The industry research think tank | the "2021 Fashion Industry Wind and Trend White Paper" was released

The rise of new retail, the connection between online and offline, the collapse of traditional physical business, the withdrawal of foreign oligarchs... The business landscape is constantly changing, and it seems that the crisis has long sown the seeds, but in fact, behind the changes in supply and demand are different business forms.

In the fashion industry, understanding consumer demand before a brand's new product is released is the first step. Fundamentally, the essence of fashion consumption is that public sentiment drives purchase decisions. Big data is everywhere, the continuous growth and measurement system of consumer brands affect the consumer side through computing power, algorithms, and pushes, and consumer preferences, habits and behaviors are also affecting the brand's market decisions through big data collection and analysis. Both the supply and demand ends are affected by cloud computing, and at this time, the "cloud fog" is removed and the original intention of serving consumers has become the key to industrial decision-making.

The changes in the behavior and habits brought about by the Internet to a new generation of consumers have made the consumer market more complex than ever before. At this time, operators must not only pay attention to the changes at the tool level, but the fashion industry will return to the essence of business, that is, the service of consumers and the satisfaction of their needs.

Although the global epidemic is unstable, the luxury market has warmed up, and the Chinese market is the main force driving its growth. Not only are international brands growing in double digits in China, but many local Chinese brands are also growing throughout 2021.

In the unstable and highly variable situation, we can achieve growth, relying not only on efforts, but also on the embodiment of the innovation ability and practical ability of enterprises and brands in the changing situation. Or the new brand value challenge and consumer trend differentiation brought about by Generation Z, whose consumption power accounts for nearly 20% of the market, or the meta-universe concept of the integration of virtual technology and entity with unclear prospects, or the fusion of national tides and global trends driven by rising cultural self-confidence, or the change in the importance of sustainable development and social responsibility to brands...

The challenge for today's brands is not only the current business success, but also the long-term strategic layout.

Text Huayi Fashion Industry and Research Center

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