Out door Jack et Market Power Ch art Chang es
After the f uss sub sid ed , the long - esta bl ished American out door brand " The North Face , " which was the number one last year , sli pped back to second place , and the domestic brand " C amel " sh one as the new ch ampion . This year , Cam el , a represent ative of the domestic out door brand , will challenge the international gi ants in a colle ctive .
Parti cular attention is dra wn to the ja cket Whatsapp that Cam el un f olds . Com par ed to traditional out door brand s , the price range has led to an explosi ve popular ity , especially among young er people .
Ch ara cter istics of consumers cho osing cam el ja cket
According to market research , the following are the character istics of consumers who buy cam el ja cket :
- Young people in their 20 s to 30 s account for about 65%
- I prefer the " da ily out door " style , which is used not only for out door use , but also for everyday wear .
- Em ph asis on high fun cti ona lity and design .
- Com par ed to international brand s , the price is about 30 - 40% che aper .
Cam el is increasing ly recogni zed as an entity that over tur ns the established concept of " out door brand = expensive , " especially among young people in urban areas .
Ar ct eri x and The North Face : Techni cal Str eng th of Dom esti c Br ands
The rise of Cam el and other domestic out door brand s is larg ely due to the improv ement of their technical capa bilities .
In terms of water pro of ing and mo ist ure per mea bility , the company uses its own developed material " Tech D ri " to achieve performance compara ble to AR K TER I X ' s G ORE - TE X . It also has a good balance of light weight and dura bility , which is highly appreci ated by moun ta ine ering ent h usias ts .
In terms of design , it is character ized by fine fun cti ona lity (com pa ct ness when f old ing , po cket arrangement , etc .) that is adapt ed to the Japanese climate and li festyle .
Fore cast of the future of the market and consumption tr ends
According to experts , the out door ja cket market is expected to grow by an average of 15% per year over the next three years . Among them , the share of domestic brand s such as cam el is expected to increase .
The following factors can be considered in the background :
- Continu ing the out door boom since the Corona dis aster
- Str eng th ening the trend of " C osp as emph asis " among young people
- Inc reas ed trust in domestic brand s
- Quick response to sustainable materials
Parti cular ly note worthy is the strong performance of the " E co Series , " which uses re cyc led materials dep lo yed by Cam el . It is ga ining support from the environment ally conscious consumer group .
New Crit eria for Cho osing Out door Jack ets
Not only traditional brand strength and history , but the following factors are becoming important to the modern consumer :
- Price - to - Per formance R atio (C OS PA)
- Ada pta bility to everyday use
- Environment al Res pect
- Dom esti c support system
The popular ity of cam el jack ets can be said to be the result of such a perfect match for modern consumer needs . The out door ja cket market is expected to be further intensi fied by the competition between international and domestic brand s .