"2022/23 Knitwear Industry Insights and Trend Analysis"
2022-07-07
Zhiyi Technology
Zhiyi Technology is a national high-tech enterprise driven by artificial intelligence technology, committed to using AI to help the apparel industry, with image recognition, data mining, intelligent recommendation and other core technical capabilities, constantly upgrading the service system, and independently developed a series of data intelligence SaaS products in the apparel industry, such as Zhiyi, Zhiqian, Meinian, etc.
It's the height of summer, and the apparel industry has begun to prepare for the new autumn and winter styles. The lightweight material of knitted items also has the characteristics of warmth, comfort and aesthetics, which makes it frequently popular in cross-season and has become the focus of recent clothing companies.
Produced by Zhiyi Technology"2022/23 Knitwear Industry Insights and Trend Analysis"，通过解析Runway fashion trends,市场消费数据In order to provide garment companies with a reference for the design and selection of knitted items.
01. Knitwear runway trend analysis
04. Knitwear category sales analysis
*Note: This article is based on portions of the report and has been slightly abridged.扫描文末二维码添加Elisa微信号，即可免费获取完整报告。
The keyword analysis of "Zhiyi Technology" is mainly based on:风格、图案、colorSilhouettes, craftsmanship, fabrics, accessories and collarsThese 8 dimensions.The data shows thatKeywords such as exquisite/luxury, preppy style, minimalism, avant-garde, and resort style are on the rise。
The proportion of "category" in the show
Looking at the autumn and winter shows in the past three years, we found the following trends from a data perspective:
1) InFall/Winter 2022/23 Runway Womenswear CategoryProportion，Knitting is the top 5 category after skirts, outerwear, pants and tops，占比接近9%。
2) Under the knitting subcategory,Knitted pullovers appear most frequently on the runway，在秀场中占⽐39.68%，但在近两年秀场中占比连续下滑，较去年同比下降13.40%；knitted skirts accounted for 26.02% of the show, an increase of 37.96% over the same period last year;Knitted jackets accounted for 17.82% of the show; the proportion of knitted textiles increased from 7.22% to 8.96%;
3) Among the rising keywords of the knitting category,The avant-garde upward trend is most obvious, up 1,720% from the same period last year，另外，精致/奢华、光谱蓝以及漏针/挑孔等关键词的热度均有明显上升。
The "color" trend of the show
根据2022/23秋冬⼥装秀场针织衫的⾊彩数据，我们发现：
1）Black, white and gray accounted for the highest proportion, reaching 27.28%, followed by earth tones with 23.58%, but12.54% year-on-year decrease；Among the color series, blue accounts for the highest proportion, and an increase of 8.17% compared with the same period last year;
2) Judging from the year-on-year change trend of the color of the show knitwear,The upward trend is most pronounced in red and purple, and the downward trend is most pronounced in pink and yellow；
3）⼏款单⾊——酒椰、熔岩红⾊、雅法橙以及烟灰绿将成为秋冬市场关键参考⾊彩。
The "silhouette" trend of the runway
根据知衣对2022/23秋冬⼥装秀场针织衫品类的廓形分析，我们发现：
1) This seasonH-shaped conventional straight-fitting knitwear accounts for the highest proportion, accounting for 32.76%, but down 41.81% year-on-year; O-knitwear accounted for 19.82%, an increase of 16.79% over the same period last year;
2）从秀场针织廓形的同比变化来看，受时尚趋势影响，X型、解构和截短型针织衫占比有明显上升199.22%, 119.43% and 88.72%, respectively；
3）收腰式、交叉设计、围裹and other design points are worth paying attention to.
The "pattern" trend of the runway
Using the pattern data of the women's 2022/23 women's runway knitwear category as the analysis object, we found that:
1) This seasonContrasting/gradient pattern knitwear has the highest percentage, reached 47.01%, and increased by 5.52% year-on-year, which can be paid attention to as a trend point; ranking第2的是图形图案（包含格纹、条纹以及⽂字等）占⽐35.65%，但与去年同⽐有所下降；
2）卡通图案和花纹图案的针织衫占⽐下降幅度最大；动植物、⼈物图案有所上升。
1）The proportion of knitwear using fine needle technology is more than half, reaching 61.84%； The knitting thread process accounted for 16.8%, but a year-on-year decrease of 9.82%;
2) Knitting process, this seasonThe most noteworthy process and detail design point is the leakage/hole picking process，其上升趋势最为明显，较去年同比上升125.24%；
3) Coarse needle and crochet techniques are also more popular, and the proportion has increased.
