The horn of the peak season promotion in the second half of 2022 will be sounded immediately! The opening season, Double 11, Black Friday and various marketing festivals have made sellers and friends gear up. Fashion category is one of the most popular categories on Amazon. Hot-selling items often change with the seasons and fashion trends, so if you want to play fashion categories, you must keep up with the rhythm of fashion category updates! The editor has sorted out the popular fashion categories of the three major sites in the United States, Europe, and Japan for your reference, and let's make fashion trends together!
American Station
The US station is a traffic highland that many sellers want to conquer. With the change of seasons and fashion trends, the hot-selling categories of the US station are also somewhat different from the past. Let's take a look!
Hot-selling category 1: Ladies casual wear
The editor found a senior seller on the US site to understand the market situation of women's casual wear, and asked them three common questions:
Quick question and answer
Q: Which model sells the best?
A: Sweaters: classic and simple models, plus a little fashionable and personalized design, such as lace sleeve sweaters
Legging category: classic style, strong sense of design, comfortable fabric style
Jeans: Blue slim fit is the best seller, and styles with ripped holes are also more popular
Q: What are the advantages of Chinese sellers in this category?
A: The supply chain of Chinese sellers is strong, so the new products are fast, such as sweaters and sweaters: it only takes about 15 days from design to production, and the cost performance is high, and the style design is more fashionable. In addition to the rich patterns and comfortable fabrics, it is liked by the majority of women in the United States.
Q: What are the opportunities for Chinese sellers?
A: For long-term development, it is very important to improve the innovation of products, reduce the homogeneity of products, and make more improvements in design styles and fabrics. For example, legging is in great demand as a daily wear item. It is recommended that sellers deepen product quality and design, improve cost performance, reduce homogeneity, and try different price ranges.
Examples of explosions
1. Sweater/Daily Sweater
Hot sales season: spring, autumn, winter
Best selling styles: simple classic style, innovative lace sleeve style
Price range: mostly concentrated in 20-30 dollars
Brand concentration: The distribution of brand sales is scattered, and there is no tendency to monopolize the market
2. Legging class
Hot sales season: Knitted legging sells well in four seasons; leather legging is mainly in autumn and winter, and sales in October increased significantly
Product selling point: cold resistance, plasticity and slimming, good self-cultivation effect, versatile, high waist, elastic and more comfortable
Price range: mostly in the range of 15-20 US dollars, 20-30 US dollars
Top hot search words: leather pants, leggings
3. Casual jeans
Hot sales season: best-selling in all seasons, slightly lower in summer
Best-selling styles: casual young fashion, mainly ripped jeans; irregular tie-dye patterns; worn white and worn, high waist, soft and stretchy fabric
Price range: mostly concentrated in the $30-40 range
Brand concentration: the distribution of brand sales is scattered, and there is no tendency to monopolize the market
Successful seller case
Among the sellers interviewed by the editor, there are many leaders in various categories. The editor interviewed their brand new strategy and whether they will involve the high-end market in the future. Let’s take a look at their sharing:
Sweater and sweater category seller Hella
Many sellers may be focusing on low-price strategies. Our next plan is to improve the quality, make some differences in fabrics and patterns, add some fashion elements, and make the products fashionable, so that the products can have a price increase of about 10%. . We still focus on high cost performance, and will try the high-end market at the same time. The speed of new products this year is faster than last year, and through refined operations, the innovation of products has been gradually improved, and the promotion outside the station has continued to increase.
legging seller Chuck
We continue to introduce new products steadily and pay attention to the development of new products, but there will not be too many in quantity, so we still have to play steadily. At present, the reason why our brand is higher than that of local sellers in the United States is that we focus on quality design and always focus on fabric material control. Compared with the previous generation products or similar competing products, our products pay more attention to the selection of fabrics, so we have gained many loyal customers.
Jeans seller Johna
Our main advantage is that the supply chain is very strong. Through the combination of "own factory + cooperative factory", we can achieve a faster speed of new products, and there are new models every month on average.
Hot-selling category two: women's pajamas
Pajamas are essential clothing at home. Many people have the habit of changing pajamas during the season. In addition to considering the fabric and comfort of pajamas, what aspects do American women pay attention to? Check out the most popular pajama styles for women in America right now.
