Insight into consumer preferences, and judge the new trend of China's clothing retail market

Insight into consumer preferences, and judge the new trend of China's clothing retail market

Under the environment of repeated epidemics, the lifestyles and shopping habits of consumers in China and around the world have undergone tremendous changes, and consumers have become more cautious. Factors such as the impact of offline consumption, the rise of online consumption, and the decline of consumer confidence have made China's apparel retail market full of uncertainty. Industry enterprises urgently need to adapt to changing consumer preferences and take the initiative to grasp the market pulse.

On August 17th, Mr. Zhang Ligang, Senior Account Manager of Asian Supply Chain Marketing of Cotton Incorporated, together with China Women's Wear Fabric Fashion Trend Research Institute, brought "Priority Reset: Constantly Adapting to Consumer Preference-2022 Update" through the "CTIC Fashion Academy" live broadcast platform. China Apparel Retail Market Research Report. Zhang Ligang made an in-depth analysis of the latest trends in China's apparel retail market in 2022 from the three dimensions of the impact of the epidemic on China's apparel market, consumers' love for denim, and consumers' attention to environmental sustainability, to help industry companies flexibly respond to market changes , to overcome the stereotypes of thinking, adjust the development of ideas.

Insight into trends and analysis of consumption preferences under the epidemic

Based on Cotton Incorporated's survey of Chinese consumers, Zhang Ligang explained in detail the changes in consumer preferences affected by the epidemic, and analyzed the development trend of the apparel retail market in the future.

"The survey shows that two-thirds of Chinese consumers say they are now staying at home more often. More than 80% believe it will take some time before they feel safe in malls, prompting Chinese consumers to shop more online From 2020 to 2021, online shopping retail sales will increase significantly. In 2022, nearly 40% of China's retail sales are expected to come from e-commerce, reaching nearly 26 trillion yuan." Zhang Ligang emphasized that the surge in online shopping preferences has led to many brands and retailers reimagine how they use brick-and-mortar space. Most consumers say they shop in-store for the experience, so brands and retailers should redesign brick-and-mortar stores to create immersive experiences for consumers, thereby enhancing the brand’s image in the minds of consumers.

"Consumer confidence in China has declined significantly since the beginning of this year and is at its lowest level in nearly 10 years." Zhang Ligang analyzed that the decline in consumer confidence may be due to the growing concerns of Chinese consumers, among which concerns about health care and the surge in epidemic cases have risen At the top of the list, followed by concerns about future uncertainty, inflation and personal finances.

“More than a third of consumers said they plan to spend more on clothing in the coming months. However, if the pandemic continues to cause shutdowns or inflation drives up prices for essential items, that means consumers will have to spend less If you spend money on clothes, then there may be some slowdown in clothing consumption." Zhang Ligang pointed out.

"Looking ahead, the growth rate of China's apparel market is expected to be close to 7% in 2022. In the next five years, total apparel spending is expected to increase by 37% to about US$460 billion." Zhang Ligang added, in addition to the impact of the epidemic, consumers plan to The type of clothing purchased is still dominated by casual wear and sportswear.

Looking forward to opportunities and tapping the potential of the denim market

Focusing on the consumer experience, Zhang Ligang analyzed the main motivations for consumers to choose to buy jeans, shared the opportunities contained in the denim market, and pointed out the direction for the product development of industrial enterprises in the denim field.

Zhang Ligang analyzed that one of the biggest changes in dressing style after the epidemic is that consumers prefer more comfortable, casual and fashionable clothing. Because jeans are comfortable to wear, denim is often worn to work from home, and many workplaces have relaxed or plan to relax dress codes, making it easier for consumers to wear jeans in the workplace. And for many activities outside of work, jeans are also a popular choice for Chinese consumers, with four out of five Chinese consumers saying jeans are their preferred casual wear.

Nearly half of Chinese consumers said they plan to buy more jeans this year than last year. Sales of jeans are expected to grow strongly by 19% to nearly 113 billion yuan by 2026. Zhang Ligang pointed out that in terms of jeans type, economy and standard jeans account for the majority of jeans sales in China, accounting for nearly 66% of the market. Over the next five years, mid-priced standard jeans will see the fastest growth, followed closely by premium and ultra-premium jeans.

"Comfort and fit are the biggest motivations for Chinese consumers to buy jeans, followed by quality and versatility." Zhang Ligang said that more than two-thirds of Chinese consumers think fit is very important when buying jeans. More than four-fifths of people are willing to pay more for jeans when a fit is found.

"As consumers become more environmentally conscious, it is more and more important for consumers to buy more sustainable denim." Zhang Ligang emphasized that denim uses natural fibers, recyclability, workers' rights wages, Factors such as the reduction of chemicals and water in the production process will affect consumers' purchase of jeans.

Focus on environmental protection and explore sustainable fashion

Zhang Ligang conducted an in-depth analysis of the three core pillars of recycling, recycling and degradability of clothing products, and provided innovative solutions for sustainable product development of industry enterprises.

"Promoting the quality and durability of clothing will help prolong the use and reuse phase of the circular economy." Zhang Ligang said that 94% of Chinese consumers choose quality over price. Consumers demand good quality, so designing products needs to ensure quality and durability. And nearly two-thirds of Chinese consumers believe that cotton clothing has the longest and most sustainable lifespan compared to other fibers such as rayon and polyester .

Zhang Ligang pointed out that the next pillar of the cycle is recycling. Nearly nine in 10 consumers said they would be interested in recycling old clothes and making them into new products other than textiles, as long as the same level of quality was maintained . Cotton Incorporated's BLUE JEANS GO GREEN? program since 2006 is a collection of worn-out jeans from consumers. This project keeps worn jeans out of landfills while converting them into insulation for building homes, food packaging, pet beds and other uses.

The last pillar of the cycle is degradable. Nearly three-quarters of Chinese consumers say it is important for clothing to be made from biodegradable materials. Cotton Incorporated, in collaboration with North Carolina State University, found that after 30 days, cotton had degraded more than 90 percent in wastewater, 80 percent in fresh water, and nearly 50 percent in salt water, and was fully functional in all of these environments. degradation. Zhang Ligang emphasized that as a plant and natural fiber, cotton is inherently recyclable.