2024年秋冬服饰潮流趋势白皮书
• 23/24秋冬季,主流电商平台服饰市场规模近六千亿,从类目上看,京东平台高增类目为户外鞋服、童装童鞋、女装、服饰配件;其中,户外运动的兴起有力地带动了户外鞋服品类发展。
• 23/24年秋冬季服饰、穿搭相关的社媒声量同比上升42.8%;从品牌来看,李宁为声量TOP1品牌,23年签约官宣时代少年团,推动李宁品牌整体声量高涨;各大奢牌在时装周中引领时尚流行趋势。
• 秋冬防寒「黑科技」不断升级,羽绒服是科技元素应用最多的品类,融合防寒、蓄热等技术的秋冬外搭为消费者日常出行提供温暖保障。
• 大众将情绪表达融入秋冬穿搭,配色公式、穿衣风格日益多元化,催生连衣裙、衬衫、针织衫等品类供给丰富多样,市场进一步扩张。
• 户外运动风格融入日常生活,轻便、实穿、重功能的户外服饰成为秋冬穿搭利器,适配不同场景的「轻户外」风格服饰备受青睐。
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