Global consumption continues to recover, and denim and facewear companies must have the courage to seize new market opportunities

Under the impact of the epidemic, the global denim fabric and apparel market continues to change. 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 facewear industry, recently, Fu Peihua, senior account manager of the Asian supply chain marketing department of Cotton Incorporated, teamed up with the China Women’s Fabrics Fashion Trends Research Institute to “2021 Denim Market Analysis” was brought 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 clothing market. While sharing the latest information on the denim clothing market, Fu Peihua also provided information for denim clothing market. The increase in the value of clothing products brings inspiration and provides endogenous power for the continued and stable growth of denim and face clothing companies.

Fit and quality are key

According to research and forecast data released by Euromonitor International, 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 pre-epidemic level. annual sales. 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, followed by the comfort and durability of denim clothing, such as Denim fabrics with good elasticity and wear resistance are more popular among Chinese consumers.

Talking about the sources of inspiration for buying denim clothing, Fu Peihua said that most of the inspiration comes from online channels, among which Douyin, WeChat, Xiaohongshu and Weibo are the most important channels, but the highest proportion of inspiration comes from actual sources. Above are the display windows of physical stores, 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 shows that the number one denim clothing brand favored by Chinese consumers is Uniqlo, and its market share is much higher than that of Lee and Levi’s, which are ranked second and third. “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.

Promoting product sustainability

“Affected by the epidemic, consumers are increasingly paying attention to environmental protection, which has also affected their interest in the sustainability of clothing.” Fu Peihua mentioned, 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 most environmentally safe fiber preferred by consumers, followed by the choice of chemicals, and the third is energy consumption. Recycling ranks fourth.

“From a brand perspective, many brands are currently using sustainable technologies to develop more environmentally friendly denim clothing products.” Fu Peihua introduced innovative environmentally friendly technologies and products such as the NoStone denim washing process, It is pointed out that this can not only reduce water and energy consumption, reduce 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 insulating materials. Used to make food packaging, pet beds and other household items, keeping old denim clothing away from 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 Chinese and American denim clothing markets, we expect that China’s cotton spinning and denim clothing peers will not be afraid of difficulties and create an environmentally friendly and comfortable product for Chinese and global consumers. “Cowboy” world.

AAA

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