In the era of openness and diversity, the only constant is change.

At present, China's clothing industry is standing at a new crossroads. How to meet the diverse needs of consumers under the new wind and go further with consumers has become a problem for clothing companies and brands to consider.

Only by facing the present can we gain insight into the future. Recently, iResearch released the "Seven Trends in the Apparel Industry". The report summarizes the capsule series of new products through co-branded models, adaptive clothing that targets disabled people but can also be worn by able-bodied people, and changed from a niche trend to a popular trend. Mountain series/outdoor style, degradable vegan leather based on plant fibers, virtual clothing that helps brands build a closer connection with consumers, pet clothing that integrates functional and parent-child needs, and country-based trends and country-centric products. Trendy clothing will become the trend of the clothing industry in the future, presenting new ideas for related companies and brands in the clothing industry.

Capsule series

Today, the capsule series has gone beyond the original condensed and classic connotations and extended to richer content. Brands use capsule collections as a marketing method for specific seasons or festivals, and also convey fashion attitudes through independent themes such as fabrics.

In addition, the brand also launched capsule series through cooperation with fashion IP, frequently testing the waters in the expansion of crowd and category. As Xu Yang, general manager of Archaeopteryx Greater China, said, Archaeopteryx is relatively small, and the cooperation with Palace and Jil Sander+ is to hope that more consumers will be familiar with this brand.

adaptive clothing

During the "Double 11" period in 2021, the China Disabled Persons' Welfare Foundation, the China Disabled Persons' Association's affiliated units, and the China Disabled Persons' News and Promotion Association will jointly launch the "One Shoe Plan" with seven major sports brands. People provide a single shoe sales service, so that the niche needs and emotional needs of this huge group are seen by more and more people.

Manufacturers, channels, and research institutions have also jointly promoted the development of adaptive clothing: traditional clothing brands have launched product series and sub-line, and adjusted product details; specialized brands of adaptive clothing have launched more targeted wheelchair series, shoes A series of accessories and supplies outside clothing; the Accessibility Research Center of Beijing Institute of Fashion Technology held a "very beautiful" competition and launched a variety of adaptive clothing.

Mountain system/outdoor style

Affected by the epidemic, camping that can not only get close to nature but also ensure safe social distance has become a new way of outdoor activities.

The data shows that in 2021, Xiaohongshu's notes about camping will reach more than 310,000. In the first half of the year, the search volume of Xiaohongshu's camping has increased by 428% year-on-year. The rising popularity of camping has driven the growth of retail sales of related shoes, apparel and outdoor equipment. Clothing and shoes account for more than 50% of the retail sales of outdoor equipment.

Under this trend, luxury brands have successively launched camping clothing or introduced camping elements. From hiking camping to exquisite camping, the "krypton gold" and sharing attributes are obvious. Coffee shops and lifestyle collection stores with the theme of exquisite camping have also promoted the popularization of mountain lifestyles.

vegan leather

According to Tianyancha data, there are currently more than 48,000 fur-related enterprises in my country. From 2017 to 2019, the number of fur-related companies cancelled in my country has exceeded 4,000 for three consecutive years.

With the enhancement of consumers' awareness of environmental protection, consumers are gradually resisting artificial leather. Leathers based on plant fibers (such as apples, pineapples, cacti, etc.) and grown from cells such as mycelium have appeared.

"Mushroom leather" is regarded as one of the most potential vegan leather materials. It can grow into mycelium leather with animal leather form through mycelium without any animal participation. The advantage is that it is environmentally friendly, but the disadvantage is that part of it is still not biodegradable and the yield is limited.

virtual clothing

In recent years, with the maturity of 3D and AR technologies, the concept of "metaverse" has become popular, and many e-commerce platforms and clothing brands have launched virtual fitting rooms and virtual clothing.

AR fitting is realized through online App or offline smart mirror. Online try-on can be shared on social platforms to meet consumers' sharing needs. Some luxury brands have launched paid try-on features.

Luxury goods and major fashion groups launch virtual clothing through cross-border games, as well as more interactive features (such as emoticons, wallpapers, custom audio, design their own sneakers, shoot and share small videos, etc.).

Carrying out marketing activities in the virtual world is the main way, followed by cooperating with virtual idols or creating virtual people independently. As of January 2022, there are more than 288,000 related enterprises of "virtual human" and "digital human" in my country.

pet clothing

Pets are friends, children, family members, etc. of pet owners, and the annual consumption amount of a single pet continues to grow. Data show that from 2018 to 2020, pet dogs and cats in China's urban areas are on the rise. In the consumption structure, the proportion of food consumption decreased, and the proportion of medical treatment and supplies (including clothing) increased.

Pet clothing is expanding from functionality to diversification. The same style for pets is the main design force for existing pet clothing. Functional clothing such as pet raincoats and physiological pants occupy the forefront of e-commerce pet clothing sales, of which raincoats account for far more than other clothing categories.

Compared with the market that international big brands have already laid out, domestic brands are exploring opportunities in subdivided tracks, from the perspectives of Hanfu, the same style of people's pets, and protective clothing.

National trend clothing

At present, the "Generation Z" group has become the backbone of the consumer group. They no longer blindly pursue international big brands. Buying "domestic products", using "domestic products", and posting "Chinese products" has become a new daily routine for "national trendy youth". lifestyle.

Data shows that most consumers will repurchase Guochao products, which is mainly supported by "Chinese style" elements and patriotic feelings, of which "chao" is a bigger driving factor. It can be seen that product design and product quality are the follow-up links for Guochao clothing.

It is foreseeable that in the future, under the blessing of the seven major wind directions, the innovation speed of clothing companies and brands will continue to advance, bringing consumers a more diverse consumption experience.