Last year 165438+ 10 month, H &；; M cooperated with Italian clothing brand Moschino to launch pet clothing, which is the first time that the two brands have released pet clothing. Why h &；; M is going to abandon human clothes for pet clothes? In an H&, it is inevitably related to the decline of H & ampM's performance and the shrinkage of the whole fast fashion industry. According to H&; The financial report for the first half of 20 18 released by m shows that from February of 20 17 to May of 20 18, the group's tax-included sales reached11401700 million Swedish kronor (about120). The operating profit in the first half of the year was SEK 7,265,438+05 million (about 800 million US dollars), down 33% year-on-year. The operating profit margin was 7.3%, down 3.7 percentage points year-on-year. Faced with the dilemma of declining performance, H&; M chose to open up a new territory of the pet market, which is also H&; M's attempt inspired cross-border e-commerce clothing sellers. However, pet clothing is not the so-called fast fashion clothing, but needs to be more refined. Cross-border clothing sellers should pay more attention to the quality of products. On the other hand, it foresees the development potential of pet clothing. According to the survey of pet owners on 20 17-20 18, 68% of American families have pets, of which cats and dogs are the most. It is estimated that the number of cats and dogs in the United States reached 94.2 million and 89.7 million respectively. In addition, in the past five years, the American pet products market has increased by 30%. It can be predicted that pet clothing will be an introduction period in the next three to five years. With the superposition of the pet market, there will be more and more user demand, which will be in the sunrise period of the industry.
Target markets: USA, Japan and Europe.
Americans like dogs. According to the report, the market user value summarized by investors is girls >: children > young women > old people > dogs > men. In addition, Americans love cheapness, and prefer some lower-priced dog and pet clothes.
Japanese love cats. Japanese love cats more than any other country. Therefore, sellers who want to be a day stop can consider the cat's pet clothing.
Unlike Americans, Europeans pay more attention to product quality. Sellers can choose products in high-priced areas to ensure the profit and quality of products. And it will bring more comments to the seller!
All along, the traditional fashion trend circle has been only friendly to tall women, until 20 13, Gwynnie Bee began to subscribe to costume rental for large-size clothes, with a monthly growth rate of 20%. By the end of 20 14, they have surpassed Macy's, an offline specialty clothing store, and become the first choice for users. AnnTaylorLoft, Nike and J.Crew also launched the plus-size clothing series for the first time in the past two years. Retailers such as Target and Nordstrom have also begun to expand the clothing size range of offline stores, and Wal-Mart is no exception. Cole Department Store, a department store chain retailer in the United States, recently officially launched its own plus-size clothing brand EVRI. Major brands are scrambling to withdraw from the plus-size clothing series or brands, which highlights the importance of this plus-size clothing market.
Target market: America and Europe.
According to the global adult weight survey report published by the famous British medical journal The Lancet in 20 16, the number of obese adults in the world has surpassed that of thin people, and in 20 14, the number of obese adults in the world reached 64 10/00000, accounting for one eighth of the total number of adults. It is an indisputable fact that the number of obese people in the world is increasing. According to the data released by the US Centers for Disease Control and Prevention 3 1, the adult obesity rate in five states in the United States now exceeds 35%, which is equivalent to one in every three adults. The market demand for plus-size clothing has always existed and is still growing. ModCloth, a clothing e-commerce company, cooperated with Paradigm Sample to conduct a survey among 1500 American women aged 18 to 44. The survey shows that more than 50% of women wear 16 size, or even more, and the number of women wearing 16 size is more than the total number of women wearing 0, 2 and 4 sizes. Obviously, plus-size clothing is becoming a new growth point in the American clothing market. But the quality of large-size clothes needs to be well controlled. Because the wearer is obese, this requires the plus-size clothing fabric to be wear-resistant, tear-resistant and elastic.
The above are some suggestions of Spider Baixun on "How to choose products for 20 19 cross-border e-commerce clothing sellers", hoping to help cross-border sellers and wish them great sales!