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As we all know, the garment industry is mostly divided into two seasons of spring and summer, autumn and winter, and now it is in the scorching heat of August, but it is time for garment companies to stock up on autumn and winter large items - coats and windbreakers.
*Note: This article is excerpted from the two modules of "Show Trends" and "Overall Market Analysis & Brand Overview" in "Overcoat/Windbreaker Industry Insights and Trend Analysis".Scan the QR code to add the customer service WeChat account to get the full report for free.
2022/23 Show Keywords
Zhiyi Technology refined the keywords of the coats/windbreakers in the 2022/23 autumn and winter show, and the keywords such as Gorpcore, tweed, healing minimalism, avant-garde, silk/silk, and dark gold were the most obvious on the word cloud.
According to statistics, the avant-garde style increased by 1088.89% year-on-year, and outdoor camping, T-shaped wide-shouldered silhouettes and buckle decorations increased by 700%, 102.94% and 133.33% respectively.
Analysis of the proportion of the show
observe2022/23In the autumn and winter women's wear show, the overall category of outerwear accounted for the proportion23.23%, down 1.78% from last year.
The coat/trench coat in the outerwear subcategory has been in the autumn and winter runways in the past three yearsIt appears most frequently, not only in the outerwear categoryThe proportion ranks TOP1, and it is still in the autumn and winter of 2022/23The show accounted for 32.89% of all women's clothing categories, butThis is a decrease of 3.13% compared to last year.
It is worth noting that inWithin the scope of the women's clothing industry,Longitudinal comparisonCategory trend performance for Fall/Winter 20/21, Fall/Winter 21/22, Fall/Winter 22/23, coats/flakesThe frequency of clothing has been declining continuously。
The "color" trend of the show
According to the color analysis of the 2022/23 autumn/winter women's show coats/clothes, Zhiyi Technology foundEarth color accounted for the largest proportion of 28.79% of the data, but it decreased by 7.75% year-on-year； Black, white and gray with 28.05%.The proportion is second, but it is the sameDownward trend.
Among the colorful coats/windbreakers in this season's show, blue is the existence that accounts for the most in addition to earth colors, and purple has the most obvious year-on-year upward trend, reaching 42.11%.Warm colors such as red, yellow and orange are all on the rise.
White, dark fuchsia, lavender blue and orange are predicted to be the key reference colors for the outerwear market for autumn and winter.
The "silhouette" trend of the runway
From the analysis of the silhouette trend of women's coats/clothes in the 2022/23 autumn and winter women's runway, the H-shaped loose straight silhouette still accounts for the largest proportion in this season's runway, reaching 46.21%.A-line with 19.71%.accounted for the second largest proportion,But the two are year-on-yearLast year, there wereDecline.
There is a clear upward trend in O-shaped (cocoon), T-shaped (broad-shouldered) and truncated woolen coatsThe upward figures reached 56.91%, 102.94% and 350% respectively, which can be used as a trend point to focus on, and deconstructed and asymmetrical design are also worth paying attention to this quarter.
The "fabric" trend of the show
From the perspective of fabric material, in the 2022/23 autumn/winter women's show,The woolen material is still the key fabric under the coat/clothing category, accounting for 69.79%, but down 5.23% year-on-year.
Formal wear fabrics, which account for 6.37% and rank TOP2, also have a year-on-year increase index of 50.59%, and the continued popularity of small fragrance is alsoThe overall proportion of long coats made of tweed increased by 44.44%.
Protective functional fabricsacceptSports/Outdoor Trend Impactup 15.88%,Chiffon, silk/silk and velvet fabrics are also on the rise.
The "pattern" trend of the runway
Based on the pattern analysis of the 2022/23 autumn/winter women's show coat/clothing category, Zhiyi Technology foundThis season's contrasting/gradient patterns account for the most proportions, the data is 29.80%,The check pattern accounted for 26.84%.
Animal and plant motifsThere is a slight upward trend compared to last year, this yearaccounted for 19.46%, and the stripe pattern increased year-on-year19.33% this yearaccounted for 9.84%.
Influenced by retro trends,The proportion of floral pattern coats/clothes increased by 50.32%, and retro herringbone patterns, retro checks, etc. can be paid attention to as trend points.
The "detail" trend of the show
The panelled design is designed to24.80% of the proportion becameThe most popular craftsmanship/detail in the Fall/Winter 2022/23 women's runway coat/clothing category has increased compared to the same period last year14.6%。 Printing and knotting/kinking followed with 22.56% and 18.59% respectively.
