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Why Did The Autumn Market Come Early?

2010/8/18 11:04:00 119

Industry observation

In such a hot day, how did the mall start selling woolen vests?

I feel sweaty when I see it. "

In the third floor of Ito's Yang Hua Tang Chun Xi shop, Ms. Chan could not help sending such a sigh.

Since this month, the Chengdu Commercial Daily has received many readers' inquiries about why autumn clothes are so early in the morning.

What makes you most puzzled is that the weather is so hot. Why did the mall start selling autumn clothes?

Indeed, although the "autumn" in August 7th, but the temperature is not high, hot people panic.

But at this time, autumn suits can be found in all the shopping malls in Chengdu.

Sweater

Long sleeved sweater, sweater, boots, and more stores have launched the "autumn" monopoly theme, Ito Yang waits hall hung with autumn leaves as the background, "early autumn" two words of billboards, so that people can not help asking what the purpose of shopping malls?

With questions, reporters visited several department stores in Chengdu.

The consistent answer is that, according to convention, the August version is

Autumn dress

Shelf time.

However, this year the weather is relatively hot, and autumn clothes and hot summer are particularly disharmonious, which has caused consumers' doubts.

Market observation

Shopping in autumn has generally been 20%.

Most shopping malls have not started playing the "autumn card" yet, but the autumn clothes of the brand counters have been quietly hanging up.

Women wear long sleeves.

T-shirt

And knitted sweater is the main.

Men's wear

With long sleeved shirts and

Loose coat

Mostly.

Ito, PBI, launched long sleeves.

shirt

Popular brands such as knitted sweater and knitted vest, Pacific department store, thousand department stores, Beijing Hualian and Moore department store also launched the autumn clothing in large numbers. For example, you can see many long sleeved T-shirts and sweaters in the little bear counters. VeroModa's new windbreaker and coat become its main products; hundreds of good counters have long sleeved shirts, knitwear and cowboy coats; the prich Main Yellow sweaters are also very conspicuous; the jackjones autumn coat is also a large number of shelves.

According to rough statistics, the proportion of autumn wear in most stores has exceeded 20%.

In addition to clothing, the autumn market of footwear has also been opened.

Wangfujing department store responsible person told the Chengdu Business Daily reporter, at present, Wangfujing new products in autumn are mostly footwear brands, such as Jiu Xi, Staccato, AEE, real poetry and other brands have new autumn shoes launched, in the Jiu Xi counters can even find boots, and the autumn new shoes nearly 50%.

The ratio is really so high?

The head of the department store of Rome explained that the autumn shoes included not only thick boots or shallow shoes, but also Rome shoes and single leather shoes. The appearance may not be very different from those of summer shoes, but they are injected with new design concepts that match the style of autumn match.

Journalist survey

The temperature will not drop.

Although "autumn", but the temperature significance of the autumn is not yet, and the autumn tiger is threatening, I am afraid it will not cool at one thirty.

Is it that shopping malls do not take into account the needs of consumers?

According to the investigation by the Chengdu Commercial Daily reporter, every year, the shopping mall will launch the autumn dress in August. From mid August to early September, the proportion of autumn clothes will be about 80%.

At this point, close to the National Day holiday, but also for consumers shopping gold period to do a good job in the season.

Therefore, regardless of the temperature drop and fall, autumn clothes should be on.

But the speed of autumn clothes and the theme of autumn activities must be decided according to the actual weather.

At present, apart from Ito's new shopping mall, the rest of the store is still holding on.

The director of the women's clothing department of Yi ddan told the Chengdu business daily, "according to convention, the autumn dress will be launched every August.

But this year's temperature changes are relatively large, and the time to launch the autumn clothing is still dependent on the specific circumstances. "

At the same time, she told reporters, "autumn dress time and brand manufacturers have a great relationship.

If there are no local brands in Chengdu, they will launch autumn clothes ahead of time to meet customers' shopping needs when the weather changes suddenly.

More importantly, the purpose of the early launch of autumn clothing is to lead the fashion, so that consumers can get ahead of the next season's focus.

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Consumer theory

It's too early to buy autumn clothes.

How fast is the sale of autumn clothes?

Liu Xiaojie, who bought the PRICH counters in Wangfujing, said, "it's too early to buy autumn clothes. I think it's summer. If I buy a knitted sweater, my mother will be nagging."

His friend also added, "autumn clothes as new products are generally not discounted.

But summer wear is a discount, and you can do some classic clothes at this time, not only for some time, but also for the autumn.

It seems that autumn clothing is still a little early for most consumers.

Chengdu Business Daily reporter learned from Wangfujing department stores, such as the new T-shirt, vest and so on, although it is a new autumn style, but it can also be worn in summer.

But jackets, sweaters and so on are not so popular.