Outdoor Clothing New Trend, Create Tough Vitality Under Bad Weather

< p > < strong > < a > target= "_blank" href= "//www.sjfzxm.com/" > clothing > /a > overall sales decline < /strong > /p >

Less than P, since January this year, the United States was hit by snowstorms, forcing many retailers to close down.

Bad weather has made American consumers more likely to stay away from home.

However, this has a certain impact on the apparel retailing industry, especially the brand that is sold only by stores but without e-commerce.

The report of the famous clothing retailers in America showed that only two brands in January - L brand and GAAP realized the same sales growth rate.

The sales growth rate of the same industry was 0.2% lower than that of last December.

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< p > sportswear and < a target= "_blank" href= "//www.sjfzxm.com/" > shoes < /a > retailer Zumiez sales in January amounted to $38 million, compared with $50 million last year. The company operated 551 stores in the United States, net profit plunged 24.3%, and same store sales rate dropped 7.6%.

The jeans brand The Buckle said the brand had 449 stores in the United States, and the same store sales rate fell 6.6% in January.

Although L brand sales increased, the net profit of US $7 million decreased by 25% compared with the same period last year.

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Ken Perkins, President of American Apparel research company, said: "bad weather has led to many problems, because people have reduced their income from home on vacation, and lack of enthusiasm for fashion, so that consumers eventually reduce or even not consume clothing products."

This does affect some retailers' performance, but not all retailers. "

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Michael Namira, chief economist of the International Shopping Center Association, said: "the retail sales of shopping centers in January are not optimistic, but there is still growth."

In January and February, the sales were off season, and abnormal weather would aggravate the situation.

But there are exceptions. "

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< p > < strong > the trend of outdoor clothing growth is less than /strong > /p >

< p > the exception of Michael's mouth is the outdoor clothing with the function of protecting the wind from the cold.

With the overall sale of clothing retail unfavourable, outdoor clothing has sprung up and sales are increasing.

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< p > 2013, the turnover of German outdoor clothing brand Jack Wolfskin decreased by 7.9%.

However, in 2014, adverse weather conditions reversed the situation.

At the beginning of the year, the group grew strongly in the international market. Its sales in the UK increased by 45% and increased by 13.7% in Eastern Europe.

The brand chief executive said: "our products have always had a first-class climate defense function. When the weather changes, the product mix will also produce corresponding changes, which laid a good foundation for the growth of the year.

The practical design concept, advanced production technology and good fabric quality of wolf claw products make clothing, footwear and accessories withstand the severe test of wind, frost, rain and snow and cold climate.

This should be the main reason why many consumers choose the best outdoor clothes in extremely cold weather.

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< p > Columbia from Columbia also saw sales growth in the beginning of the year.

The person in charge of the brand said that no specific sales figures had been collected yet, but the sudden change of weather could have a certain effect on product sales.

The biggest feature of outdoor clothing is waterproof and breathable, which can cope with all kinds of weather changes.

In such a snowy weather, people had better stay at home, but there are still some things that need to be done outdoors, such as shoveling snow. Under such circumstances, I think there is no more suitable a target= "_blank" href= "//www.sjfzxm.com/" than clothes for outdoor wear.

Of course, the function of outdoor clothes is more than that, and it is not only suitable for wearing when the weather is bad, but at this time, it can highlight the powerful function of the outdoor clothing.

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< p > < strong > function and fashion two have both < /strong > < /p >.

Benhaus, the British outdoor clothing brand (Berghaus), believes that in the past, outdoor clothing had no modification and other decorative functions. The size selection was relatively simple, and it was difficult to attract fashionable consumers, especially women in the workplace.

Because these consumers need to take care of their families and jobs and have little time for outdoor activities, they are not among the target consumers of the brand.

However, the storm caused the brand to attract the attention of some consumers.

Brand leader said: "only a more fashionable look and self-cultivation design can really get to the hearts of women in the workplace.

Fortunately, we have already made preparations and have been improving products in fashion. "

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< p > the brand headquarters of Sunderland in the United Kingdom has initially used the alvaform technical specification size. By scanning over 50000 20~40 year old men and women, the existing clothing version is modified, and the size of the dress is subdivided to make the most suitable outdoor clothing for the Europeans. Meanwhile, the design team is strengthening the cultivation of women's clothing.

"In the past, outdoor clothing was most concerned with functionality, such as shoulders and hips, which were relatively large, mainly for comfort and folding, but not for fashion and beauty, but now we can make products more elaborate and fit by standardizing sizes."

The brand chief "a" target= "_blank" href= "//www.sjfzxm.com/" > designer < /a > Aran said so.

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P, the top outdoor clothing brand in Patagonia (Patagonia), the autumn and winter ultra light down outdoor clothes also shine brilliantly in early 2014.

This series of products is very light and thin, breaking through the heavy traditional impression of outdoor clothes, which is in line with the preferences of young consumers.

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