- Cutouts/tassels/whiskers
1）For the Fall/Winter 2022/23 runway,adoptLeakage/hole picking processThe proportion of knitwear increased by 125.24% compared with the same period last year.As the most noticeable detail for Fall/Winter 2022/23, it is often used in knitwear designs with a cut-out effect；
2) The hollow design uses light and thin knitting to achieve a translucent effect, and through special stitching processes such as missing needles/picking holes, it shows the hollow shape and hazy visual sense, achieving the perfect fusion of sexiness and elegance;
3）流苏工艺Generally inThe use of sweaters can make the overall shape full of warmth and lightness; Tassels and whisker trims add vibrancy to the drab style; The combination of handmade tassels and sweaters also brings more imagination to fashion styling.
Key craftsmanship/details of the show
1）Classic pit stripe ribbingIt brings a sense of fashion and luxury to knitted items. In addition, rib stitching is also developing in the direction of fashion and modernization, which is a key detail to create a classic urban shape;
2）经典绞花针法带来了微⽴体设计感At the same time, the sense of power of its cable mechanism can give people a warm and heavy feeling, making the simple sweater glow with a unique charm;
3) Loop yarn knitting has a delicate texture, and adjusting its size and fineness can make the knitwear show a special texture.
1）Tao platform2021/22秋冬针织衫整体销售额Compared to Fall/Winter 2020/21有所下滑。Greatly affected by the season, the sales time of knitwear categories is mainly concentrated from September to March of the following year, and the sales peak of 2021 (more than 3.8 billion yuan) will be reached in November, which is lower than the sales in November last year (4.1 billion yuan);
2）4⽉-7⽉属于针织衫销售低⾕期，2021年度⽉销售额在10亿元以下。
Tmall TOP5 brand sales trend
1) On the Tmall platform, the knitwear category关键品牌有UNIQLE、ERDOS、UR、ZARA以及伊芙丽；
2）The sales of foreign brands Uniqlo and ZARA decreased compared with the same period last year, of which ZARA had a more obvious downward trend;国产快时尚品牌UR销售额不断攀升，从2020年的TOP5上升为2021年的TOP3；
3）作为国内⽺绒衫的⾼端品牌，鄂尔多斯的针织衫品类销售额在2021.11⽉到达TOP1位置and maintained a relatively stable growth trend.
Taobao TOP5 brand sales trend
1）在淘宝针织衫品类市场中，The key brands are Rongmei, Xiaohange, Sister K's homemade, Lie'er Qinqin and Pumpkin Valley；Among them, in addition to the year-on-year sales of pumpkin valley, which has risen slightly,其余4家品牌均呈下滑趋势, Sister K's self-made fell from TOP1 in 2020 to TOP4 in 2021;
2) The sales of knitwear in the knitwear category of Rong Beauty Clothing reached the TOP1 position in November 2021.
Basic information of Tmall TOP5 brands
1) Uniqlo, UR, and Ordos are the three brands with the highest sales in the knitwear category on the Tmall platform during the 2021/2022 autumn and winter period;
2）尽管上新数不多，但Uniqlo's knitwear sales, sales and market share still dominate the Tmall platform；
3）环比上升趋势最大的三个品牌分别为ITIB、鄂尔多斯和UR，其中ITIB的涨幅达到了2146%。
Autumn/Winter 2021/22 knitwear
1) On the Taobao platform,Rongmei high-end women's clothing, Xiaohan Pavilion ,PUMPKIN VALLEY NAGUAGUIt is the three brands with the highest sales of knitwear in the autumn/winter 2021/2022;
2）Rongmei high-end women's clothing and Xiaohange are the only two brands with sales exceeding 100 million yuan during the statistical period；
3) The three brands with the largest month-on-month upward trend are CHICJOC Extreme Luxury and Minimalist, Rongmei High-end Women's Wear and Pumpkin Valley NAGUAGU, onlyCHICJOC's extreme luxury and minimalism rose by more than 100%, reaching 136.77%。
High-growth brand analysis (dark horse brand)
Based on the sales of Fall/Winter 2021/22 knitwear-related brands, it was found that:
1）The sales of knitwear in the Muduo flagship store increased the most，销售额较去年同⽐增⻓101.41%；
2）The sales volume of knitwear in the A21 women's flagship store was 21,219,447 yuan, an increase of 41.5% over the same period last year；
3）Mogas ⻨家臻品定位为中⾼端，其商品均价达440元，较去年同⽐增⻓21.21%。
1) During the period of 2020.9-2022.3,Knitwear categoryThe core price segment is concentrated between 0-400 yuan；
2) During the Fall-Winter 2021/2022 period,Knitwear sales in the 0-50 yuan price range are the highest, accounting for 30.68%；50-100元价格区间的销量占⽐为25.33%；100-200元和200-300元价格区间销量占⽐分别为19.39%和11.13%。
Market "style weight" and trends
1) Fall/Winter 2021/22Different stylesThe sales market of knitwear is generally stableCommuting, Korean version, simple, sweet and OL based，其中通勤⻛格的市场份额稳定在50%左右；
2）韩版风格Market share from September to NovemberIt declined, but increased again by February of the following year; The market share of simple, sweet and business OL increased in September and November, and then declined.
