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 �被“制造”出来的功能性服装若想立于不败之地，还需更多地依托“用得上”的附加值� �</p
随着运动风潮席卷全球，专业运动服装、户外运动服装品类愈发成为市场增长的强心剂� 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. Hot discussion on functional clothing such as clothing �</p
近几年，“防晒衣不防晒”等新闻屡登媒体头条。中国消费者协会在2014年发布的防晒服检测结果显示，各品牌防紫外线性能差别较大，部分品牌服装存在虚标紫外线防护系数的现象。人们在被专业面料、科技概念等名词搞晕的同时也在不断质疑——防晒衣的防晒功能到底有几多?
传统工艺中，在面料的基础上加一层功能涂层能够实现防紫外线、防泼水功能，但增加涂层的代价是牺牲透气性和轻薄性� 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 �而在防晒衣市场乱象中，大部分低价产品未按以上两种方式进行专业处理，并不具备防紫外线功能� �</p
产品的科技含量越高，附加值越大，产品的价值也就越高，这就是功能性服装的经济学逻辑。三威龙(福建)服饰织造去年开发了可发热冲锋衣，科技含量保证了产品的利润空间。据相关负责人透露，使用发热技术的产品，每件成本增加150元，出售价格自然也会比普通衣服高。
此外，随着时尚元素在户外专业服装中的进一步体现，设计也成为功能性服装的成本增项之一。户外品牌HASKI相关负责人介绍说，夏季防风服除了要在轻型面料、防晒透气指数、网布通风系统等功能点上下功夫，还要在立体剪裁、配色车线、织带装饰等细节处凸显设计感。
“Usable” added value</p
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. purpose of perception �而作为功能性服饰的高级形态，智能服装更被认为是“终极”的可穿戴设备� �</p
如果说技术是功能性服装不断创新的引擎，市场对于“科技+服装”概念的积极反应就是其快速发展的驱动力。
在近的十年里，户外用品市场每年的增长率都超过了47%，去年国内户外用品零售总额超过百亿元，户外用品平均客单价也接近500元。在如此庞大的市场增量下，以专业性著称的功能性服装也为户外运动品牌带来了可观的利润，甚至有资料显示，2013年户外服装品牌的综合毛利率已接近50%。
而随着消费者对于功能性服装的认知不断深入，其消费习惯也在发生变化。以皮肤风衣为例，根据中国极限户外网的调查，近两年皮肤风衣在网络的搜索指数明显降低，但同期销量并没有受到影响，反而大幅提升。消费者在选择皮肤风衣之前，通过搜索引擎查找的关键词也有所变化，品牌开始成为关注的焦点，关于功能、作用方面的关键词搜索热度开始下降。
当品牌与时尚越发受到重视，也就不难理解为何不少大众运动品牌和快时尚品牌争相试水功能性服装市场。例如，日前GAP集团旗下品牌Old Navy就被传出挖角耐克、阿迪达斯及The North Face等专业运动品牌的高管和资深设计师，助推品牌细分到不同类型的功能运动装领域。
无论如何，对于功能性服装而言，依靠“噱头制造”的时代已经过去，比起拗口的专业名词，理性的消费者更看重功能性的体现，同时也对价格保持敏感。被“制造”出来的功能性服装若想成为市场上的“恒星”，需要依托更能“用得上”的附加值。
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