From outdoor standards, to OOTD hard items, to Citywalk's commuting essentials, "jackets" have subtly become an indispensable part of people's lives and have completely captured the hearts of Chinese people.
However, I don't know if you have noticed why every time we go out to climb the mountain, there are "jackets" all over the mountains, but foreign outdoor gods are wearing "wind shells" or "bottoms".
Here comes the question: why is it that few people wear a "jacket" in China, but few people wear it abroad?
1. Why is the jacket so popular in China?
- "Who would dare to believe that my original intention of buying a jacket was to ride an electric car to protect against the wind"
- "Others don't know, I bought a jacket to take pictures and dress x"......
It can be seen that most of the people who wear jackets in China blindly follow and follow the trend, for the sake of fashion, trend and face. And they, ignoring the real purpose of the jacket.
So, why is the jacket so popular in China? In the final analysis, it is "marketing"!
(1) Archaeopteryx becomes "Anta Bird", domestic marketing
There is no doubt that the jacket was made of Archaeopteryx with fire. And Archaeopteryx was made popular by Anta, and became "Anta" after the acquisition.
The store will always be open next to the luxury store, the price will rise, the benchmark will be Hermes, and the domestic marketing method will make a profit in the end? I believe that needless to say, everyone can understand.
(2) The price of one jacket is equal to 10 base layers and 5 wind shells
In other words: why is the jacket so popular in China? because it is expensive~
The price of buying a jacket is equivalent to buying 10 pieces of base and 5 pieces of wind shells, especially the "three-in-one" jacket that is popular in China, the price is more expensive than ordinary hard shells, the more expensive the price, the more you have to make it popular, which capital does not want to cut leeks?
2. Why do few people wear jackets abroad?
In fact, there is no such thing as a "jacket" in foreign countries, and international brands such as Archaeopteryx, North Face, and Bata all call it a "raincoat" or "hard shell".
In China, the term "jacket" was invented for marketing, so that the "three-in-one jacket" was derived.
So why do so few people abroad wear jackets?
Outdoors, wearing light and less clothing tends to make people faster, and the body is able to react quickly and move more easily at high altitudes or in bad weather.
After all, the jacket is heavy, and it is not light and flexible to wear in an outdoor environment, and it is easy to sweat.
Therefore, even if people abroad go mountaineering and skiing, they still wear a simple base or wind shell.
Of course, the jacket must be brought when traveling outdoors, but don't take it out until the last resort, 95% of the time just wear a base, after all, the outdoor boss is not a poem against the landscape, but keeps walking, and will sweat!
3. Why is it not recommended to wear a jacket?
In addition to the fact that the jacket is not practical outdoors, there are actually many disadvantages in daily wear, especially these 3 shortcomings, which is why I do not recommend everyone to buy a jacket.
(1) Not resistant to dirt
A Citywalk commute must-have, it's a complete mismatch. The jacket with solid leather in the outdoors is very resistant to dirt in life, and there is no way to clean cosmetics and foundation, so it is forced to be cleaned, and its cumbersome degree is no less than washing down jackets, and it is easy to wash and break!
(2) Discomfort
The domestic jacket is a foreign "hard shell", which is like a shell on the body, and it is not comfortable to wear it. Especially in the office, wearing a jacket, activities get in the way, and my body clicks when typing, which is really uncomfortable and embarrassing!
(3) High price
Many people say that the jacket is the standard for workers, but in my opinion, it is more like a "mismatch"! The domestic ones are not worth it, and the foreign ones are expensive, taking the Archaeopteryx as an example, the cheapest ones cost five or six thousand, and the salary for a month when you buy a piece of clothing is gone.
Fourth, the end of the article summary
To be honest, before the jacket exploded in China, many people didn't know what it was. The sudden explosion in the past two years has blinded many people and lost their basic view of consumption and fashion.
It's time to correct the erroneous notion that "wearing a jacket, carrying a military bag, and living in a four-season tent" equals "cool"!
(The picture comes from the Internet, if there is any infringement, please contact to delete)