Businesses Should Stop Playing "Gimmick Marketing", "Technology + Clothing" Is The Main Trend.

In the 80s of last century, functional clothing came out in large numbers, such as massage clothing, magnetic therapy shoes, semiconductor stockings and other health care clothing. It also had clothing such as bactericidal clothing, sweatshirt, wet clothing, and other safety clothing such as shark bathing suit, insect killing clothing, luminous clothing and reflective clothing.

A few years ago, there was also an automatic thermostat with "tubular synthetic fibers". According to the change of temperature, the thermal expansion or cold contraction of the solvent in the tube would change the distance between the tube and the tube, and finally achieve the purpose of changing the temperature perception of the human body.

As the most advanced form of functional clothing,

It is also regarded as the "ultimate" wearable device.

If technology is the engine of the continuous innovation of functional clothing, the positive reaction of the market to the concept of "technology + clothing" is the driving force for its rapid development.

In the past ten years, the outdoor products market has increased by more than 47% per year. Last year, the total retail sales of domestic outdoor products exceeded 10 billion yuan.

The average customer price is also close to 500 yuan.

Under such a huge market increment, the functional clothing known for its professionalism has also brought considerable profits to outdoor sports brands, and even data show that the overall gross profit margin of outdoor clothing brands in 2013 is close to 50%.

As consumers' cognition of functional clothing deepened, their consumption habits are changing.

Taking skin windbreaker as an example, according to the survey of China limit Internet, the search index of skin windbreaker has decreased significantly in the past two years, but the sales volume has not been affected during the same period, but it has been greatly improved.

Before choosing the skin windbreaker, the key words searched by the search engine also changed, and the brand became the focus of attention.

When brand and fashion become more and more important, it is not difficult to understand why many popular sports brands and fast fashion brands are competing to test the functional clothing market.

For example, a few days ago, GAP group's brand OldNavy was heard from Nike, Adidas and TheNorthFace.

Executives and senior designers promote the subdivision of brands into different types of functional sportswear.

In any case, for functional clothing, the era of "gimmick making" is over. Rational consumers are more sensitive to the functionality and the price.

If we want to become a "Star" in the market, we must rely on the added value of "functional" clothing.