Recently, Zhiyi Technology, in collaboration with Alibaba 1688, jointly released the report '2025 Spring/Summer Women's Clothing Procurement Trends'.
Following the release of the preview version by Zhiyi Technology on Monday, the "2025 Spring/Summer Women's Wear Procurement Trends" has been launched this time.The in-depth interpretive version not only adds data analysis on the new key trends in the fashion industry but also provides a detailed breakdown of the six major purchasing trend styles by subcategories/elements.。
Assist merchants in grasping the latest spring and summer trends, achieving certain growth in cutting-edge consumer trends~
Industry Trends
The apparel industry is steadily rising, with the integration of consumer scenarios generating new momentum for growth.
Residents' consumption is active, and the demand in the clothing industry continues to be released.
In the second quarter of 2024, the total retail sales of consumer goods continued to show steady growth, with cumulative retail sales of clothing, footwear, and textiles reaching 120 million yuan. The market performance is strong, and consumer confidence is steadily recovering.
Consumer promotion policies provide support, and travel scenarios boost the growth of clothing consumption.
With the effect of a series of consumption-promoting policy measures, consumer supply has been gradually optimized, and consumption scenarios are continuously merging and innovating. As the enthusiasm for residents' travel continues to ignite,The tourism market continues to heat up, driving the sales growth of clothing, footwear, hats, needles, and textiles.。
The penetration rate of comprehensive e-commerce platforms continues to rise, the demand for functional apparel is growing, and consumer scenarios are becoming more diverse.
Diverse wearing scenarios are driving the normalization of functional clothing, making functionality and technological empowerment mainstream.
The consumption scale of the material/function segment in the apparel industry on the Tmall platform is growing rapidly. Consumers' attention to high quality, environmental friendliness, and good experience in clothing continues to increase.
The brand urgently needs to strengthen the 'technology patent' label.Continuously iterate on raw materials and optimize user experience to capture the consumer market.
The diversified functionality of circle-layered stimulus clothing demands, with 'precision functionality and emotional experience' as core competitiveness.
Influenced by the outdoor sector trends: multi-scenario adaptive design, vertical segmentation (abrasion-resistant, tear-resistant, quick-drying, UV-resistant), and modular functional integration (portable storage, temperature control adjustment) have received significant attention.
The brand needs to resonate with the public's expectations.Quality + Function Emotional ValueThe complex demands of users are met through precise targeted marketing (such as KOL collaborations, cross-industry IP partnerships, etc.) to reach the target audience.
03 Xiaohongshu has become a high-demand field
Refined searches highlight the upgrade of consumer demand, with combined personalized needs as the core trend.
1) The demand for clothing among Xiaohongshu consumers accounts for over half, with increased attention to scenarios, appearance, and functionality.
In 2024, the proportion of Xiaohongshu posts related to clothing types reached as high as 64%. Apart from 'price', users pay close attention to 'effect', 'appearance', 'material', and 'performance'.Functional and situational adaptabilityBecome an important consideration factor for users when choosing clothing.
2) The search trends on Xiaohongshu are leaning towards refinement, with keywords shifting to the combination of 'people, goods, and place'.
Xiaohongshu users are searching in a refined manner, among whichThe search volume for footwear and apparel industry keywords and outdoor sports scene keywords has both increased by over 250% year-on-year.。
The proportion of personalized search terms (such as 'outfits for Generation Z' and 'travel style keywords') has increased, and brand keyword advertising strategies need to shift from traditional category terms to a combination of 'scenarios + demographics + styles'.
04 Douyin turns content into shelves.
The dressing scene affects consumers' purchasing decisions.
The competition for cost-effective women's clothing on Douyin is fierce, and differentiated consumption scenarios impact the entire content touchpoints.
The mainstream scenarios on Douyin are primarily focused on social leisure, office commuting, outdoor sports, and entertainment trips.
In conjunction with the analysis,The differentiation of the three major groups of 'pragmatism', 'emotional value', and 'professional quality' is becoming evident.Brands need to customize product strategies for different demographics and build a 'recommendation-conversion-repurchase' closed loop on content e-commerce platforms.
Trend Foresight
01 Elegant Sports
Explore the fusion of retro academic style and the urban environment, where elegant fashion culture collides with athletic aesthetics, showcasing a diverse sports fashion. Suitable for daily commuting, sports socializing, CityWalk, and other life scenarios.
In terms of consumption demand tendencies, rational consumption emphasizes functionality above all, with features such as moisture-wicking, high elasticity, and antibacterial properties being core decision-making factors; the social attributes highlight the characteristics of sportswear."Going out appearance"It needs to meet the requirement of taking photos for check-in.
Stylized trend categories/detail elements
Mix and match college style, tennis academy style, fashionable nerd, retro relaxed.
02 Soft Function
Stylish and functional outfits that adapt to changing weather and occasions, futuristic technological colors give a new fashion energy to trendy sports.
Suitable for night running/cycling, outdoor camping/hiking, yoga Pilates, daily outings and other life scenarios.
In terms of consumer demand, there is a greater inclination towards lightweight, multifunctional, and comfortable items.Functional materials and environmental protection concepts have become key points in purchasing decisions.Sports-oriented pieces meet the transition between sports and everyday scenarios, while emphasizing health and personal expression.
Stylized trend categories/detail elements
Summer Dandelion, trendy sports style, outdoor mountain system, urban outdoor style
