服装丨市场观察 本周看点： -老铺黄金火了，「周大福们」跟上了吗？ -奢侈品牌如何为"超级贵宾"打造不一样的 VIC 空间？ -国货美妆2024年业绩拆解，50亿成为TOP6新门槛。 行业环境 1.老铺黄金火了，「周大福们」跟上了吗？ 关键词：黄金珠宝,古法工艺,高端商场,年轻消费,文化审美 概要：老铺黄金凭借"古法黄金"工艺创新、高端商场布局及VIP服务体验，在金价上涨背景下 逆势崛起，24年36家门店实现85亿元营收。创始人徐高明将其定位为奢侈品品牌，对标爱马 仕，目标单店年销售额超10亿元。品牌吸引年轻消费者与高净值人群，会员年内增长至35万。 老铺黄金计划拓展国际市场，推动全品类黄金奢侈品发展，形成与周大福等品牌的良性竞争。 2.飞速涨粉的"服饰成分党"博主，靠讲面料破圈了？ 关键词：服饰成分,面料分析,服装博主,理性消费,品质生活 概要：新一代"服饰成分党"博主以面料、版型为核心，科普服装材质优劣与选购技巧，多为行 业资深从业者。他们通过分析纤维成分、缝线工艺等细节，帮助消费者规避购买误区，获大量 关注。代表如"十一讲服装"和"Tina面料测评"。相比传统博主，更注重专业性和实用性，满足 年轻女性对 ...

Core Insights - The outdoor market is experiencing significant growth, prompting brands like Arc'teryx and Lululemon to intensify their focus on outdoor footwear [1][2][10] - Both companies are responding to slowing growth in overseas markets and are seeking new revenue streams by expanding into specialized outdoor footwear [2][16] - The establishment of dedicated footwear divisions by Arc'teryx and the launch of new products by Lululemon indicate a strategic shift towards becoming leaders in the outdoor footwear segment [5][10][14] Company Strategies - Arc'teryx has launched an independent Footwear Business Unit to enhance its focus on hiking and trail running shoes, with expectations of over 60% revenue growth in this segment by 2024 [2][5][10] - Lululemon has introduced new outdoor gear, including the Wildfeel Trail running shoe, as part of its strategy to expand its footwear offerings [1][7][8] - Both brands are leveraging their established market presence in China to capture a growing demand for specialized outdoor gear [2][16] Market Dynamics - The outdoor footwear market is becoming increasingly competitive, with numerous brands, including Columbia, HOKA, and Salomon, opening new stores and enhancing their market presence [4][19][22] - The Chinese outdoor market is projected to reach a total scale of 3 trillion yuan by 2025, indicating substantial growth potential for footwear [14][16] - The influx of international brands into the Chinese market is intensifying competition, making it essential for established players like Arc'teryx and Lululemon to innovate and expand their product lines [22][25] Consumer Trends - There is a rising trend of female participation in outdoor activities, which Lululemon aims to capitalize on, given its strong female customer base [10][14] - The demand for outdoor footwear is driven by its necessity as a safety equipment and its relatively short lifespan compared to apparel, highlighting its market potential [14][16] - Consumer preferences are shifting towards brands that can deliver high-quality, specialized footwear, making product performance a critical factor in brand success [23][25]