Under the impact of the epidemic, the global denim fabric and apparel market continues to change, and industry companies have realized the importance of integrated development and stable upgrade of supply chain and modern technology. In the post-epidemic era where consumption is gradually recovering, proactively tapping market growth potential, clarifying the direction of product innovation and research and development, and arranging online and offline marketing channels are particularly critical for the sustainable development of denim and facewear companies.
In response to the impact of the epidemic on the denim clothing industry, Fu Peihua, senior account manager of the Asian supply chain marketing department of Cotton Incorporated, recently conducted research on the fashion trends of Chinese women’s clothing fabrics. Institute, brought “2021 Denim Market Analysis” through the “CTIC Fashion Institute” live broadcast platform.
Based on an in-depth analysis of the global raw material market and apparel trade trends, Fu Peihua focused on the development trends, consumer habits and product sustainability of China’s denim apparel market , while sharing the latest information on the denim surface clothing market, it also brings inspiration for the improvement of the value of denim surface clothing products and provides endogenous power for the continued and stable growth of denim surface clothing companies.
Fitness and quality are key
According to surveys and research published by Euromonitor International According to forecast data, affected by the epidemic, China’s denim clothing sales in 2020 dropped by 12% compared with 2019, but sales in 2021 are expected to rebound to 91 billion yuan, close to the annual sales before the epidemic. Euromonitor International predicts that the annual growth rate of China’s denim clothing sales in the next five years is expected to be 5%, and will reach 100 billion yuan in 2025.
“Denim clothing is an indispensable part of Chinese consumers’ wardrobes.” Fu Peihua pointed out that Chinese consumers value the fit and quality of denim clothing most. The second concern is the comfort and durability of denim clothing. For example, denim fabrics with good elasticity and wear resistance are more popular among Chinese consumers.
When talking about the sources of inspiration for buying denim clothing, Fu Peihua said that most of the inspiration comes from online channels, including Douyin, WeChat, Xiaohongshu and Weibo. are the most important channels, but the source of inspiration with the highest proportion is actually the display window of the physical store, accounting for 41%. “In the past few years, with the popularity of smartphones, online shopping has become a new shopping model, and the business of physical stores has been greatly challenged. However, many clothing brands have recently proposed that the future will be a marketing model that combines online and offline.” Fu Peihua pointed out , the main function of offline stores in the future will no longer be to sell clothing, but will focus more on customer experience.
Data show that the number one denim clothing brand preferred by Chinese consumers is Uniqlo, and its market share is much higher than the second and third places Lee and Levi’s. “We can see that among the more than ten brands on the list, there are only two Chinese brands, Meibang and Vero Moda, and their share is less than 1%. This shows that compared with international brands, Chinese brands still have a long way to go. .” Fu Peihua added that Chinese consumers are relatively loyal to denim clothing brands, and more than half of Chinese consumers tend to buy denim clothing from the same brand they like.
Promote product sustainability
“Affected by the epidemic, consumers The growing concern about environmental protection has also affected their interest in clothing sustainability.” Fu Peihua mentioned that 82% of Chinese consumers said that sustainability has become an important reference factor when purchasing clothing.
The choice of fiber has become the most influential factor in the environmental protection of clothing in the eyes of consumers. Among them, cotton has become the first choice of consumers for the safest fiber for the environment. Second is the choice of chemicals, third is energy consumption, and recycling ranks fourth.
“From a brand perspective, many brands are currently using sustainable technologies to develop more environmentally friendly denim clothing products.” Fu Peihua An introduction was made to environmentally friendly innovative technologies and products such as the NoStone denim washing process, pointing out that this can not only reduce water and energy consumption, processing time and labor costs, but also achieve consistent results for proofing and mass production.
In 2006, Cotton Incorporated also launched the BLUE JEANS GO GREENtm project, also known as the blue jeans greening plan, which collects old denim to make insulation The material is used to make household products such as food packaging and pet beds, keeping old denim clothing out of landfills and reducing environmental pollution. So far, Cotton Incorporated has cooperated with more than 200 brands and more than 90 colleges and universities to collect old denim clothing.
Fu Peihua said that after comprehensively analyzing the global fundamentals and the Sino-US denim clothing market, we expect that China’s cotton spinning and denim clothing peers can continue to Fear the hardships and create an environmentally friendly and comfortable “denim” world for Chinese and global consumers.