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Down jackets were once the most popular warm clothing in winter, whether it is a fashionable person or an ordinary person, they will choose a light and warm coat.
However, in recent years, the domestic down jacket market share and sales have been declining, and many brands and stores are closing down or restructuring. Why did down jackets gradually slip off the "altar" and gradually be ignored by people?Through interviews with the industry, we have summarized four major factors.
1. The impact of down jackets on environmental protection and animal rights and interests has aroused consumers' suspicion and opposition.
The raw materials for making down jackets are duck down, goose down, etc., which are taken from the chest and abdomen of ducks and geese, and some are taken directly from living ducks and geese.
In addition, in the process of production and processing, a large amount of wastewater and waste gas is discharged, which has a serious impact on the local ecological environment. The above problems have caused some customers to rethink them, no longer buying or wearing down clothing, but turning to more green and humane products such as man-made fibers and plant fibers.
Second, in terms of quality and style, it is difficult to meet the diverse needs and aesthetics of customers.
The quality and style of down jackets have a great impact on customers' clothing, but the down jackets on the market have problems such as low down content, poor down cleanliness, easy deformation, easy leakage, and peculiar smell. These issues not only affect the warmth and comfort of the garment, but also the durability and aesthetics of the garment.
In addition, in terms of the style of clothing, there is also a style list.
First, conservative problems, lack of innovation and individuality, it is difficult to adapt to people's diverse needs and aesthetic needs. On the premise of pursuing warmth, people want to reflect their personal personality and taste, so they begin to choose more modern and diverse clothing, such as wool coats, fur coats, cotton clothes, etc.
Third, the price and performance of down jackets are not competitive.
Down jackets are generally more expensive due to various reasons such as raw materials and brand premiums and channel costs, especially some high-end brands, such as Canada Goose and Montclair, ranging from thousands to tens of thousands.
However, it is not as valuable as it is for warmth and comfort, and because it has a relatively short service life and is easy to wear and tear.
In the face of the best and low prices of down jackets, customers will become more rational and sensible, and they will compare various brands and styles of down jackets, or choose sweaters, cashmere sweaters, wool pants and other more economical and durable clothes.
Fourth, the competition in the down jacket industry is becoming increasingly fierce, and the differences and divisions between major enterprises are becoming clearer and clearer.
The competition in the down jacket industry is becoming increasingly fierce, including the competition of the same type of clothing such as cotton clothing and wool coats, as well as the competition of cross-products in sportswear, outdoor clothing and other industries.
There is also a clear division of domestic down jacket brands, some of which are high-end clothing represented by "Canada Goose" and "Munch", some are mid-range clothing represented by Bosideng and Youngor, and some are "low-end" with "duck duck" and "flying in the snow" as the main focus.
The differences and positioning of various brands also have a certain impact on consumers' purchasing behavior, and consumers will choose the most suitable brands and styles according to their own needs and financial resources, rather than blindly following the trend and famous brands.
Down jackets are no longer a popular winter garment and are gradually fading out of people's sight. The main reasons are as follows: The environmental protection effect and animal welfare effect of down products;Quality & Style Issues;* with price-performance issues;Market competition and brand differentiation.
In order to make down jackets regain the love of customers, it is necessary to continuously innovate and improve, improve the quality and function of down jackets, and make their styles and styles more diversified, so as to reduce their selling prices and production costs, enhance their market competitiveness, and establish their brand image and value, so as to meet the diverse needs and aesthetic needs of customers.
Conclusion. Once considered a must-have for winter, it is now being met with a shrinking market and customers. The main reasons are as follows: The environmental protection effect and animal welfare effect of down products;Quality & Style Issues;* with price-performance issues;Market competition and brand differentiation.
The future of the down industry will be determined by both companies and consumers. Enterprises should improve the quality and function of down jacket products to make them more diversified in style and style, so as to achieve the purpose of reducing the quality and cost of products.
Consumers should be more rational and rational, and choose the most suitable products and styles according to their financial situation, rather than blindly following the trend.
At the same time, the green and humanized down production model should also arouse the attention and support of the majority of consumers, and make their own contribution to the protection of ecology and animals. Only in this way can down jackets be reborn and return to the eyes and hearts of consumers. What do you think?