This seasonThe most noteworthy detail design point of coat/garment craft is beads/sequins, and the upward trend is more obvious, an increase of 114.99%;
In addition, detail crafts such as edge decoration, slits and handmade decoration are also more popular in coat/garment design, and there is a certain upward trend.
Analysis of the sales trend of the "coat" market
In general,As the main matching item of high-priced autumn and winter,The coat category is mainly sold in autumn and winter (concentrated in October to January of the following year).Purchase demand exploded before the year, and the demand fell off a cliff after the year。
During the Double 11 Double 12 and New Year's Festival, the sales of coats have an obvious upward trend, and November is the peak of annual sales (sales can reach more than 5 billion yuan), but sales tend to be close to 0 after March.
During the autumn and winter of 2021/22, the sales of coats on the Tao platform had a certain downward trend compared with the autumn and winter of 2020/21, especially in January, with a significant year-on-year decline, with category sales falling from 3.04 billion yuan to 1.77 billion yuan in January this year.
Analysis of the sales trend of the "windbreaker" market
As a non-autumn and winter just need to keep warm cross-season categories, spring and autumn cross-season demand is the largest, the main sales months are concentrated in August, September, October, November and February, March and April, the monthly sales of the market can reach more than 400 million yuan, and in March to reach the peak of spring sales (monthly sales of more than 700 million yuan), in August to reach the peak of autumn sales (monthly sales of more than 860 million yuan).
meantimeThe overall industry sales of the clothing category are only about 10% of the sales of coatsFrom 2020 to 2022, the sales of clothing on the Amoy platform fluctuated greatly, but the overall autumn and winter of 2021/22 also declined year-on-year.
Tmall
TOP5 brand sales trend
近年来，伊芙丽、⾳⼉、ITIB、ZARA以及太平⻦等品牌成为了天猫平台A key representative of the sales of the coat/clothing category.
Inventory analysis for the period from September 2020 to March 2022Tmall⼤⾐/⻛⾐TOP5brandSales trends, Zhiyi Technology found:
1) The market share fluctuates greatly in different time periods;
2) This seasonThe total sales of coats/clothes in Evely's store exceeded 130 million yuan, but the sameThis is down from the same period last year;
3）ITIB作为新晋品牌在21/22秋冬销售登顶，⽉度销售额近1.8亿元；
4）ZARA continued to be sluggish in the domestic market, and the proportion of sales continued to decline from TOP2；
5) The sales of Taiping and Yin'er were relatively stable throughout the year.
Taobao
TOP5 brand sales trend
The key brands of coat/clothing category sales on Taobao platform are: ASM ANNA, Daxi Homemade, Rongmei, Sister K Homemade and RIZ collection.
According to the period of 2020.9-2022.3TaobaoPlatform coat/coatTOP5 brandsSales Trend Analysis:
1) In addition to high-end women's clothingRiz collectionIn addition, the overall sales of the remaining four brands decreased compared with the same period last year;
2) ASM ANNA still remains TOP1, butThe monthly sales of the coat/clothing category fell from 160 million yuan to less than 90 million yuan in November；
3) As a new brand, RIZ collection achieved breakthrough sales performance in the autumn and winter of 21/22, with sales of more than 60 million yuan in November, occupying the TOP2 of the coat/clothing category.
High-growth brand analysis
(Dark Horse Brand)
Zhiyi Technology compared the sales, year-on-year growth rate and average price performance of women's coats/windbreakers in the autumn and winter 2021/22, and noticed that among the brands with soaring sales of coats/clothes:
1) Yang Xiaojuan's sales of NatureQ's coats/windbreakers increased by more than 586.25% year-on-year, reaching 18,836,974 yuan, which is the representative brand with the most significant growth;
2) FAIRY WANG's coat / windbreaker$2,361The average price of goods has hitSales of 20,215,084 yuan, a year-on-year increase163.15%, is a noteworthy quality of life brand;
3) High-priced brand CARVEN to:The average price of goods was 9,076 yuan, and the sales volume increased by 322.33% year-on-year;
4) Driven by the minimalist trend, brands such as Mogas Shengong Zaoyi, Enjiahui En, and blueerdos have all soared in sales, becoming black and beautiful brands worth paying attention to.
