Hangzhou: Clothing Merchants Stir Fried "Down Feather" Concept

According to past experience, in late November, Hangzhou should have been in the winter. But by the end of November, Hangzhou It's still very warm. The day before yesterday, Hangzhou city was 24.7 degrees above the highest temperature, and the highest temperature was 23 degrees yesterday.

The temperature has always been high. Thick and heavy The traditional down jacket sale is not as good as in previous years. And aiming at such business opportunities, JEANSWEST, UNIQLO, van keepin and other major businesses have been pushing the concept of "down feather" and vigorously selling their own "light" down garments. {page_break}

　　 " Warm winter "Hot feather"

The real winter has not come, the beauty MM are busy looking for thin clothes, smart businessmen also naturally think of the money to start making light money.

Yesterday afternoon, the head of the Promotion Department of Zhejiang JEANSWEST Clothing Co., Ltd. told reporters that the concept of "light down" has gradually occupied the market aorta, and that is why this has just launched the seasonal ultra light down down garment.

The official said that the brand of "light feather" only introduced women's clothing. Because the beauty of Hangzhou MM likes to dress lightly. At the same time, the winter marketing strategy is also combined with the climate. This year is warm winter. In order to cater to the needs of the public, the light money has been "touted".

Chen Zhaoxian, President of Zhejiang feather down association and President of Zhejiang Tianxiang holding group, told reporters that in fact, the "down feather" boom is also a matter of these two years. As early as the end of 2009, some garment enterprises began to produce relatively thin down garments. At that time, UNIQLO introduced the new "ultra light down garment", and this year the brand is promoting the "senior light feather jacket", priced at 499 yuan, both men and women wear. Sales volume Not bad. At the same time, a "super light down jacket" was sold yesterday.

The "light feather" has been touted. The original thick feather down jacket is in a difficult position. Reporters in the Century Lianhua Qingchun shop interview found that compared with previous years, because this year has not really "winter", the sales of traditional down clothing is not as good as in previous years.

　　 The concept of "down feather" has opened up new markets.

The head of JEANSWEST's promotion department said that the price of "light feather" is also slightly cheaper than that of the same heavy down garment. "The same type of the same paragraph, light weight of the thickness of the cost of about 100 yuan. Our company's "light feather down" is now priced at 400 yuan in major shopping malls in Hangzhou city.

As for the reasons for the cheap, the industry experts agreed that it is because of the difference between light and thick materials. "For example, the feather and down cost of" feather down "clothing is cheaper than that of the down feather used in cold weather. In addition, even if the same feather is down, the amount of light feather clothing will be less than that of the ordinary down garment, so the price will be cheaper.

However, Chen Zhaoxian also said, "the price difference depends on different brands and styles. To see whether these brands are based on parity or high-end. Some high-end "light down" clothing uses the top down, so the cost may be higher. {page_break}

In addition to market demand, the concept of "light down" has actually opened up a new clothing variety, so it is particularly sought after by the down jacket business. Before the winter, only a thick down garment was needed. Now, with the concept of "light feather down", many people have added a down garment in the wardrobe, and the demand for the market has increased dramatically.

　 "Light feather" is hard to resist and severe cold.

Is this kind of "light feather" warm enough?

Yesterday afternoon, reporters visited several clothing stores near the North Rim market. In the clothing store, the reporter saw that the down weight clothing with super light weight is mainly light and ultra thin fabric, and feels soft and delicate, and these clothes are lighter. According to businessmen, this kind of down clothing line along the seam is thicker than the thickness of the down jacket, the purpose is to more secure the light feather down.

The reporter has tried on the "down feather" of three clothing stores. It felt moderate at the highest temperature of 23 degrees yesterday, and did not feel very hot. If the temperature drops sharply, there will be no way to keep the light feather down.

Yesterday afternoon, the reporter registered in the sales evaluation of a "super light collar down jacket" (men's money), which was sold yesterday, was found to be "very fond, very light, and now very suitable for wear", but he also said, "some days are not thick enough."

And the head of JEANSWEST promotion department also said, "the winter in the north is cold, and the" down feather "is still not cold in hold.

Chen Zhaoxian told reporters: "this kind of down jacket is suitable for the autumn and winter season, or the warmer winter with higher temperature. The real cold weather is not acceptable."