Quick question and answer
Q: What kind of products do American customers like?
A: A. Internet celebrity models, or models with a strong sense of atmosphere
B. Cost-effective, single product with price advantage in similar items, even if the evaluation is lower, buyers can accept it
C. Classic styles, such as classic short-sleeved shorts, long-sleeved trousers, suspender shorts, are all very popular
D. There are pockets. From the comments of many customers, it can be seen that whether it is women's clothing, or home nightdresses, pajamas, etc., buyers prefer styles with pockets
E. The fabric is elastic, such as knitted dresses, nightdresses, pajamas suits, etc. Because the elasticity is large, it can be worn by fat and thin, so it is also more popular
Examples of explosions
1. Pajama set
Hot selling color: pink>black>green>grey>beige
Hot sale size: M > L > S > XL
Hot selling material:
1) Most Popular: 95% Viscose + 5% Spandex
2) Other materials: silk/polyester, spandex/95% rayon, 5% spandex/cotton
*Note: Viscose fiber is a regenerated extract of cotton, commonly known as viscose fiber or viscose fiber, and has some characteristics of cotton, such as good hygroscopicity and good air permeability. Spandex, commonly known as Lycra, is an elastic fiber that increases the elasticity of the fabric.
2. Nightgown and sleeping T
Hot Sale Colors: Black>Long Sleeve Black>White>Long Sleeve White>Rainbow
Hot sale size: M > L > XL > S
Successful seller case
Pajama category seller Kian
The seasonality of pajamas products is obvious, and the life cycle is relatively short. It needs to rely on new products to continuously promote sales growth. Therefore, it is necessary to develop new products several months in advance, put them into production, prepare for the shelves and continue to promote them, and it also requires high-frequency new products and testing. payment. At the same time, it is necessary to do a good job in the management of redundant inventory, and timely clear the warehouse and change the season.
Hot-selling category three: holiday clothing
When it comes to the traffic peak in the second half of the US station, we have to mention various festivals. Halloween, Christmas, and Thanksgiving are very popular festivals in the United States, so it is very important to seize these festival nodes.
Quick question and answer
Q: What do you think are the advantages and difficulties of this category?
A: Advantages: stable growth; the product itself is more distinctive, the threshold is higher, and the competition is relatively small; the seasonality is very obvious, traditional festivals such as Halloween have large traffic and fast sales; the gross profit margin is slightly higher than that of casual women's clothing
Difficulties: The total market volume is smaller than other categories, and there is great pressure on stocking funds before the peak season; it is necessary to grasp the peak sales season and deal with unsalable products in time once they appear
Examples of explosions
1. Children's
Market Status: Children's category is the most popular, with the largest market share
Market prospects: Chinese sellers' prices are concentrated at US$20-30, and there are opportunities for price increases
Brand concentration: no monopoly yet formed
2. Ladies class
Market status: The women's market has a relatively small proportion, but the growth rate is the fastest
Market prospects: the price is concentrated above 30 US dollars, and the profit is considerable
Brand concentration: there are many new buyers, and no monopoly has yet formed
3. Hats, masks and other accessories
Brand concentration: no monopoly yet formed
Successful seller case
Festival clothing category seller Aimi
In order to cope with the peak season, we will continue to arrange new products from the end of May to July every year, allowing sufficient time for logistics and cold start to meet the Halloween peak season. From the point of view of the opening plan, while deeply cultivating small categories that can be developed vertically, gradually build a brand, and at the same time, it will also refer to the classic models of some local American sellers to improve its selection.
Europe station
After reading the US site, continue to look at the European site. The hot-selling categories on European sites are relatively concentrated. In this issue, women's jeans and women's casual pants are taken as examples.
Quick question and answer
Q: Why did you choose to enter the women's jeans/casual pants category?
A: The market demand is huge. Affected by the epidemic in the past two years, the number of people who like fitness has increased. Therefore, there is a great demand and increase in casual pants and sports pants. Most of the designs can be sold in all seasons, and the seasonality is not too obvious.
Q: How about the supply chain of Chinese sellers? What are the advantages?
