I don't know if you have followed the trend when buying down jackets?
From small down jackets to mid-length and even extra-long down jackets, all kinds of down jackets emerge in an endless stream.
In addition, many down jackets are advertised very well, which also attracts a lot of consumers.
But many of them are "short-lived" and completely forgotten after the boom has passed.
Become the "North Side" of school uniforms
I just want to buy a pair from North Face. My classmates have both. ”
If you have teenagers at home, it is estimated that parents will be very familiar with the brand "North Face".
In the past two winters, the North Face brand has become popular all over major campuses. Whether it's a junior high school student, a high school student, or even a college student, it's almost all North Face.
If you rush to pick up the kids on a Friday, you'll find that almost everyone is wearing the same clothes. It doesn't matter if it's a boy or a girl, except for the different colors, the style is exactly the same.
Therefore, many family members ridiculed: they are usually reluctant to wear school uniforms, but now a coat directly dominates the "campus uniform", which is more unified than the school uniform.
It can be said that in the past few years, almost everyone on the street has a north face, and it has even reached the level of a bad street.
However, what many people don't know is that the North Face brand is actually an outdoor brand in the United States, and its ** is also quite expensive, a down jacket costs thousands of dollars.
In the beginning, North Face was not as popular as it is now, but after their collaboration, North Face's various designs and appearances attracted attention.
Since its association with fashion brands, North Face's reputation has grown by the day. The basic style of North Face has become a piece of clothing that many people will buy in winter.
But if we look closely, we see that there is nothing special about the appearance of North Face. On the contrary, it is very basic, but this does not affect everyone's subsequent purchase.
In some schools, if someone doesn't have a piece, they may not be teased by their classmates.
But in fact, many people buy not **, but imitations.
This year, there are a lot fewer people wearing North Face on the streets. Some people even say, who still wears North Face among young people now?
And this also makes the sales in the north a very sharp contrast with before.
Bosideng sells well in 72 countries around the world.
When it comes to the brand of Bosideng, it is estimated that few young people nowadays know about it. In their impression, Bosideng is the down jacket that their parents bought.
I have to say that for the people of the era, Bosideng is a very famous brand, because they are really willing to spend money on advertising, and they do a good job of publicity.
In 1995, Bosideng first appeared in the public eye on ** TV. Subsequently, it became famous as "Bosideng gives you intimate warmth" and became a well-known down jacket brand.
It can be said that Bosideng's starting point is very high, which also brings them a very high ** degree.
At that time, Bosideng was the "big brother" in the down jacket industry, and its clothing was simple and elegant.
Every winter, people go to the Bosideng store to buy a Bosideng down jacket for their family. Considering the economy at the time, Bosideng's ** was not particularly cheap, but the quality and reputation were there. Yes, there are still a lot of people who are willing to buy.
At that time, if someone wore a Bosideng dress, it would give people the feeling that the family was rich, and they would also get the envy of others.
Later, Bosideng's advertising slogan was changed again and again, and a number of spokespersons were hired, which attracted many people to buy it. It also ran an ad saying it was "sold to 72 countries around the world."
But in recent years, we have rarely heard anyone say that they want to buy Bosideng down jackets.
In fact, the reason behind this is very simple, because its ** is completely beyond people's ability to bear.
Everyone has found that the ** of Bosideng down jackets seems to be becoming more and more "unaffordable".
Gradually, fewer and fewer people are buying Bosideng down jackets.
Fly in the snow.
A small tidbit: Flying in the Snow is actually a brand owned by Bosideng.
But unlike Bosideng, Xuefei doesn't have many ads, but this doesn't affect its sales.
In the down jacket market in the 20th century, in addition to Bosideng, there was also the brand Flying in the Snow.
Not only that, but compared to Bosideng, it's actually cheaper.
What impressed me was that when I was a kid watching TV, there were always commercials flying in the snow. * The men and women in the middle wear long down jackets and walk on the cold road, giving the impression that they don't know how cold it is.
At that time, every time I went shopping, my mother would take me to Xue Zhongfei's shop. At that time, my impression of this down jacket was "from my mother's time".
This thought stays with me to this day.
But it has to be said that there are endless styles of down jackets on the market now, and people have a lot more choices to choose from. This actually has a big impact on those basic down jackets.
Take "Flying in the Snow" as an example. Although its fame is there, it is contrary to the notion that people are now pursuing fashion. As a result, its sales and reputation are not as good as before.
What's more, it loses one of its original most attractive advantages, which is the value for money.
In the 20th century, when people went to buy down jackets, the first two brands they usually considered were Bosideng and Snow Fly.
Obviously, Snow Flying is actually very advantageous, because it has the characteristics of high cost performance, so many people flock to it.
But now, if we go to Xue Zhongfei's store and take a look, a down jacket costs two, three or four thousand at every turn, which is far beyond people's ability to accept.
Later, Xue Zhongfei may have taken a fancy to the young market. They started targeting the younger market and designed some young, sporty clothes.
But the final response was very mediocre, and even less than the previous market sales.
In addition, now various brands have launched cost-effective down jackets, which also makes Xue Zhongfei lose his original advantages.
Gradually, in people's minds, the brand Flying in the Snow seems to have disappeared.
Sometimes when it comes to the brand Xuefei, people will always laugh and say that this brand was quite popular when I was a child.
It can be seen that the reason why these down jackets are gradually fading out of people's sight is actually a lack of innovation and unable to keep up with the trend of the times.
Although they say they have their own brand characteristics, they don't have a sales plan that best suits the current situation.
How many of these three down jackets have you worn that are not very popular?