What do you usually wear in winter?If you put it in previous years, the down jacket is definitely the best choice, if you put it in this year, the jacket is undoubtedly the new favorite, but in addition to the jacket, another old product has become popular again, which is very surprising, this is the famous military coat, why can the military coat suddenly become popular?
First, the military coat suddenly became popular?
According to a report by ***, down jackets are getting more and more expensive, and it seems that they are a topic that will not be absent every winter. Just when netizens were discussing the topic of "can you accept domestic down jackets of more than 1,000 yuan", this winter, a group of college students who "rectified the down jacket market" put on flower cotton jackets and military coats again, which is really "not that down jackets can't be bought, but that flat replacement models are more cost-effective".
In 1936, the world's first real down jacket was born. In less than a hundred years, this lightweight, warm warm clothing has entered the wardrobe of almost every household in the north, and even many southerners will always have one.
However, in addition to warmth, more and more added value has been added to down jackets, resulting in its successive climbs. "I have the impression that a down jacket is already very expensive for seven or eight hundred yuan, but I didn't expect that more than a thousand yuan is normal now**. Many people who have recently planned to buy down jackets have expressed such feelings.
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Second, the down jacket that continues to rise in price has given way to the military coat
Recently, military coats have set off a craze in the fashion industry, and more and more young people are beginning to pay attention to and buy military coats. At the same time, the once highly sought-after down jacket** is constantly **, so why can the military coat replace the down jacket as the new fashion darling?
First of all, the **rise of down jackets is an undeniable fact. Due to the increase in the cost of raw materials required to make down jackets, coupled with the influence of factors such as brand effect, many well-known brands of down jackets** have reached thousands or even tens of thousands of yuan. This is obviously a big burden for most consumers. As a result, many people are looking for alternatives to down jackets, such as military coats and jackets. In this case, the military coat has become the first choice of consumers due to its relatively low ** and good thermal performance.
Secondly, the popularity of military coats is indeed the result of market changes and shifts in consumer demand. Changes in the economy have led to increased consumer sensitivity to **. In the process of economic development, people's living standards have gradually improved, and the concept of consumption has also changed. In the past, high-end warm clothing such as down jackets may have been the first choice of consumers, but with the continuous development of down jackets, more and more consumers are looking for more cost-effective alternatives. As a relatively low and good thermal clothing, military coats have naturally become a new choice for consumers.
Consumer demand for practicality is also increasing. Unlike consumers who pursued brands and fashion in the past, consumers today pay more attention to the practicality of clothing. The military coat meets the needs of consumers for practicality with its warm, wear-resistant, waterproof and other characteristics. Especially in some harsh weather conditions, the practicality of the military coat is more prominent.
The cost-effective advantage of the military coat is also one of the important reasons for its popularity. Compared with high-end warm clothing such as down jackets, the ** of military coats is relatively low, but its thermal performance and practicality are not inferior at all. This has led more and more consumers to choose military coats as an alternative to down jackets.
Thirdly, the innovation of military coats is also worth paying attention to. The development of the military coat itself also has certain peculiarities. Over the years, military coats have also begun to gradually pay attention to design, with more and more windbreaker styles similar to bosses, and the traditional military green has begun to be abandoned, which has also brought more options to the market. These innovative designs allow military coats to get rid of the single image of the past and become more fashionable and personalized, attracting the attention of more young consumers. In addition, the promotion of social ** is also an important reason for the popularity of military coats. On social **, many fashion bloggers and celebrities have posted their own military coats**, triggering a boom in military coats. The influence of these fashionistas has made more and more young people pay attention to and buy military coats, which has further promoted the popularity of military coats.
Fourth, in the long run, the popularity of military coats is not caused by a single factor. In addition to the reasons mentioned above, there is also the influence of socio-cultural context. For example, in the past, military coats were once seen as a symbol of a simple, hard-working lifestyle, but now, people are starting to revisit this value and see it as a fashion trend.