high-quality materials and versatile clothing that can adapt to various scenarios, reflecting a demand for "one garment, multiple wears" [6][10] Scene Segmentation - The commuting scene is the primary consumption area, accounting for 36% of the volume, with a 14% growth rate, emphasizing the need for effortless dressing that balances professionalism and comfort [7][8] - Outdoor apparel remains stable in user interest, with a focus on functionality, aesthetics, and adaptability to different scenarios [10][12] - The rise of specific styles such as "Amber Flow," "Safaricore," and "New Retroism" reflects diverse consumer preferences and the blending of vintage elements with modern design [12][15] Brand Strategies - Brands must focus on understanding the core consumer group of high-line city women aged 25-34, balancing cost-effectiveness, functionality, and design [17] - There is a need for tailored products and marketing strategies that cater to specific scenarios like commuting and outdoor activities [17] - Engaging with social media platforms like Douyin and Xiaohongshu is crucial for brands to create trending topics and resonate emotionally with consumers [17][18]

Group 1 - The 2025 autumn and winter apparel market shows robust growth, with retail sales of clothing, shoes, and textiles increasing by 3.1% year-on-year from January to June 2025 [12][14] - The core consumer group consists of women aged 25-34 in high-tier cities, accounting for 62.6% of the market, who are willing to try new brands and styles while focusing on cost-effectiveness, functionality, and fashion expression [24][25] - The demand for apparel has shifted from basic warmth to fashion expression and quality experience, with popular styles including "elegant," "freedom," and "vintage" [28][29] Group 2 - The main categories of consumer interest are tops, with down jackets, sweaters, and hoodies dominating, while jeans serve as a basic item in bottoms, and running shoes and hats are favored in footwear and accessories [26][30] - Different consumption scenarios show distinct preferences, with sweaters/knitwear preferred for commuting, while outdoor activities focus on hoodies, jackets, and down jackets [34][36] - The emotional value and aesthetic experience have become primary market drivers, with consumers increasingly prioritizing fashion sense and quality in their purchasing decisions [28][30]