Quarterly insight report of Q1 clothing industry in 2021 From Huge amount of calculation
The following is the Quarterly insight report of Q1 clothing industry in 2021 From Huge amount of calculation recommended by recordtrend.com. And this article belongs to the classification: Life data, research report.
In 2021, Juliang Suan launched the quarterly research IP of “Juliang observation room”. Following the Q1 quarterly issue of beauty, mother and baby, and luxury industry, this new issue is the quarterly insight report of 2021q1 clothing industry, which mainly shows the current situation of clothing industry from the perspectives of content overview, category development trend, clothing user insight, and creator ecology, Insight into the characteristics of consumer demand changes and future trends, in order to provide reference for industry practitioners.
01. Content ecology of clothing industry
New clothes in spring, clothing attention increased periodically
In the first quarter of 2021, with the release of new demand for the new season, the attention of clothing industry was also improved tiktok.
Content supply is improved, and users participate in video production spontaneously
The growth of the industry benefits from the support of content supply. In 2021q1, the creation enthusiasm of the clothing industry is still online, and the number of videos and articles is also well guaranteed. There is a strong atmosphere for spontaneous content creation.
Hot topics set off the whole network wear new doctrine
A variety of hot topics promote the industry to set off an atmosphere for all people to wear and share. In the first quarter of 2021, the topics of grass planting, fashion, life and deduction in the industry quickly gained continuous attention. The official tiktok tiktok grass dress officer attracted a large number of fashion designers and users to participate in the game. More than 3 billion times were shown. Among them, the single video of the shaking master “iron blood sewing machine” sharing “quick judgement of the quality of clothes” was over 120 thousand points.
The content and style are more and more rich, practical and fashionable
In terms of content presentation, fashion creators have also made great achievements, participating in hot topics, combining with their own advantages, carrying out professional, fashionable, interesting, or distracted sharing and deduction, which have been widely praised. The topic of “tiktok” is “if I go to work to wear enough to work face to face two faces”, the video rating is over 2 million 500 thousand, which will quickly hit the user’s resonance point in the contrast of practical and fashion.
02. Clothing industry category trend
The basic category has increased significantly, and sports shoes and clothing are facing impact
In the first quarter, the category of the voice and dress industry was tiktok, especially the children’s shoes, men’s wear and women’s clothing category. The attention doubled, and the enthusiasm of men’s wear and contribution also increased. Men’s and men’s shoes increased greatly, and men began to pay more attention to the management of personal image.
Men’s & Women’s wear:
Men focus on basic style, women’s skirt leads growth
It can be seen from the development of deep drilling subdivision category that in the first quarter, users have started the preparation of season changing clothing in advance, and it is obvious that women’s skirt has obvious advantages in attention and growth; The men’s wear market still maintains its traditional distribution, with jeans, sweater, casual pants, T-shirt and other basic categories contributing to the core growth.
Sports & children’s wear:
The sound volume of sports shoes is large, and the whole category of children’s wear keeps growing
The sports market is still dominated by shoes, especially with the young people’s expectation of shoes consumption upgrading and personality highlighting, the Internet popularity of the content related to fashionable shoes is rising all the way. The children’s clothing market is in line with the delicate needs of modern parents. The content of various categories in the industry has increased significantly, especially children’s suits and dresses.
Men’s & Women’s shoes:
Men pay attention to leisure, while women pay attention to taste and comfort
From the perspective of shoes, men’s casual shoes are the most concerned and keep a good growth; Women’s high-heeled shoes and flat shoes continue to be hot, and “taste and comfort” is the common pursuit of every beauty lover. However, from the perspective of growth, the popularity of flat shoes has been improved in the first quarter, and female users have begun to actively explore the liberation of their feet.
Excellent content case – women’s wear:
Hit women’s pain point, cooperate with effect display
For female audiences, excellent content presentation pays more attention to starting from the demand, hitting women’s actual wear demands such as being thin and stylish, and providing content with real effect feedback, which has strong impact and attraction for female users.
03. User insight of clothing industry
Clothing users not only love “concave shape”, but also love beauty and life
In addition to tiktok, users of jitter dress show more explicit interest in master, life, knowledge and personal management.
Women pay more attention to the category level, while men pay more attention to the configuration of individual core items
In the clothing industry, gender differences are obviously reflected in the attention of categories. Women pay more attention to women’s clothing, children’s clothing, shoes, sports and other categories, especially children’s clothing, while men pay more attention to the configuration of individual core items, the most important of which are jeans and coats.
The post-80s and post-90s love children more, and the Post-70s are more natural and unrestrained
In terms of age distribution, the fashion tastes of 18-23-year-old new forces are more avant-garde. High heels, suspenders and skirts are the top three items of concern; The post-80s and post-90s pay more attention to their children’s clothing, and their EVA characteristics are highlighted; Over 40 years old light mature crowd is more natural and unrestrained, not only to personal taste, but also pay attention to children’s clothing category.
04. Clothing creator ecology
Tiktok creators ecology keeps healthy and stable growth
The creative atmosphere of the tiktok clothing industry is driven by content creators, which determines the quality and volume of the whole ecosystem. From the perspective of the number trend of creators, talents and enterprises, it shows a sustained and stable growth trend, and the ecological development status is still healthy and orderly.
Daren and enterprise took the lead in trying the new mode of live broadcasting, and the industry started broadcasting in an active atmosphere
The creation of tiktok apparel industry is one of the leading industries that open the hot spot of broadcasting. The enthusiasm of broadcasting is rising continuously, whether it is master or enterprise. At the end of this quarter, compared with the same period of last year, the number of anchors and live broadcast shows have increased significantly.
The talent has excellent strength, and the differentiated style has won high attention
According to the content analysis of typical talents in the industry, it can be found that the content creativity of platform talents is changeable and diversified, and talents who focus on life-oriented display, high-profile presentation, knowledge-based popularization, style highlighting and specific segmentation fields have the opportunity to get out of the circle. Tiktok, Chen Yan, uses the daily variety, the diversified scenes and the practical wear skills to master millions of fans and capture over 200 million points.
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