The fashion industry is changing, and the jacket has become the "new top stream" in the winter clothing market, attracting more and more consumers' attention. However, the former jacket boss "Archaeopteryx" began to gradually fall out of favor, and the camel brand gradually emerged. Why is this happening?There are four reasons for this.
First of all, the ** of Archaeopteryx is too high. In the context of rising prices of down jackets, more and more people are beginning to choose jackets as a substitute. However, Archaeopteryx's ** is too expensive. The average price of its official website jacket is as high as 6,000 yuan, and some styles even cost more than 10,000 yuan. And in brick-and-mortar stores, Archaeopteryx is hardly discounted and has been sold at its original price. In the face of more and more rational consumers, the high ** has become one of the reasons why they give up Archaeopteryx.
Secondly, there is a flood of Archaeopteryx fakes. On the Internet, there are many purchase channels for Archaeopteryx, including micro-business, **, etc. In order to make a profit, many merchants do not hesitate to counterfeit and shoddy Archaeopteryx products. For those consumers who are less discerning, it is easy to be deceived and spend a lot of money to buy fakes. There are even some people who know that it is a fake, but they will still buy it, in order to maintain face and follow the image. This phenomenon of counterfeit goods is very disappointing and deters many consumers.
Third, Archaeopteryx's collision rate is too high. Once upon a time, all the birdmen were full of Archaeopteryx. However, nowadays, more and more young people are beginning to pursue individuality and uniqueness, and no longer like popular products. When eight out of ten people on the street wore an Archaeopteryx jacket, it became less noticeable and reduced the perception of quality. This has also led to a loss of interest in Archaeopteryx by some high-class people.
With the fall of favor from Archaeopteryx, the camel brand has emerged, and more and more people have begun to choose camel jackets. Camels have four advantages that make it difficult for people to refuse.
First of all, the camel jacket is very cost-effective. Compared with Archaeopteryx, the ** of the camel jacket is more close to the people. On the counter, the price of a camel jacket is 2198 yuan, and the price of the event is 669 yuan. In comparison, camels are only one-fifth the size of Archaeopteryx, and sales are still very hot. The price-performance ratio of the camel jacket makes it irresistible.
Secondly, the camel jacket is fully functional. Despite the relatively low **, the camel jacket did not cut corners in terms of quality. It is equipped with DuPont Teflon and Enfo-Tech dual rain protection technology, which is very waterproof. At the same time, it also has the functions of windproof, oil-proof, and anti-fouling, and has a complete range of styles, including hard shells, liners, and three-in-one styles. In terms of functionality, the camel jacket is on par with Archaeopteryx.
Third, the camel jacket has a strong sense of fashion. Nowadays, the camel jacket has become a fashion standard for young people, and it is no longer limited to outdoor wear. Its style and color scheme are similar to big brands such as Archaeopteryx, with a strong sense of fashion and high cost performance, which naturally makes people love it.
Finally, the camel jacket also has the blessing of domestic products. Although Camel is an old American brand, its jacket is licensed to a company in China. Such domestic attributes make people closer to camel jackets. Combining the above advantages, people naturally abandoned Archaeopteryx in favor of camels.
In short, the fall of Archaeopteryx and the rise of camels reflect the changing consumption outlook of contemporary young people. They are more sensitive to ** and no longer pursue expensive as good. The camel jacket has successfully attracted more and more consumers with its advantages of high cost performance, comprehensive functionality, strong fashion sense and domestic products. The competitive landscape in the fashion industry is constantly evolving as consumer needs change, and only by keeping up with the trends and providing quality products can you gain a foothold in the market.