As one of the key items of women's clothing, dresses are undoubtedly the focus of women's clothing development every season. Style, fabric, color, silhouette, craftsmanship... Fashion trends are iterating, consumer needs are fickle, and a trend report that combines popularity and market is particularly necessary.
Analysis of the sales trend of the Tao dress market
According to the data of "Zhiyi Technology",Tao platform dress marketThe overall performance was relatively stable, and the seasonal characteristics were significantannualQ2 showed an upward trendforceand in6The peak sales of the year were reached in the month(more than 8 billion yuan).
However, looking at the changes in sales in the past two years, sales have decreased year-on-year almost every month. The sales performance of the latest quarter, 2022Q1, was not as good as last year, reaching a trough in February this year, with sales of about 1.16 billion yuan.
Amoy dresses
Market segmentation category sales trends
Nearly two years of dressesThe key categories are sundresses, shirt dresses, tea break dresses, and strap dresses, the market share of halterneck dresses is shrinking significantly, whileThe market share of suit skirts has increased, in 2022Q1 has ranked TOP5.
Among them, sundresses, as the first category, accounted for 36.55% of the market share in the latest season, and far exceeded the second category of shirt dresses.
The seasonal characteristics of the sundress are more obvious, and like the market, it reaches the peak of the whole year in June, but unlike the market,Sundresses showed a sudden increase in February and March this year, predicting that this year's sales performance will be better than the past two years.
Amoy dresses
Analysis of "high-growth" market segments
Compared with the sales of dress categories in 2021Q1, the top 5 high-growth categories in 2022Q1 are cake skirts, sweater dresses, doll dresses, cheongsam skirts and shirt dresses.Sales were as high as more than 1,000% year-on-year。
Among them, cake skirts have the highest year-on-year growth rate, but the current sales are still lagging behind many other categories; Shirt dresses are a high-growth category, and they are also the category with high absolute sales at present. In addition, sundresses have always been the TOP1 category, and they are showing a positive growth trend, but the base is large and the growth rate is negligible.
2022Q1 Tao dress
The basic situation of the "Top 10 Brands" in the market
Amoy dresses
The basic situation of the "TOP5 brands" in the market
1) In the past two years, the key brands sold in Tao dresses are VERO MODA, ONLY, UR, and Yin'er, which are evenly matched, and their market share has fluctuated in different time periodsZARA has gradually withdrawn from the TOP5；
2) InIN 2020, DRESSO MODA WAS THE LEADER AT THE PEAK OF SALES OF DRESSES, AND IN 2021 IT WAS REPLACED BY UR. After entering 2022Q1, UR began to rank firmly in the TOP1, with a market share of 0.98%, followed by ONLY and VERO MODA, with market shares of 0.83% and 0.80%, respectively.
Wear a slip dress
Market "sales trend" analysis
1) In the past two years, the average annual sales of sundresses on the Tao platform were 2736.9392 million yuan, and the average annual sales volume was 24,373,27 pieces;
2) SundressesThe seasonal characteristics are very remarkable，每年的Q1Q2呈连续性上升趋势，在6⽉份达到销Sales peak. Unlike the dress market, sundresses have not changed much year-on-year in each month over the past two years, and the overall sales performance has been stable and good.
淘系吊带裙
Analysis of "high-growth brands" in the market
1) Compared with the sales of dress-related brands in 2021Q1, the TOP3 with high growth in 2022Q1brand是及冠、致和与IAK，销售额同比增长分别高达1000%以上。
2) Among them, the sales of Geguan and IAK in the first quarter of last year were almost zero, and this year they have become dark horse brands in the dress market; The growth rate of Zhihe is as high as 3000%, and the average price is also relatively the highest (999 yuan / piece).
淘系吊带裙
Market "price distribution" and trends
1) In the past two years, the core price segment of sundresses has been concentrated在0-200元之间；
2) From 2020 to 2021, the lowest price segment of 0-50 yuan sold the best, followed by 100-200 yuan; In 2022, the market share of 0-50 yuan, 50-100 yuan, and 100-200 yuan sundress market will be evenly distributed, all between 25% and 30%.