Market "color distribution" and trends
1) During the period of 2020.9-2022.3,Black and white knitwear still dominate the market，其市场份额分别为26.47%和14.60%；
2) Blue, apricot, green, red and pink are also the best-selling colors of knitwear, accounting for about 4%-6%;
3）近年来，The market share of blue knitwear ranks first；杏⾊系针织衫在秋冬季（9⽉-次年3⽉）市场份额排在第2位，但在春夏居于第4位；红⾊系针织衫的销售额在春节前后有上升趋势；粉⾊系针织衫在春夏季较为畅销。
Market "pattern proportion" and trend
1) Except for the solid color knitwear that accounts for nearly 80%, the marketThere are also stripes, color-blocking, checkered, cartoons, plants and flowers, and text patterns.thereinto条纹图案销售占⽐最⾼；
2) Color-blocking patterns showed an upward trend in the autumn/winter of 2021/22, with the market share increasing from 3.88% to 4.82%; The check pattern showed a downward trend, and the market share decreased from 4.32% to 3.35%; Cartoons, plants, flowers, and text patterns are on the rise.
Market "Pattern Distribution" and Trends
1) During the period of 2020.9-2022.3, the hot-selling knitwear collar typeV-NECK, LOW ROUND NECK, HIGH NECK, SEMI-HIGH ROUND NECK AND POLO NECK ARE THE MAIN ONES, the five collar knitwear in spring and summer (March to July) have a significant downward trend;
2) During the Fall/Winter 2021/22 period,The V-neck is in first place with an absolute advantage, the collar knitwear sales accounted for 34.43%, and the sales peaked in September and November; the sales ratio of low round neck was 21.25%; The popularity of high-neck knitwear has decreased compared with last autumn and winter; POLO collar accounted for a relatively low proportion of the whole year, and the sales volume was relatively stable.
The main detail – collar type analysis
1) In the 2021/22 autumn/winter sales market, six collar types including stand-up collar, lapel, polo collar, square collar, diagonal collar and navy collar increased year-on-year;
2）Sales of stand-up collar knitwear increased most significantly, an increase of 118.12% over the same period last year; Roll-neck knitwear increased by 92.92% year-on-year.
The overall situation of the market:
The sales of knitwear in the autumn/winter 2021/22 have declined as a whole compared with last year, with significant seasonal characteristics, mainly from September to March of the following year, and reaching the peak of sales for the whole year in November.
Key brands of knitwear include Uniqlo, UR, Ordos, ITIB and COS on the Tmall platform; Rongmei, Xiaohange, Pumpkin Valley and CHICJOC on Taobao platform;
In addition to the well-known brands on the TOP list, some black brands are also worth paying attention to, such as a21, Mogas and y6y.
As a key category of women's clothing, knitwear has a certain seasonality:
1) In the overall market, it is mainly commuting, leisure, simple and other styles;
2) In terms of color, natural tones and earth tones are still the key colors, apricot and blue are versatile colors, and red, green and pink are also more concerned;
3) In terms of knitwear patterns, stripes, color blocking, checks, cartoons and flowers occupy the main market;
4) Affected by fashion trends, stand-up collar and lapel knitwear sales have a high growth trend this season.
Possible future directions:
Focus on natural & eco-friendly / focus on multi-occasion & trans-seasonal.The development direction of knitwear pays more attention to natural and environmental protection, and the multi-occasion and cross-seasonal nature of knitwear items, suitable for layering, and practical design that can adapt to seasonal changes will become the new development direction.
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