【Zhiyi Data Report】2023/24 Autumn/Winter Women's Knitting Category White Paper
2023-03-22
Zhiyi Technology
The temperature has risen, and 2023 has already entered spring. Soft to the touch,Lightweight and warm knitwearIt has also become the "favorite" of the clothing industry, whether it is spring and summer, or autumn and winter, it is always a must-have cross-season hit.
Produced by Zhiyi TechnologyKnitting Industry Insights & Trend Analysis - Fall/Winter 2023/24 Women's Knitting Category White Paper, by parsingThe wind of the show is the same asMarket data, jointly analyze the new trend of the knitting industry, as a reference for the design and selection of knitwear in the new season.
Key points of this article
1.Knitted pullovers, knitted skirts, and knitted jackets are the sub-categories with the highest proportion of women's wear shows in the autumn and winter of 2022/23 and 2023/24, respectively;
2.Blue accounted for the TOP1 in colorful knitwear, and the truncated type increased by 30.26% year-on-year to the silhouettePercentageRanked TOP1, contrasting/gradient pattern long-term stable No. 1;
1. Uniqlo, Disu, and Evely are the three clothing brands with the highest correlation between public opinion and knitwear in Xiaohongshu;
2. Uniqlo's knitwear-related notes have an overwhelming advantage over other brands;
1.The sales period of the knitwear category in 22 years was mainly concentrated in Q3 and Q4, and reached a peak of 3 billion yuan in October and November respectively;
2.UR, Uniqlo, and COS are the top 3 key brands in the Tmall knitwear category, while Taobao is Rongmei, Pumpkin Valley and Xiaohange.
*Note: This article is excerpted from "Knitting Industry Insights & Trend Analysis".forwardThis article to the circle of friends, withTake a screenshot to reply to the official account of "Zhiyi Technology".You can get the full report for free~
Based on the collection of all the new styles on the 2023/24 autumn/winter women's wear show, Zhiyi Technology extracts from trend points such as style/pattern/color/silhouette/process.Urban casual, cactus green, crochet, polka dots, threads, truncatedand other keywords have a high correlation with knitwear, and are in a state of rising popularity, which can be used as the focus of design/selection in the new season.
Runway knitwearProportion analysis
Compared with other women's clothing categories, knitting ranked TOP6 in all categories of women's clothing in the 2023/24 autumn and winter women's wear show, accounting for 7.58%, a slight year-on-year decline.
In the knitting category, Zhiyi Technology noticed:
1) Knitted pullovers accounted for the highest proportion of 38.50%, but combined with the proportion in the past three years, there was a continuous downward trend;
2) Knitted skirts ranked TOP2, accounting for 30.19%, and showed a linear upward trend in the past three years, which is worth paying attention to;
3) Knitted jackets are firmly in third place, but there is a downward trend;
4）Knitted pullovers, knitted skirts, knitted jacketsIt was also last year, that is, the top 3 in the women's clothing show in the autumn and winter 2022/23.
5) Knitted pants have increased slightly year-on-year, and knitted tops have basically remained stable in the proportion of shows in recent years.
Runway knitwearColor trends
Doing color analysis of all knitwear categories in the 2023/24 autumn and winter women's wear show, Zhiyi Technology found that the basic color system of black, white and gray still accounts for the highest proportion, with a data of 28.16%; followed by earth tones with 24.92%, and the proportion of the two remained basically stable compared with previous years.
In this season's colorful knitwear,Blue knitwear accounts for the largest proportion, the data is 11.66%, followed by red, purple, and green are also the key colors.
Observing the trend changes of the color system, it can be found that there are different degrees of upward trends in white, pink, orange, and green.Spectrum, sunrise pink/nude pink, orange brown, cactus green, which will become a key reference color for the autumn/winter women's knitting market.
Runway knittingshirtSilhouette trends
According to the silhouette analysis of the knitwear category at the 2023/24 autumn/winter women's wear show, Zhiyi Technology noticed that compared with last year's ranking of the top 3 silhouettes of H-shape, O-type and truncated type, there are the following changes this season:
1) The truncated type accounted for the highest proportion in this quarter, with a data of 46.32% and a year-on-year increase of 30.26%;
2) followed by H-type, accounting for 24.21%, with a year-on-year increase of 24.21%;
3）The asymmetrical structure is also a key silhouette in the knitwear category, the highest year-on-year increase in the quarter, reaching 149.83%;
4) Trend silhouettes also include deconstruction, up 90.09% year-on-year, which is also the focus of development.
Runway knitwearPattern trends
Based on the pattern analysis of all knitwear categories on the Fall/Winter 2023/24 womenswear show, it can be observed:This season, contrasting/gradient patterns have the largest proportion of knitwear, the data is 44.58%, and it remains stable; followed by stripe/ripple pattern, accounting for 18.16%.
