Top 10 trending trends in mid-to-high-end women's clothing: small fragrance, slim neckline, knitted ......

When Taobao was listed a few years ago, someone joked: "Jack Ma can have today's achievements because there is a woman behind a successful man, and behind Jack Ma is a group of women。 "Combined with the comparison of the sales scale of Tao e-commerce in the past year according to the statistics of Zhiyi Technology, the volume of women's clothing exceeds the sum of the other three.It can be seen that women's spending power is strong.

Correspondingly, it is the increasingly fierce competition of "Tao women's clothing".

In the early days of Taobao e-commerce, some people relied on first-mover advantages and traffic dividends to enjoy the right time and place; Some people have successfully listed and incubated a series of brands.

But now, as the Taobao clothing e-commerce ecology enters a mature period, more people are in itThe transformation failure in the fading of traffic advantage and the transformation of consumer purchase behavior,Gradually disappears from the audience's field of vision.

More and more merchants are realizing thatIf you want the store to develop and make profits for a long time, you have to be a brand, a high-quality product, a medium and high customer unit price, and your own core competitiveness。

The inflection point of Tao women's clothing has arrived.

The average customer price refers to the average amount of goods purchased by each customer, and it is also the average transaction amount, and the calculation formula is often used as "customer unit price = sales ÷ number of customers transacted". Women's clothing with a unit price of medium and high customers is generally understood as a women's clothing product with a high price in a literal sense.

With the progress of the times and the development of the market, the material needs of domestic consumers have entered a new stage of pursuing values and quality, as emphasized in the book "The Fourth Consumption Era".People are beginning to emphasize "identity and belonging" and like to express their individuality through consumptionBranding, youthfulness, differentiation and diversification have become explicit consumer trends.

Based on this, the existing value points of clothing brands are more focused on highlighting consumers' fashion attitudes and consumption propositions, which has also been confirmed by the rise of various national trends and new consumption in recent years.

In addition, the operating rules of Taobao clothing are becoming more and more transparent, and the price pressure faced by merchants is also increasing, and it is becoming more and more difficult to break out of the shackles and succeed in the promotion competition of medium and low prices.

Therefore, although there are still a certain number of consumers who still prefer low-cost consumption, which is in line with some businesses chasing short-term quick profits, there are moreMerchants seek the long-term development of the brand, hoping to get rid of the bad cycle of low price and low quality。

So the next opportunity for brands to seize is:By improving the hit rate of new products, we will continue to attract target consumer groups with long-term value with high-quality new products and popular models that can better represent the brand image, continue to strengthen the brand power, do more long-term business.

Judging from the data, Zhiyi Technology counted the top 100 stores of Taobao (Taobao Tmall) women's clothing sales in the past year, and found itWomen's clothing stores in the high, medium and high price segments accounted for 17.98% and 27.74% of sales with sales accounts of 3.45% and 11.92% respectively, about half of the total sales of TOP100 stores.

Taking Rongmei shares, which were successfully listed on A-shares, as an example, the other party emphasized in the prospectus in 2019 that "more than 470,000 buyers poured into Rongmei Taobao stores, with an average consumption of more than 1,600 yuan, and the highest single consumption reached 270,000", and through the differentiated positioning of "high-end women's clothing" to get out of the "low-price trap" of the Tao brand, while ensuring the high unit price of customers, it also guaranteed the net profit.

On the other hand, according to the most recentIn 2022, the final sales of Double 11 Tmall women's clothing TOP10Come and see(Click on the blue word to jump to the reading list)In addition to Bosideng, which focuses on high-end down jackets, which has a high average price, brands including Evely, MO&Co., and veromoda are all with a medium to high average price, accounting for 60%.

Taking the price band of one of the official flagship stores of Tmall during the period of 2020.7-2022.11 as a sample analysis, Zhiyi Technology found that in October 2022,The proportion of sales in the price range of 1600-2000 yuan has increased significantlyIn contrast, the sales of the 1-400 yuan price segment are gradually declining, and the sales proportion between 400-800 yuan and 800-1200 and 1200-1600 is gradually decreasing.

At this point, we can more or less know from various data that the 28 law also applies in the field of women's clothing, that is, 20% of high-value customers contribute 80% of sales, which is also one of the main reasons why more and more brands have begun to make high/medium and high customer unit price women's clothing after the demographic dividend of traditional e-commerce has peaked and traffic has become more expensive in recent years.

And what we're talking aboutThe key to medium and high customer unit price products lies in the repurchase rate and word-of-mouth communication。 High-quality women's clothing products corresponding to high/medium and high customer unit prices have naturally become the goal pursued by brands.

After all, if the product only has an empty price and no matching quality, it is just a wishful thinking bubble, which will burst as soon as it is poked.

In the study of consumer trends, Zhiyi Technology found thatClothing that emphasizes "innovation" and "design" tends to be prone to higher pricing power and premium power, and it is also more acceptable to consumers.

For example, Lululemon, which has become popular recently, has sold common clothing, shoes and hats at uncommon prices by emphasizing the concept of "technology research and development of yoga pants" and unique designs and fabrics.

In today's overcapacity and oversupply, attention is flow.There are always people who are willing to pay for "innovation" and "design", which is the source of the driving force for the clothing industry to pursue fashion and involution designIt is also the starting point for differentiated competition with similar products。

Next, around the "popular design", Zhiyi Technology will summarize based on the market data of single product explosionsTop 10 key trends in high-end women's clothingAs a share, Enjoy:

Trend 1

Xiaoxiang knitted suit

Xiaoxiangfeng has always been synonymous with simplicity, elegance and delicacy, and Xiaoxiang knitted suit replaces the classic tweed with a knitted texturepresentformIt is more relaxed and everyday, and it can also cope with the dress needs of some formal occasions，From the age, dressing scene, fashion acceptance and other dimensions, it broadens the influence and expressiveness of Xiaoxiangfeng in the fashion trend.

Trend two

Brushed tweed jacket with edges

The most significant and fashionable sign of the small fragrance jacket is the tweed fabric.Texture-heavy fabric texture, grainy rough texture and fiber woolComes with advanced attributesCombined with the individualized edge brushing process and the strong wide-shouldered silhouette, it vividly interprets the elegant retro, modern and exquisite fashion new urban style.

Trend three

Jacquard check scented jacket

The checked small fragrance jacket abandons the dull feeling of the traditional small fragrance jacket, and the overall shape is more sassy and fashionable.

The jacquard process is integrated into the check pattern, which injects exquisite and gorgeous temperament and heavy high-grade texture and modeling sense into the garment, which is perfectShow the charm of a retro daughter。

Trend four

Tweed coat