A: Chinese sellers often have their own factories, or have OEM experience for big brands, so they have great advantages in quality and price. In addition, some sellers have very stable cooperative suppliers, with cost advantages and reliable orders. They will also be given priority in terms of production guarantees.
Q: Which styles are more popular in Europe in autumn and winter?
A: Basic models, mainly high-waisted, both straight and tight-fitting, and the colors are still classic, black, gray, and blue.
Examples of explosions
1. Jeans
Hot sales season: Most of the four-season models show higher sales trends in autumn and winter, and winter is the peak sales season throughout the year
Best-selling styles: mostly narrow jeans; mostly mid-waist and high-waist, which can help better beautify the waistline; mostly zipper styles, some with buttons
Fabric selection: need to take into account elasticity and softness and comfort
Color preference: washed blue (light blue), medium gray (light gray), dark blue, black mainly
Market prospects: The market demand is large, and the increase is maintained every year
Degree of monopoly: top brands have a certain degree of monopoly on the market, and Chinese sellers mainly have price advantages
Price range: mainly between 30 and 50 euros
2. Athletic pants/yoga pants (outdoor)
Hot sales season: casual pants and sports pants are mostly four-season styles, and the seasonality is not strong. Some products with fleece and thickening have higher sales in winter
Best-selling styles: I prefer styles that can modify the curve of the legs, mainly high-waisted; trousers are more popular for thin, tight-fitting, and loose-fitting classic sports styles. Straight and closed are popular. payment
Fabric selection: must be skin-friendly, soft and elastic
Market prospects: The market demand is large, and the increase is maintained every year
Degree of monopoly: numerous brands, fragmented competition
Price range: mainly between 10 and 50 euros
Successful seller case
Jeans seller Delta
Through data analysis inside and outside the station, we can accurately locate the size of European female consumers, and conduct research and trial models in Germany and the United Kingdom, the main European markets, to ensure that the styles meet the needs of consumers, which ensures that the jeans category in spring and summer this year can remain relatively high. Low return rates and high sales growth.
Sports Lounge Pants/Yoga Pants Seller Myra
We mainly focus on women's yoga pants, casual pants, sports pants, etc. The styles are mainly basic styles, high-waisted straight or closed. We have our own factory, and the quality of the products is very good. While doing foreign trade, we will also help domestic Well-known brand OEM, and has been making some designs and applying for patents this year.
Japan Station
The Japanese station is one of the must-see sites for overseas sellers. Compared with the American and European stations, what are the hot-selling women's clothing categories in the Japanese station? In this issue, let's take a look at the women's tops category.
Examples of explosions
1. Order Tops
In the past, horizontal stripes were mainly launched in spring and summer, and rarely appeared in autumn and winter. In the autumn and winter of 21, the sales of horizontal striped T-shirts in stores continued from summer to autumn and winter; in addition, in 2021, simple horizontal stripes were used. The center, and the change of the horizontal stripe spacing and color in the autumn and winter of 2022 is very important.
2. Short Tops
In Japan's young market, under the influence of Hallyu, cropped tops have been a hot commodity since several seasons ago. In autumn and winter, the stacking of shirts, T-shirts, and dresses is also very popular. The main popular color in autumn and winter of 21 is black, but it is expected that the colors of autumn and winter of 2022 will be more abundant.
Successful seller case
Order Tops category seller Ninel
We are a winter selection seller in the United States, and we achieved good results in Japan last year, which also allowed us to see the potential of Japan. Following the development direction of Japan Station this year, it is obvious that women's clothing activities and traffic in Japan Station have increased, so we have added women's summer product lines, mainly including women's shirts, skirts, etc. The sales of women's categories also exceeded our expectations.
Keiran, seller in the Short Tops category
We expect that the total new volume this year will increase by 65% compared to last year, all of which are women's clothing products, and advertising investment will also increase by 30%. We hope that by tapping the potential of the Japanese market, we can further increase store sales and enhance brand influence. We generally launch new products in Japan by means of on-site advertising + flagship store optimization + DOTD activities. This year, there are many targeted promotion activities for women's themes, such as SCMP (special series of category exposure), and there are two traffic entrances after such activities are superimposed with DOTD. give us more exposure. And before the event, the manager will also provide a lot of listing optimization suggestions. As our exposure increases, the conversion rate also increases.
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