Observing the trend change, it is found thatPolka dots, botanical flowers, checked/quilted, linear patternIt is the type of pattern that is on the rise in the knitting category this season. In particular, the expression of plants, flowers and linear patterns is rich and diverse, and should be paid attention to by designers.
Runway knitwearStyle trends
By sorting out the knitwear categories of the 2023/24 Fall/Winter women's wear show, Zhiyi Technology noticed that the key styles of knitwear this season are mainly as followsMinimalist, sexy and urban casual, accounting for more than 10%.
Judging from the trend of change in the style,The highest year-on-year increase in the navy (195%), followed by urban casual (105.75%), small fragrance (85.22%), sexy (37.95%), and fun (37.93%), they are all reference directions for the design and development of new season knitwear.
Runway knitwearProcess trends
atThis statisticalIn the 2022/23 autumn/winter womenswear runway knitting process,Fine needles are the highest proportion of processes, the data is 61.70%, and it remains stable.
The proportion of knitting thread and cable technology is next to the next two key processes, accounting for 18.90% and 10.59% respectively.
Combined with the change trend of show knitting technology in recent years,The upward trend in crochet is the greatest, 59.70% year-on-year, followed by picking holes (41.71%). In addition, the coarse needle process and knitted threads have also risen to varying degrees.
Based onZhiyi Technology's [Zhi Xiaohong] productIn the past 30 days, we have refined and analyzed the keywords of the notes of the knitwear category in Xiaohongshu, and found that among the tweets related to knitwear, the following keywords are worth paying attention to:
1) Emphasis on design elements: long sleeves, V-neck, round neck
2) Modify the figure: thin, small, loose
3) Expressing temperament: gentleness and temperament
4) Focus on color: color, red
5) Pay attention to collocation: collocation, versatility, look
6) Grass brand: Uniqlo, Disu
meantimeUniqlo, Disu, Evely, Svanli, Mai MengIt is the clothing brand with the most notes related to knitwear in Xiaohongshu's public opinion, among which Uniqlo's interaction has reached 3.2W, and the number of likes, collections, comments and shares also has an overwhelming advantage, indicating that in Xiaohongshu's user consumption mind, Uniqlo's knitwear category has a high degree of recognition.
Zhiyi Technology comprehensively counted the knitwear market data of the Tao platform in 2022 and noted:
1) The overall sales of knitwear in 2022 will decline compared with 2021, and only the year-on-year growth in October will increase;
2) The sales of knitwear are greatly affected by the season, mainly concentrated in Q3 and Q4Sales peaked in October and November 2022, the monthly sales are about 3 billion yuan;
3) Due to the different timing nodes of the Double 11 promotion in 21 and 22, the peak time of sales is different, butThe peak sales of knitwear in '22 were significantly lower than in '21, of which the monthly sales peak in 21 years is nearly 4 billion yuan.
Knitwear marketTmall TOP5 brand sales trend
Since 2022, the key brands in the Tmall knitwear category include fast fashion brands UR and UNIQLE/Uniqlo with medium and low customer unit prices, COS with medium and high customer unit prices, and Evely and ONLY with medium customer unit prices.
According to the sales trend analysis of the top 5 brands on Tmall from 2022.01 to 2022.12, Zhiyi Technology found:
1）The peak sales of the COS brand were concentrated in October, the remaining 4 brands in October and November are in the key period of sales;
2) The sales of the UR brand continued to grow after December and reached the peak of the whole year;
3) Uniqlo's monthly sales in Q4 were the most stable, with data basically flat at 40 million yuan.
Knitwear marketTaobao TOP5 brand sales trend
On Taobao, the key brands in the knitwear category in 2022 are: RUMERE, NAGUAGU, XHANGE, CHICJOC and K SOEUR.
Zhiyi Technology counted the sales trend of Taobao's top 5 brands in the time period from 2022.01 to 2022.12, and found:
1）There is a disconnect between the RUMERE brand and other brands, and reached a peak of sales of about $55 million in October;
2) NAGUAGU/Pumpkin Valley grew rapidly in Q3 and peaked in Q4 and rushed to TOP2 in Q4;
3) Sales of XHANGE/Xiaohankaku and CHICJOC have been gradually increasing since August, and they are evenly matched. 4) The K SOEUR brand was abnormal, with the best sales in September, while the Double 11 event was not optimistic.
Knitwear marketHigh-growth brand analysis (dark horse)
Combined with the analysis of the sales of knitwear-related brands/stores in 2022, it was noted that among the stores where the sales of knitwear soared,Horis flagship store and classmates TBTX have the largest year-on-year growth, with data as high as 30,000% , which can be regarded as a dark horse store in the knitting market.
Among them, the sales of knitwear in the Holis flagship store (13 million yuan) are also significantly higher than those of other black stores.
It is worth noting that these stores with better year-on-year growth performance are mainly targetedKorean, vintage, small fragrance, Japanese, pure, American, simple, stepping on the fashion trend of the Tao women's clothing market in 2022.
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