Since the down jacket **constant**, the winter clothing market has ushered in a new trend, and the jacket has attracted people's attention with its fashionable image. However, in terms of brand selection, people gradually abandoned the past jacket leader "Archaeopteryx" and chose the "new top stream" camel instead. Why is this happening?Let's listen to the insider's analysis.
Last year, people talked a lot about "all birdmen", saying that "with Archaeopteryx, I don't want to talk to anyone without birds." But this year, people began to snub Arc'teryx and abandon the brand. The reason for this is that there are indeed some problems with the Archaeopteryx's jacket, which is why people abandon it.
1. **Too high
Down jackets*** More and more people are beginning to choose jackets, padded jackets and military coats. Among the jacket brands, people are naturally more willing to choose brands with higher cost performance. And one of the fundamental problems with Archaeopteryx is that it is too high. On the official website of Archaeopteryx, the average price of the jacket is 6,000 yuan, and some even sell it for tens of thousands of yuanPhysical stores also offer almost no discounts, and they are sold at the original price all year round. In the face of high prices, many consumers have begun to consume more rationally and spend their money where they are worth their money.
2. Fakes are rampant
*Although it is high, Archaeopteryx still has loyal fans who pay for it. However, many businesses take advantage of consumers' herd mentality and sell counterfeit and shoddy products, which is frustrating. There are countless platforms for Arc'teryx on the Internet, as well as micro-businesses, and if consumers can't identify the real and fake, they may spend thousands or even tens of thousands of dollars to buy fakes. Even if some people know that it is a fake, they buy it for the sake of face and chasing the wind. Once it is identified or there is a quality problem, it will be embarrassing.
3. Serious homogenization
Archaeopteryx used to be known as the "all-in-one birdman", flaunting its market share. However, nowadays there is a "birdman" every ten steps, and this homogenization makes the quality of the Archaeopteryx jacket seem to be reduced. This also dissuaded some consumers who pursued high taste.
Nowadays, the streets and alleys can be seen full of "camel Xiangzi", this authentic and credible brand has made more and more people choose camels. So, why is this happening?In fact, the camel jacket has its own advantages, and Archaeopteryx does not have.
1. Cost-effective
The camel jacket is the "replacement" of Archaeopteryx, and its biggest advantage is that it is cost-effective. The price of a camel jacket on the counter is 2198 yuan, but the online event price is only 669 yuan, which is equivalent to one-fifth of Archaeopteryx, and the sales are very hot. Of course, the quality of the camels is also impeccable.
2. High functionality
Although it is cheaper than Archaeopteryx, the camel jacket does not cut corners, and has a cost-effective and high-quality connotation. DuPont Teflon and ENFO-Tech dual rainproof technology independently developed by Camel has excellent waterproof effect, and the "Teflon" logo must be identified on the label. In addition, it is wind, oil and dirt resistant, and the camel is not inferior to Archaeopteryx in a hard shell, liner or 3-in-1 design.
3. Strong sense of fashion
Nowadays, the camel jacket has become a fashion item for young people, not only limited to outdoor travel and other occasions, but also has become the standard for daily wear. Looking at the appearance of the camel jacket, the version and color are similar to the big brands such as Archaeopteryx and North Face, with a strong sense of fashion and high cost performance, how can it not be loved?
4. Blessing of domestic products
Many people question whether camel is a domestic brand, in fact, camel camel is an old American brand with a history of 100 years, but the production of its jacket is licensed to a company in Guangdong, so it can be said that camel is also a domestic product. The blessing of domestic labels has enhanced consumers' favorability of camel jackets. Coupled with the combination of the above advantages, people naturally gave up on Archaeopteryx in favor of camels.
The decline of Archaeopteryx and the rise of camels reflect the changing consumption attitudes of contemporary young people. They no longer pursue the notion that expensive is good, just like giving up down jackets in favor of floral padded jackets and military coats. They chose the camel jacket because of its advantages such as high cost performance, comprehensive functionality, fashion sense and domestic blessing. To a certain extent, this trend reflects the changing consumerist perception of contemporary young people.