淘系吊带裙
市场「风格占比」and trend changes
1) In the past two years, the style trend of sundresses has been stable as a whole, with commuter style, Korean style, sweet style, retro style and simple style as the main styles.通勤风一直稳居第一, the market share far exceeds that of other styles, and shows a slight upward trend, accounting for 46% by 2022Q1;
2）居于第⼆位和第三位的韩版风和甜美风，市场占比也较为稳定，但呈现出微幅度下降趋势。
Wear a slip dress
The "proportion of skirt type" and trend changes in the market
1）A字裙⼀直是吊带连衣裙中最主要的裙型，市场占比基本稳定，位居第⼆的Step skirt在近两年内的销售额占比也基本稳定；
2) The large swing sundress has a clear downward trend, and the market share has dropped by 2.4 times in two years, and it is predicted that it will no longer be the main trend this year;
3）包臀裙It has gradually become popular since 2021, and in the 21Q4 quarter, the proportion of sales has exceeded 8%, and until the first quarter of this year, it is still popular, and it is now in the third place after the A-line skirt and the one-step skirt.
Wear a slip dress
"Color distribution" and changing trends in the market
1) In the Tao dress market,The basic color black sells far better than the base color white, the market share in 2022Q1 is 41.14% and 13.72%, respectively;
2) In addition, blue, green, red, pink, and apricot are also the key colors of sundresses, accounting for more than 4.4%. Among them, the blue series ranked first except in Q4 at other times;Since last winter, the red system has been catching up and surpassing, and it has now rushed to the TOP5。
1）近⼀个季度以来，小红书平台有关连衣裙的推文中，除了日常/每日/话题/分享/ootd等基础词汇外，与连衣裙特质相关的声量较高的有：凸显风格或气质的热词(temperament, design, vintage, gentle, high-class, fashionable, French),A hot word that emphasizes the figure(thin, small), andStraight poke the hot word of color(black, white);
2）另外，“宝藏”也是推文中常用的热词，尤其在最近一季度与连衣裙相关的互动量最高的⼀篇笔记中，使用了宝藏这⼀关键词。
1) ZARA, UR, CHANEL是2022Q1小红书连衣裙相关笔记数量最高的三个品牌；
2）UR保持较高的互动量和点赞数，收藏量和评论量也是最高的。
秀场裙装占比分析
1）Dresses are the category with the highest proportion in the spring and summer shows in the past three years, the proportion of the 2022 spring and summer clothing category will reach 32.92%, ranking first;
2) In the skirt sub-category, the share of dresses accounted for 42.07%, down 9.91% from last year, slip dresses accounted for 13.48%, up 26.93% year-on-year, and skirts and dress skirts accounted for 27.41% and 17.04% respectively, and both increased year-on-year;
3) In the rising keywords of the dress category,前卫风格The rise is the most obvious, with a year-on-year increase of 2566.67%, in additionHalterneck collar, cut-out design and truncated versionThere is a rise in heat.
秀场连衣裙「色彩」趋势
1) According to the color analysis of the 2022 spring/summer women's runway dress category, it was found thatBlack, white and gray dressaccounted for the largest proportion, with a data of 25.80%, but it decreased from the same quarter last year, and the earth color system, which also accounted for 17.75%, also had a certain downward trend;
2）本季彩色系连衣裙All of them have increased, and blue dresses accounted for the largest proportion in this quarter, with a data of 16.01%, and an increase of 5.19% over the same period last year;
3) The upward trend of green and yellow is more obvious, with a year-on-year increase of 15.68% and 31.82% respectively, of which two key colors -Irish green and transparent yellow will be the reference colors in the market；
4) In addition, purple, red and orange are also on the rise.
秀场连衣裙「廓形」趋势
1) According to the silhouette analysis of the 2022 spring/summer women's runway dress category, it was found that this seasonX-shaped waist-cinching dressaccounted for the most, with a data of 33.85%, a year-on-year decrease of 6.72%;
2）其次是A型，占比24.52%，同⽐也有所下降；受流⾏趋势影响，占比16.19%的S型（紧身连衣裙）对比去年有明显上升趋势，有43.47%的上升数据；
3）Asymmetrical dresses and T-dresses分别占比9.76%和6.63%，同比上升分别为14.15%和30.26%，经过商业化设计转换，极有可能成为接下来市场向的流行新的突破点。
The "detail" trend of runway dresses
1）According to the process/detail analysis of the women's dress category in the spring/summer 2022 spring and summer show, it was found that it was used in dressesPrinted design的占比最多，数据为22.53%，与去年相比基本持平；其次是抽褶⼯艺，占⽐20.61%，同⽐下降8.44%；
2) In addition, splicing and slit design accounted for 13.45% and 8.50% respectively, and increased by 4.53% and 15.3% respectively compared with the previous year;
3) In this season's runway,A dress with a hollowed-out designThe upward trend of detail technology is the most obvious, with a year-on-year increase of 58.47%.It will be the most concerned detail design point for Spring/Summer 2022-23。
