In the middle class, there are three treasures: Ralph Lauren, lululemon and Archaeopteryx. Among them, Archaeopteryx has the highest attention in winter, whether it is their down jacket or jacket, they are the "handle" of the warmth industry.
However, it has recently been found that fewer and fewer middle-class people wear Arc'teryx, and more people are inclined to Uniqlo down jackets, why?
1. Mountain outdoor, business style, Archaeopteryx's traffic password
This year, there has been a wave of "mountain outdoor style" wear, and related topics have been viewed and discussed on social platforms with a high degree of views, beating all "old money, old money".
How hot is it?
Traveling, mountain climbing, outdoor activities such as camping, and even daily commuting are all people who wear Archaeopteryx.
The audience, from middle-aged and elderly people, down to middle and high schools, students, and office workers have joined the ranks of "all birdmen".
In addition to the brand effect of Archaeopteryx itself, their products are also excellent. Not to mention the jacket, the advantages of the MACAI down jacket, which is popular among the middle class, are obvious.
Goose down + C cotton, partition filling, to prevent sweating during exercise or reducing warmth when encountering water;
The N40P-3L Gore-Tex fabric is made of waterproof "cloth of the century", equipped with external stitching + internal laminating process, which does not drip water, and the RECCO chip on the arm is convenient for distress in the field.
From the point of view of appearance, MACAI down jacket takes into account both outdoor and business style, which can be worn out to "buy vegetables", suitable for outdoor skiing, and can also be used as "equipment" for talking about business, in short, the price of 12,000 yuan is the feeling of "rich man" when worn.
2. Why is Archaeopteryx targeting the middle class?
The early success of Archaeopteryx can be said to have found the positioning of the "middle class".
Therefore, when entering the Chinese market, Arc'teryx was also the first to enter the middle-class group, selling down jackets and jackets at prices of thousands or tens of thousands of yuan.
So why is Archaeopteryx eyeing the middle class?
Because, this group of people is "less than the top, more than the bottom". For Hermes, LV and other luxury luxury, the middle class needs to bite the bullet and buy, but they need to use these luxury luxuries to show their identity and cross classes.
The price of Arc'teryx is no pressure on the middle class, and this type of brand can also be divided into class labels.
Therefore, even if you wear Archaeopteryx and can't become a real "rich" such as Hermes, at least you can make the middle class label "rich".
Third, the goal of the middle class turns to Uniqlo and becomes "Archaeopteryx replacement"?
However, some people gradually discovered that the Archaeopteryx, which is "high-grade and ranked" in online fashion, returns to reality, which does not seem to be the same thing.
(1) Homogeneity and rotten streets
In the era of "all-bird people", Archaeopteryx is no longer exclusive to the middle class. More student parties and young people also use Archaeopteryx as their daily equipment, and wear it to school and mountain climbing.
(2) There are too many fakes
The audience has shifted from the middle class to young consumers, resulting in many "copycats" of Arc'teryx appearing on the market, and it is easy to buy "fakes" if you are not careful.
(3) Lost value of the rich man's label
Five steps and one Archaeopteryx, 9 out of 10 Archaeopteryx in the student party may be fake, causing Archaeopteryx to lose the value of the rich label, and it may be possible to buy tens of thousands of yuan of the same model for a few hundred yuan.
Fourth, it's not that Archaeopteryx can't afford it, but it's more cost-effective to "replace" Uniqlo
So, why did the middle class turn its target to "Uniqlo"? It's not that Archaeopteryx can't afford it, but that "flat" Uniqlo is more cost-effective.
The middle class has not yet reached the wealthy class, and in today's economic environment, they consider both brand and cost-effectiveness when buying down jackets, and Uniqlo has become a good choice.
(1) It has a certain brand tonality
Although UNIQLO is positioned as fast fashion, compared with brands such as HM and ZARA, UNIQLO's grade is slightly higher and it is more strict in terms of quality, which is also in line with the needs of the middle class for brand and quality.
(2) Cost-effective
The middle class is not wealthy, and this type of person will also consider the issue of cost performance when buying clothing. Taking Uniqlo's light down jacket as an example, the price of 199 and 299 is filled with duck down, and its cost performance is still quite high, and its popularity and sales are very high.
(3) The style is simple and fashionable
The criteria for the middle class to choose clothing are: simple not monotonous, fashionable not exaggerated. UNIQLO's down jackets are relatively simple and fashionable in design, with quality and row, which can be worn inside or outside, fully meeting the warmth and fashion needs of the middle class.
Have you ever bought an Arc'teryx?Do you think it's worth the money?What do you think of a 100-dollar Uniqlo down jacket?
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