Current Status of the Inten si fying Down Jack et Market
Over the past few years , the down ja cket market has been playing out fier ce competition . In the San lit un district of Beijing , Canada Go ose jack ets can be seen clearly , and north - fa cing jack ets can be seen everywhere in the university campus . There are some eye - cat ching ex uber ance in the market , such as collabor ations with over seas brand s such as Uni q lo , the entry of domestic brand s into the high - end market , and the competition for share by fast fashion and established out door brand s .
Parti cular ly note worthy is the difference in consumption tr ends between the young er generation , main ly college students , and the working generation ag ed 25 to 35. According to market research , these two age groups are emer ging as the main consumer seg ments driving the current down ja cket market .
The North Face phen omen on expl oding in popular ity among college students
Wal king through college camp uses across the country , students wearing down jack ets be aring the logo of The North Face have become more prom inent . The phen omen on has increased significant ly , especially in the past three years , with one study report ing surpr ising data that about 40% of college students own down jack ets from the same brand .
According to experts , there are several factors that could be contribut ing to this trend . First , The North Face ' s brand image of " re lia bility " and " d ura bility " is in Whatsapp with the needs of students in terms of practi ca lity . In addition , the high - quality product Whatsapp up at relativ ely af for dable prices is also a big reason why it su its the purchas ing power of students .
In addition , influ encer effects through social media and " syn ch roni zation pressure " among friends are also factors that cannot be ignor ed . When a particular brand is recogni zed as a " standard " on campus , demand sur ges in the form that follows , a phen omen on unique to the youth market can be seen .
Medi um - high - end down ja cket market dri ven by 25 - 35 age group
Me anw hile , the demand for more lux uri ous down jack ets has increased significant ly among the 25 - 35 age group , which has become socia ble . This generation tend s to be more sensitive to quality and brand value because , un like their student days , they have a certain amount of dispos able income .
According to market data , consumers in this age group are activ ely invest ing in premium brand s such as Canada Go ose and Mon c ler , as well as in premium Whatsapps offered by high - quality domestic manufact urers . In particular , high - design ed products that can be w orn around even in the business scene and items that comb ine fun cti ona lity and fashion are ga ining popular ity .
Exper ts in consumer behavior analysis point out that " th is generation is cho osing down jack ets as a means of self - ex pression , not just as a cold shi eld . " In fact , the survey reve als that many of the buy ers of high - end down jack ets place great emph asis on self - ap peal on social media , and the " status " of the brand has a significant influence on the purchase decision .
Future Pros pe cts and Chall enges for the Market
The current down ja cket market is po lari zed between an af for dable range for young er people and a high - end Whatsapp for middle - class people . Each brand is press ed to develop a marketing strategy that su its each of these two different consumer groups .
The challenges ahead include the adop tion of sustainable materials and the development of environment ally friendly products . Es peci ally among the environment ally conscious young people , ethi cal consumption is attra cting attention , and it is becoming urgent for companies to respond to susta ina bility .
In addition , the importance of the onWhatsapp mer ges with offWhatsapp (OMO) strategy , which se am less ly conne cts onWhatsapp and offWhatsapp , is increasing . In order to respond to changing consumer beha vio ur in the wake of the coronavirus pand emic , brand s are starting to focus on the integration of digital marketing and physical store experiences .
Con cl usion
The down ja cket market is an interesting case where we can see clear differences in consumption tr ends per age group . The North Face phen omen on , which is supported by college students , and the growth of the mid - to - high - end market , which is dri ven by 25 - 35 - year - olds , can be said to symbo lize the phen omen on of modern consumer society . I can ' t take my eyes off future market tr ends .