Down jacket marketing moderate fashion and e-commerce singing protagonist (Figure)

The winter of down jackets that consumers like to keep warm and fashionable has finally arrived. This year, due to factors such as rising raw materials, soaring processing fees, and high labor wages, how should the down apparel enterprises in the winter overtake?

To keep warm or to fashion It is understood that the current down jacket marketing more diversified, can be roughly divided into three categories: young, stylish, vitality, affinity as a brand positioning, to 80,90 after the target consumer group; Leisure, fashion, nature as a brand positioning, target consumer groups are female consumers aged 18 to 25; with fashion and leisure as the core positioning, the target consumer groups are middle to high-income working-class workers aged 25 to 60 years old.

Although the above marketing orientations all involve fashion, consumers have their own opinions. Li Yue, who lives in Shiqiao, is a young lady. She said: “I can’t stand the design of bloated down jackets. Not only has the body curve been buried, but many of the down jackets available on the market are old-fashioned.” But Ah Lu, who lives in Dashi, lives there. But it is more real, she said: "Down jacket can be fashionable, of course, is good, but he will not numb to pursue the new style, because the new down jacket prices are more expensive, he still pays more attention to warm function."

Modest fashion sought after For the business, consumer demand is really difficult to adjust. Therefore, experts from the down apparel industry pointed out that “only 'moderate fashion' is the most popular, and those fashions that only a few people are concerned about are not moderate fashions that we are referring to. Our goal is to enable the general public to enjoy fashion. It's just right fashion."

It is understood that China's down apparel is undergoing a transition from rough processing to brand management. In contrast to the old miscellaneous competition, the current market is a reputable and competitive brand that stands out. The industry believes that “moderate fashion” will surely Become the mainstream of industry development.

E-commerce has become a new marketing opportunity In recent years, some clothing giants have begun to target e-commerce, the sales campaign hit the Internet, down jacket brand can not help but show weakness, many brands have opened an online flagship store, they are optimistic about e-commerce brought to the down jacket industry in the future Development opportunities.

The reporter interviewed Mr. Guo, a shop owner who runs down jackets on Taobao.com, he told reporters that some online distributors are reluctant to do post-sales management, but we are not. Our online shop's image packaging and after-sales service are all unified by the company. The reputation of the brand has been greatly improved, and repeat customers have also increased year by year. In the future, Mr. Guo plans to continue to expand the size of online stores and continue to occupy places where there are less shops, such as Guangxi, Yunnan, and Guizhou, hoping to make their own down apparel business bigger and stronger through e-commerce.