Since the advent of functional clothing, concepts such as massage clothing, antibacterial clothing, sweat-absorbent shirts, moisture-wicking clothing, shark-proof swimsuits, reflective clothing, etc. have emerged one after another. With the passage of the “gimmick” era, rational consumption is more important than the unspeakable professional terms. People pay more attention to the performance of functionality. If the “manufactured” functional clothing wants to remain invincible, it needs to rely more on the added value of “use”.
As the sports trend sweeps the world, professional sportswear and outdoor sportswear categories have increasingly become a booster for market growth. Different from the marketing points or even entertainment points superimposed on clothing at the sales stage, the inherent “high-tech factor” of functional clothing not only makes the clothes “born noble”, but also arouses the market’s interest in sun protection clothing and golf. Clothing and other functional clothing are hotly debated.
In recent years, news such as “sun protective clothing does not protect against the sun” have repeatedly made headlines in the media. The test results of sun protection clothing released by the China Consumers Association in 2014 showed that the UV protection performance of various brands varies greatly, and some brands of clothing have falsely marked UV protection coefficients. While people are confused by terms such as professional fabrics and technological concepts, they are also constantly questioning – how much sun protection function does sun protection clothing have?
In the traditional process, adding a layer of functional coating to the fabric can achieve UV protection and water-repellent functions, but the cost of adding a coating is sacrificing breathability and lightness. Therefore, most sun protection clothing from brands such as Jack Wolfskin currently solve this problem from a physical perspective. For example, during the spinning process, the coating molecules are woven into each fiber and then formed into a fabric. This ensures that the fabric is Functional, breathable and comfortable. In the chaos in the sun protection clothing market, most low-price products have not been professionally processed according to the above two methods and do not have UV protection function.
The higher the technological content of the product, the greater the added value, and the higher the value of the product. This is the economic logic of functional clothing. Sanweilong (Fujian) Apparel Weaving developed a heated jacket last year, and its technological content ensures the profit margin of the product. According to the relevant person in charge, the cost of products using heating technology increases by 150 yuan per piece, and the sales price will naturally be higher than ordinary clothes.
In addition, as fashion elements are further reflected in outdoor professional clothing, design has also become one of the cost increases of functional clothing. The relevant person in charge of the outdoor brand HASKI said that in addition to working hard on functional points such as lightweight fabrics, sun protection breathability index, mesh ventilation system, etc., summer windproof clothing should also highlight the design sense in details such as three-dimensional tailoring, color matching stitching, and webbing decoration. .
“Usable” added value
Since the 1980s, functional clothing has come out in large numbers, such as massage clothing, magnetic therapy shoes, semiconductor stockings and other health clothing; sanitary clothing such as sterilizing clothing, sweat-absorbent shirts, moisture-removing clothing; and shark-proof swimsuits and insect-killing clothing. , luminous clothing and reflective clothing and other safety clothing. A few years ago, automatic thermostat clothing equipped with “tubular synthetic fibers” also appeared. According to changes in temperature, the solvent in the tube will expand or contract thermally to change the distance between the tubes, ultimately changing the body temperature. The purpose of perception. As an advanced form of functional clothing, smart clothing is considered the “ultimate” wearable device.
If technology is the engine of continuous innovation in functional clothing, the market’s positive response to the concept of “technology + clothing” is the driving force for its rapid development.
In the past ten years, the annual growth rate of the outdoor products market has exceeded 47%. Last year, the total retail sales of domestic outdoor products exceeded 10 billion yuan, and the average unit price of outdoor products was close to 500 yuan. With such a huge market growth, functional clothing known for its professionalism has also brought considerable profits to outdoor sports brands. Some data even show that the comprehensive gross profit margin of outdoor clothing brands in 2013 was close to 50%.
As consumers’ understanding of functional clothing continues to deepen, their consumption habits are also changing. Take skin windbreakers as an example. According to a survey by China Extreme Outdoor Network, the search index of skin windbreakers on the Internet has dropped significantly in the past two years, but sales in the same period have not been affected, but have increased significantly. Before consumers choose skin windbreakers, the keywords they search for through search engines have also changed. Brands have begun to become the focus of attention, and keyword searches for functions and functions have begun to decline.
When brands and fashion receive more and more attention, it is not difficult to understand why many mass sports brands and fast fashion brands are rushing to test the functional clothing market. For example, Old Navy, a brand of GAP Group, was recently rumored to have poached executives and senior designers from professional sports brands such as Nike, Adidas and The North Face to help segment the brand into different types of functional sportswear.
In any case, for functional clothing, the era of relying on “gimmick manufacturing” has passed. Rational consumers value functional performance more than unspeakable professional terms, and they are also sensitive to price. If the “manufactured” functional clothing wants to become…�The “stars” in the market need to rely on more “usable” added value.
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