【Zhiyi Data Report】Western clothing industry insights & trend analysis
2022-08-31
Zhiyi Technology
Suits, one of the hottest fashion items in the past two years, show the unique charm of women without ever before with its perfect combination of rigidity and softness, high-end and sexy, and have become popular seed players of various clothing brands.
Produced by Zhiyi Technology"Suit Industry Insight & Trend Analysis"By analyzing the clothing data of the show and the market, and outputting a professional category analysis report, it provides a reference guide with "evidence" to follow for the design and selection of clothing enterprises, so as to efficiently avoid risks.
*Note: This article is excerpted from the three modules of "Show Trend Analysis", "Overall Market Analysis & Brand Overview" and "Category Analysis" in "Suit Industry Insights &Trend Analysis".Scan the QR code to add the customer service WeChat account to get the full report for free.
The outerwear category is inFall-Winter 2022/2323.23% of the show. At the same time, in the outerwear subcategory,The frequency of appearance of the outfit is high, not onlyIn the past three years, the proportion of the autumn and winter show jacket category ranked TOP2, and it also increased year-on-year9.08%。
Among the rising keywords around the western clothing category,The most noticeable increase in sophistication/luxury is the norm, an increase of 312.5% year-on-year, followed by minimalism with an increase of 210.64%, and the popularity of leather fabrics and truncated keywords also increased.
Here's Fall/Winter 2022/23Key items in the suit category that appeared in the runway:
The "color" trend of the show
Using the colors of the women's fashion category in the Fall/Winter 2022/23 runway as a sample, it was found that:
1）Black, white and gray and earth tones are the mainstream colors in the suit category.However, both have a downward trend year-on-year。 Black, white and grey accounted for this season31.08%, a year-on-year decrease0.32%； Earthy tones占⽐22.02%，同比下降14.85%。
2) Among the colorful jackets in this season, blue accounted for the largest proportion, with a data of 15.81%, with little year-on-year change.
3) Purple clothing had the most obvious upward trend, accounting for 11.66%, an increase over the same period last year37.66%；绿⾊、橙⾊和⻩⾊系均有上升趋势。
4) Several monochromes –Swallow color, light purple gray and vintage redand so on will become the key color of the autumn and winter clothing market.
The "silhouette" trend of the runway
According to statistics, it was found that the silhouettes of the women's fashion category in the Fall/Winter 2022/23 show have the following trends:
1) This season's show still accounts for the most proportion of H-shaped straight silhouettes, with a data of 52.44%, but a year-on-year decrease of 16.56%.
2) X-shaped waist cinchPacked with 25.14%Ranked 2nd in terms of proportion, an increase of 15.91% year-on-year.
3）The T-shaped with wide shoulders and truncated silhouettes are the key silhouettes of the season's most noteworthy suits，The upward trend is obvious,分别为56.18%和63.59%。
4）解构型及A型设计在本季上升趋势也较为明显，同样值得关注。
The "fabric" trend of the show
In the fabric material analysis of the women's clothing category in the autumn/winter 2022/23 show, it was noted that:
1）Formal wear fabrics are key fabrics in the suit category，占⽐为72.87%，且同比去年上升了4.82%。
2) Woolen fabrics with 19.11%.占⽐排名第2，但同⽐下降了10.45%。
3) Affected by popular trends such as small fragrances, the proportion of tweed fabrics increased by 13.21% compared with the same period last year.
4）由于率性⼲练的中性⻛格持续在⼥装市场流⾏，⽪⾰材质的⻄装占⽐上升了48.00%；除此之外，精致奢华的丝绒、真丝等⾯料等也小有热度。
The "pattern" trend of the runway
根据2022/23秋冬⼥装秀场⻄装品类的图案分析：
1）本季西装图案占比TOP4分别为格纹/菱格、撞⾊/渐变、条纹/波纹、动物植物and significantly ahead of other pattern types.
2）格纹/菱格图案占⽐29.88%，但对⽐去年有微弱下降趋势；撞⾊/渐变排名第2，占⽐22.86%，与去年相⽐基本持平。
3）条纹/波纹和动植物图案分别占⽐18.99%和17.84%，同比有明显上升趋势，涨幅分别为17.64%和22.7%。
4）⽂字、花纹及艺术图案等均有明显下降趋势，器物图案印花作为⼀个新的趋势点在前卫、街头等⻛格中可以多加关注。
分析2022/23秋冬⼥装秀场⻄装品类的⼯艺/细节，注意到以下趋势点：
1）拼接和印花的占⽐遥遥领先其他，其中拼接以30.86%占比最多，且对比去年同期上升3.55%，印花占⽐22.05%，同比上升了6.61%。
2）本季最值得关注的⻄装⼯艺/细节设计点是钉珠/亮⽚、挖空以及褶裥，上升趋势较明显，钉珠/亮⽚的涨幅为20.48%，挖空涨幅为51.51%，褶裥更是上升了136.6%。
3）边缘装饰、烫钻等细节在本季也具有⼀定的上升趋势。
Analysis of sales trends in the suit market
淘系平台2021/22秋冬的⻄装整体销售与前一年同期相⽐波动不⼤。
As a cross-season item,⻄装在春秋季销售较好，销售主要集中在8-11⽉和3-4⽉。
纵观2020.9-2022.3⻄装品类的销售趋势，3⽉达到全年销售额峰值，秋冬季节的8⽉份到11⽉份销售相对稳定，8、9⽉份达到秋冬秋冬销售阶段的最⼤值。进⼊深冬后，⻄装品类整体销售持续下滑直⾄次年3⽉。
近年来，天猫⻄装品类销售的关键品牌有ZARA、ITIB、MO&Co.、TAIPINGS AND MASSIMO DUTTI等。
2020.9-2022.3期间的销售走势图表明，天猫TOP5品牌的⻄装市场份额在不同时间段⾥Volatility is large.
