重点市场女装时尚趋势洞察

2 3 -4,/ 404040401605 6 01 202012020120211700220211700202087045015464151211108768745161412119668 9202124.0%40.1%55.9%2021118.4%15.4%15.7%44.1%6.5%12021396.023.2%24.0%22021324.221.5%40.1%19%15%13%11%8%32021146.655.9%4202126.1%202128.5%11.3%4%20211())49.5% 2017-20212GDP202120205,5005,6005,7005,8005,9006,0006,1006,2006,3006,4006,5006,6006,7006,8006,9007,00040,00041,00042,00043,00044,00045,00046,00047,00048,00049,00050,00051,00052,0002021E2018202020192017()10GDP2019-20221909294969810010210410610811020202022E20212019 1158%42%44%57%29%40%14%54%91%81%60%47%42%20%服装美妆健康食品饮料家居母婴电子/76.1%27.7%26.3% 2017-202115796046074945856536816765506561,2401,2851,2831,2312021201920181,04420172020202012019202020216,56019.3%1253%33%14%20211%+19.3%+18.7%+17.1%202119.3%20211% 20211••2••••0510152025303540455002468101214161820222426283032(%)(%)13 02 15 1784.4%1 2090EditedKaylaMarci119 BMIBMIBMI≥30kg/m210%BMI≥30kg/m241.8%BMI≥30kg/m21N/A<10%10-19.9%20-29.9%≥30%3.4%24.7%21%40.2%41.8%27%21.1%20 217.657.357.578.027.46 223D7.046.987.436.387.403D移动人体扫描工具移动人体扫描工具移动人体扫描工具3D 231 2022Torrid2021TorridDTC2017Torrid40034%6.4017 2012TorridIamTorrid2001Torrid-TorridTorrid10-3090002021Torrid38090%95%2021Torrid9%30%Torrid19%14%67%24 261300200600400700100900500800201820192020201720212016 2781.9%KOL1#BlackGirlMagic#UnfairAndLovelyCaShawnThompson#Instagram 700Facebook Twitter Pax JonesFair and Lovely#Instagram 4.51#MyBlackisBeautifulNyakimGatwech#MyBlackisBeautiful#InstagramFacebookTwitterYouTube 287.307.237.557.117.41KOL 29 FentyBeauty1,160–Savage x FentyFentySavage x Fenty Rihanna Savage x Fenty2.4510001SavagexFentyNatalie GuzmanSavage x FentyAll Skin-tones•Savage x FentyRiannaFentyBeauty•34%FentyBeautyBeautyForAll•Fenty BeautyRihannaPro Filt‘r40•2018Savage X Fenty1150%20221C11.2513.1Fenty BeautySavage x FentyRihanna21.3: 2.Instagram30240250+4021+31150+Savage x Fenty490 LGBT3245%51%/69%70%88.1%56.3%2Tomboy /KOL337.567.317.517.5311 341 TheCraftory,TomboyX...353x2000%2000%20%-30%TomboyXBCorpTheCraftoryB1800The CraftoryTAU430 趋势二: 融合时尚 : AthleticLeisure“Athleisure” 38/82%1AthleisureWorkleisure56%50% 39Y2KY2KYear 2000) 2000199021Y2KY2K54%Y2K1Y2KY2KY2K57.5%1Y2K 4070%68%40%93%73%43%68%48%78%70%80%68%65% 411... 42KOL1E-girlVintageY2K90’s babyE-girl 120226302: 3Lululemon2021年报. Lululemon243“”Athleisure... 趋势三: 时尚可持续 2110%220%4920032019-202356483201920236.8%86%1 465%7.27.27.47.3+2%7.17.57.6-5% 477.37.77.37.2 : 1, 2021. E.g. ...E.g....60%1 : ....49 66%62%63%70%55%51%55%78%78%81%78%63%/// 51$2.8+1,200+40%56+EILEEN FISHEREILEEN FISHER——EILEEN FISHER RefScale··InstagramReformation1Reformation 趋势四: 虚拟时尚 NFT10154AR3D78%VR70%VRVR2Web3.072%12 50%3Amber Jae Slooten, The Fabricant82%NFTAR/VR1AR AR21.3%ARAR6.9%16.3%55.6%ARARAR52.9%57.7%ARAR41.5%AR42.3% 46%48%51%43%53%40%68%68%27%29%59%57%30%39%24%42% Z3555%Z250 1%2Tommy HilfigerRalph Lauren Burberryin-houseGucci VansBalenciagaARARARAR5735% AR 62% 33D AR 40%97%4 : 1. 58GUCCILouis VuittonBurberryOff-whiteBapeAdidasNikeDressXThe FabricantRTFKT1...3D2021ARNFTRobloxAR NFTNFTNFTNFTNFTNFTARARAR123AR4591Z1234 601.51Top1iOS22019.102019.122021.82022.22022.3NFTLV10NFTLVLV 61RTFKTNikeNikelandNikeNike700Nikeland1>38053802Nike——Matt FriendNike : 621.2.3.4. 03 : 1; 202011.2; 20225. 64DTC2019Top53.85%120211802 65 66 67KOLVR 68MetaMeta62%62%93%93%2 2Reels23143214 69KOL1+W A T C HIGTV168.1%61.3%80.6%56.3%30.6%26.3%25.0% Reels701157.7%61.5%57.7%51.9%48.1%010203 71KOLKOL58%58%1KOL286%86%11234Facebook5 72KOL1KOL40%22KOLKOLKOL59.0%KOLKOL50.8%39.3%52.5%37.7% 73Facebook3 74ChicMe2015 ChicMeChicMe2XChicMeMeta...ChicMeMETA123ChicMeFacebookInstagramChicMeChicMeChicMeMessengerMessenger +10.9pt+13.9pt1+16.1%1 75Advantage+ Shopping Campaign4-PopkenFashion2Business-as-usual campaigns80%-Larissa Vichnevetski: 2022 76Advantage+ Shopping Campaign4: 2022 77App-Shein1SHEINAPP, SHEIN 58%115%1Advantage+ App Campaign4 : 78123