Technology Warmth Has Become The Key Point For Clothing Brands To Attract Consumers

As the temperature drops, warm clothing has just ushered in the sales peak season as a demand in winter. Many businesses focus on consumer demand and seize the "cold" business opportunity to add warmth to the consumer market. From the perspective of online consumption trend, the number of searches related to thermal clothing has exceeded 20 million recently. Thermal underwear, down jacket, children's warmth, thermal knee pads, and thermal vests are the top five keywords searched by consumers. There are a wide variety of thermal clothing in the market. The flexible and versatile thermal clothing with multiple clothes is popular among consumers.

This winter's top piece is down jacket. From thin and light quilts to loose and plump quilts, from simple and solid colors to personalized prints, from comfortable inside to hard core and cold proof outside, the diversified style down jackets have returned to the "C" position in the thermal insulation market, regaining the market that was once snatched by products such as assault jackets, military coats and fleece. Different wearing scenes, such as commuting, business, ice and snow sports, camping and outdoor, put forward different requirements for the style and tailoring of down jackets. In addition to the core of warmth preservation, portability and practicality are equally important. From the purchase evaluation, consumers pay the most attention to the warmth retention, portability, softness, fit and fashion of down jackets.

In addition to down jackets, thermal underwear is also an indispensable "cold proof artifact" in winter. Online consumption data shows that among all kinds of thermal clothing, the number of consumers who buy thermal underwear accounts for the highest proportion, up to 17.7%. With the progress of science and technology, the current thermal underwear pays more attention to product details. For example, advanced sweat wicking technology is used to help keep the body dry, and the light, thin and seamless fabric design makes people feel less bloated in the cold. From the perspective of consumer evaluation, soft and comfortable, good warmth retention effect, appropriate size, thickness and fitness have become the focus of attention.

On the whole, consumers pay attention to warmth, comfort and lightness when purchasing winter warm clothing, which puts forward higher requirements for product quality. At present, scientific and technological warmth preservation has become the key for clothing brands to attract consumers. By integrating scientific and technological elements into winter clothing, it not only improves the warmth preservation performance of products, but also meets consumers' pursuit of quality and personalization. Relevant brand businesses should seize the pain point of winter clothing, which is "beautiful without frost resistance, and frost resistance without shape", and introduce more high-quality and beautiful thermal clothing to bring comfort, warmth and beauty to consumers. (Author Dong Fei)

(Source: Economic Daily)