How Will The Global Hot Clothing Market Evolve In 2019? Big Data Gives These Answers...

In the 2019 year of clothing retailing industry, regional disparity is still the dividing line of every market.

In addition, popular colors, popular trends and other elements continue to become the focus of attention of brands and businesses.

Therefore, this paper analyzes the discrepancy of consumers' disposable income, consumption patterns, and differences in pricing of brands, products and markets, revealing the interesting consumer behavior patterns of clothing consumers.

Which industry and social background are affecting your market?

The trend of fashion in different regions may be different, but an invariable factor is the uncertainty surrounding the future of the industry.

Usually, these "X" factors are closely related to the economic and political background.

In Britain, the biggest factor contributing to this situation is Europe.

It is predicted that fashion and retail industry will be one of the most affected industries. The British fashion industry employs over 10000 EU citizens.

In addition, 63% of British fashion designers and 55% of luxury goods manufacturers rely on exports to the EU.

This uncertainty has led to an unstable change in the prices of clothing and footwear in the mass market.

The following table data are used to track the average price fluctuation of new clothing products in the UK during the key European events.

(May 2016 -2019 February)

As can be seen from the above picture, the average price reached its lowest point in June 2017, that is, a year after the European referendum, when the EU and the United Kingdom began negotiations.

The price of new products peaked in October 2018 and November, which was related to the last time limit of the citizens' March and the draft European draft.

Until March 2019, the average price continued to rise.

This shows that retailers are making efforts to use sales to prevent the consumption squeeze caused by the uncertainty brought about by Europe.

Market pricing and consumer habits

For apparel retailing industry, it is also important to understand brand pricing and consumer shopping habits.

Taking the average price of a set of clothes (including shirts, trousers, shoes, handbags and underwear) as an example, the average price in the US market is 487 dollars, Britain is 474 dollars, China is 373 dollars, and India is 148 dollars.

This means that the cost of living and clothing costs in India are much lower than those in other regions.

Specific data are shown below.

According to LiveMint, India's "middle class" refers to the average daily cost of living between 4-6 dollars, which makes most of India's prices less than Zara or Nike's global fast selling brands, which are almost exclusively purchased by India's rich people.

The local prices of these brands also reflect this.

The following example shows that Nike's Epic React Flyknit sneakers are the cheapest in the US.

Compared with other regions, the price of the product is nearly 30% higher than that in China, which is 21% higher than that in India.

This is also the beginning of some sports and leisure brands turning their attention to the India market and those who are willing to pay for expensive products.

How can fashion trends change globally?

The following is a summary of popular colors in the four major markets in the US, Britain, China and India in 2018.

Although these color cards look very similar, they will find that certain popular colors occupy the absolute position of various markets in the autumn of 2018.

Take the Chinese market as an example, the red single products representing happiness and luck accounted for 15% of the total retail sales in the autumn of 2018.

In other areas, red clothing accounts for 10%-11% of total sales.

The main colors of the India market are mustard yellow and golden yellow.

Yellow tone products accounted for 8% of the total sales of clothing in the India market in the autumn of 2018, while sales in other regions accounted for less than 5%.

In printing, as shown below, animal printing became the biggest winner in the autumn of 2018.

Looking at the mass market in the United States and Britain in the autumn of 2018, animal printing became the sign of most of the best sellers, accounting for 8% and 6% respectively in China and the US market.

However, in China, the performance of geometric printing is superior to animal printing, and the related products account for 26% of the market share.

Whether local brands or international brands, the style difference of street clothing is still huge. Slogans, graffiti and brand logo logo are still the mainstream design styles.

In India, flower printing occupies a dominant position, accounting for 18% of total sales, exceeding the modern style of animal printing.