Text: Mr. Tangerine shares
With the onset of winter, the streets and alleys are filled with the chill of winter. However, this year's fashion circle has ushered in an unusual "war" - down jacket sales are less than expected, while jackets, cotton jackets, and military coats have sprung up and become the new favorites of the fashion industry. This phenomenon has sparked widespread concern and set off people to think about the reasons behind fashion choices.
Recently, there was news on the news that a guy sold the sales of military coats for the past year in just one week. This makes people wonder why military coats have become so popular in such a short period of time, and even some styles have sold tens of thousands of pieces?
First of all, the group of college students became the spokesperson of the military coat. At the beginning of October, the first snow of the year fell in the northeastern part of the mainland. In the bitterly cold weather, college students have put on military coats one after another, which has become a weapon against the cold. A young man shared his experience of wearing a military coat to class on the Internet, which caused widespread circulation. Gradually, students wearing military coats to class formed a trend on the Internet, which was affirmed by the teachers. This collective fashion choice highlights the pragmatism of the students and, to a certain extent, avoids comparisons.
Secondly, the cost-effectiveness of military coats has become the key to attracting consumers. Compared with expensive down jackets, the price of military coats is more affordable, and there are even low-priced models of 58 yuan. This price comparison makes people's eyes shine, especially in today's rational consumption concept is gradually prevailing, everyone is more inclined to choose a military coat with moderate price and high warmth. The affordability and warmth of military coats allow people to enjoy a cost-effective fashion experience in the cold season.
Finally, the military coat is popular again, which is also closely related to the concept of rational consumption. Modern people have gradually realized that it is not easy to make money, and the rational concept of consumption has gradually replaced the blind following of the past. Among the many choices, military coats have become the first choice for many people's rational consumption. Compared with high-priced fashion items such as down jackets, military coats are undoubtedly more in line with the public's shopping concept.
Overall, the return and resurgence of military coats is not only a reincarnation of fashion, but also reflects the rationality and pragmatism of contemporary consumers. The military coat is not only a kind of clothing, but also an attitude of fashion choice, which is a profound reflection of people's actual needs and consumption concepts. In this craze for military coats, people may see a more rational and practical fashion future.
Fashion changes like the seasons, always with an atmosphere that is both familiar and new. In this boom of military coats, people not only feel the cycle of fashion, but also think about consumption, attitudes and social changes at a deep level.
The evolution of consumer attitudes
In the past, people's pursuit of fashion seemed to be more influenced by brands, prices, and trends. High-priced, brand-name items have almost become the "standard" for fashionistas, while down jackets have become the main items in winter due to their comfortable and warm characteristics. However, in recent years, with the rise of the concept of rational consumption, people have come to understand that expensive does not mean better. Military coats have attracted more and more consumers with their cost-effective, affordable and durable characteristics, and promoted the evolution of fashion concepts.
The popularity of military coats highlights the more rational consumption attitude of consumers. In the cold season, people pay more attention to the practicality and cost-effectiveness of clothing, and no longer blindly pursue brands and high prices. The military coat has become a symbol of rational consumption, a statement of farewell to blindly following the trend. This also means that the fashion industry is developing in a more popular and popular direction, closer to people's actual needs.
The relationship between fashion and social change
Fashion is often closely linked to social change, reflecting people's continuous adjustment of lifestyle and values. The return of the military coat is not just a simple fashion craze, but also a response to social change.
This trend of military coats directly reflects people's pursuit of pragmatism. As a kind of military product, the design of the military coat focuses on practicality and wear-resistance, which is highly consistent with the characteristics of modern society that emphasize practicality and pay attention to functionality. People are starting to pay more attention to the practical function of clothing, rather than just the symbol of a fashion brand.
At the same time, the military coat also conveys a kind of respect for soldiers and military culture. In the wearing of military coats, people may find a kind of retrospective of bravery and tenacity, which resonates with the current society's admiration for bravery and perseverance. Fashion is no longer just about appearance, it's a way to express certain values.
The impact of social media on fashion
Social media is becoming a key force in shaping fashion trends in contemporary society. The popularity of military coats has also benefited to a certain extent from the spread and promotion of social media.
Students shared their daily routines in military coats on social platforms, and short videos and pictures were spread on the Internet, forming a collective fashion attitude. The rapid spread of social media has enabled the fashion message of military coats to influence more people in a short period of time and form a wider trend.
In addition, social media has also brought brands and consumers closer together. Some niche and affordable military coat brands have successfully attracted a lot of attention and purchasing power through social media promotion. This, in turn, has affected the market landscape of mainstream brands, making more consumers willing to try some non-traditional and creative fashion items.
A discussion of environmental protection and sustainable fashion
In the wave of fashion, people are gradually starting to think about sustainability and environmental issues. As a high-demand item for down, down jackets involve a series of environmental and animal protection issues in the production and procurement process. The rise of military coats has also sparked discussions about sustainable fashion.
As a durable and practical garment, the production process of the military coat is relatively simple, and the material is relatively environmentally friendly. Compared with the phenomenon of some fashion brands focusing too much on appearance and short-term consumption, military coats are more in line with the yearning for sustainable fashion in modern society. This also shows that consumers are increasingly pursuing a more environmentally friendly and sustainable lifestyle in terms of fashion choices.
The development trend of future fashion
In the popularity of military coats, we may be able to see the future development trend of the fashion industry. A more practical, more populist fashion concept will gradually take over. The concept of eco-friendly and sustainable fashion will also become the focus of both brands and consumers. The power of social media will further promote the rise of niche brands and lead to more diverse fashion trends.
Fashion is like a mirror, reflecting the changes in society and people's inner aspirations. The rise of military coats not only allows us to see a cycle of clothing, but also triggers a deep thinking about fashion and society, fashion and the environment. Perhaps in the future, we will see more similar fashion phenomena emerge, leading the fashion trend to develop in a more diverse and balanced direction.