Consumers Do Not Like To Buy Clothes? In Fact, It Is More Critical.

A group of statistical data in recent days, slightly deliberate, quite interesting.

First, the National Bureau of statistics data show that since the fourth quarter of 2017, clothing and cloth sales have declined to varying degrees. Among them, clothing sales in 2018 were 54 billion 60 million, compared with 71 billion 910 million in 2017 dropped by 24.8%.

In terms of quantity, consumers buy less clothes. The statistical results of China's commodity sales released by the China Federation of Commerce and the China National Business Information Center also showed that in 2018, the volume of retail sales of clothing in major retail enterprises nationwide dropped by 4.2%.

However, while the number is decreasing, clothing consumption expenditure will not decrease or increase. Also from the National Bureau of statistics data, in 2018, the per capita clothing consumption expenditure of the whole country was 1289 yuan, an increase of 4.1% over the same period last year, and the growth rate was 1.2 percentage points faster than that of the same period last year.

Recently, along with the sudden cold wave, a group of data on the down garments showed that the price of the fast fashion brand down clothing has been raised this year. Among the 68 fast fashion brand down garments, the proportion of thousand yuan or above products is 30.9%, which is the highest in all price bands. At the same time, the down jacket below 1000 yuan is relatively cold.

Comparing the above data, it is not difficult to see that consumers buy less clothes, but the "grade" has also improved. Taking down garments as an example, with the rising consumption level and the changing consumption concept, down jacket is changing from the role of necessities to fashion items, and the demand for purchase is changing from functional demand to fashionable demand.

Driven by the once popular trend of "breaking away from home", perhaps the consumer wardrobe is "subtracting" while the clothing grade is being added.

Instead of buying clothes, consumers are more picky and more particular. The relevant enterprises should consider how to better cater to the tastes of consumers in the next stage of product development.