ITIB作为新晋时尚潮流品牌，其⻄装单品销售额分别在10⽉和4⽉时蹿升，多次取得新⾼。
ZARA⾃2020年之后业绩下滑严重, MO&Co. brandSales of Western Clothing Category在2021秋冬双11⼤促中取得最⾼业绩。
CHICJOC、K姐⾃制、戎美、ASM ANNA以及NAGUAGU/南⽠⾕等是淘宝西装品类销售的TOP5品牌。But2020.9-2022.3统计duration这些品牌的⻄装销Availability波动较⼤。
ASM ANNA在3⽉和8⽉以绝对优势达到⽉度销售业绩TOP1； CHICJOC has become the TOP1 overall outfit sales with relatively stable monthly sales throughout the year; In addition, Sister K's homemade and pumpkin valley will mainly promote the clothing category in the spring (March-April).
在统计的⻄装销售额飙升品牌中，24ans online的销售增⻓最多，销售同⽐增⻓达到990.95%。
其次值得关注的是品质简约通勤品牌——UNICA，该店铺⻄装的销售额同It increased by 58.41% over last year, and the average price of suit goods reached 1,304 yuan.
ARKET、CM⼥装、Laurel、maje、Tie For Her等⾼价位品牌的西装销售额均有增⻓趋势，It shows that in recent years, the consumer base of Western clothing has gradually begun to pay attention to practical wear, high-end and sense of quality。
"Price Distribution" and Trends
在2020.9-2022.3统计期内，⻄装的The core price segment of sales is concentrated between 50-400 yuan, and the sales proportion of the top 5 price segments is relatively stable.
In the autumn and winter of 2021/22, the sales volume of 100-200 yuan ranked TOP1, accounting for 32.21%, followed by 200-300 yuan and 50-100 yuan, accounting for 16.34% and 15.34% respectively.
⻄装作为跨季外套单品，⾼品质、⾼性价⽐的价格段集中在300-500元区间，其中300-400元占⽐12.06%，400-500元占⽐5.71%。
"Percentage of Individuals" and Trends
从风格来看，2021/22秋冬⻄装的销售趋势整体较稳定。
通勤⻛作为⻄装主打⻛格，市场销售占⽐在80%左右，且从9⽉-次年3⽉整体销售额占⽐⼀直呈上升趋势，数据由77.48%上升⾄85.94%。
百搭休闲⻄装呈下降趋势，由11.43%下降⾄5.9%；Street prices fluctuate and begin to decline after December; The overall trend of niche designers is declining; Sweet Moon, on the contrary, continues to rise.
"Color distribution" and changing trends
在21/22秋冬销售期间，⿊⾊和卡其⾊西装的销售占⽐较⾼，其市场份额分别为30.02%和5.99%。
除此之外，灰⾊、⽩⾊、咖⾊及⽶⽩⾊等中性⾊系也是⻄装市场的热销关键⾊，销售占⽐均在2-5%左右。
彩⾊系中，绿⾊系和蓝⾊系⻄装的占⽐较⾼，分别占⽐2.90%和2.32%。
"Pattern Percentage" and trend changes
The fit is in terms of fit以直筒、修身以及宽松型等为主。从⻄装版型的销售趋势来看，整体较为稳定。
In Fall-Winter 2021/22,直筒H型⻄装是主销版型，其市场份额为37.20%。
作为通勤及商务单品，修身版型⻄装在市场也较受欢迎，销售占⽐29.65%，宽松型休闲⻄装销售占比第3，数据为29.31%。
In addition, more design-oriented silhouettes such as truncated, belted, and asymmetrical are also hot in the niche market and are worth paying attention to.
通过分析2021/22秋冬⻄装销售中的款式细节，发现：
-
The highest proportion is the splicing design elements, but the proportion has decreased compared with last year;
-
-
Affected by sweetness, the bow element is the most obvious detail of the upward trend, which is worth paying attention to;
-
以上便是本次"Suit Industry Insight & Trend Analysis"的全部公开内容，关于小红书舆情分析、抖音热销单品解析、重点品牌的推广分析等更垂直、更完整的独家分析报告，扫描下方二维码添加微信客服号即可免费领取~
