The horn of the peak season promotion in the second half of 2022 is about to sound! The start of the school season, Double 11, Black Friday and various marketing festivals make sellers and friends ready to go. As a popular category of Amazon , the fashion category often changes with the changes in seasons and trends. Therefore, if you want to play with fashion categories, you must keep up with the pace of fashion category updates! The editor has compiled popular fashion categories from three major sites: American, European and Japanese stations for your reference, and we will be a trendsetter in fashion categories!
US site
US site is a traffic highland that many sellers want to overcome. With the changes in seasons and trends, the hot-selling categories of US sites are also somewhat different from the past. Let’s take a look now!
Hot-selling category 1: Women's 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:
What model sells best?
A:
Sweater category: classic simple style, plus a little fashionable and personalized design, such as lace sleeve sweater
legging category: classic style, strong design sense, and comfortable fabric
Jeans category: blue slim style sells best, and styles with ripped design are also popular
Q:
Advantages of Chinese sellers in this category?
A:
Chinese sellers have a strong supply chain, so they launch new products quickly, such as sweaters and sweatshirts: It only takes about 15 days from design to production, and it has a high cost performance and a more fashionable style design. In addition, the rich flower shape and comfortable fabric materials are loved by the majority of women in the United States.
Q:
What are the opportunities for Chinese sellers?
A:
If you want to develop in the long term, it is very important to improve the innovation of the product, reduce the homogeneity of the product, and make more improvements in designing styles and fabrics. For example, legging, as a daily wear item, there is a great demand. It is recommended that sellers deepen their product quality and design, improve cost-effectiveness, and reduce homogeneity. At the same time, they can try different price ranges.
hot products, for example,
1. Sweater/Daily sweater
Sales hot season: spring, autumn and winter
Hot selling style: simple classic style, novel lace sleeve style
Price range: mostly concentrated at US$20-30
Brand concentration: brand sales distribution is scattered, there is no market monopoly tendency
2. Legging
Hot season: Knitted legging is best-selling in all seasons; leather legging is mainly in autumn and winter, and sales in October have significantly increased
Product selling points: cold resistance, plasticity and slimming, with good slimness, 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 terms: leather pants, leggings
3. Casual jeans
sales hot season: best-selling in all seasons, slightly lower in summer
hot-selling styles: casual young and fashionable styles, mainly ripped jeans ; irregular tie-dyed colors; grinding and old, high waist, soft and elastic fabric
Price range: mostly concentrated in the range of 30-40 US dollars
Brand concentration: brand sales distribution is scattered, there is no market monopoly
% Seller case
There are many sellers interviewed by the editor, and the editor interviewed their brand's new strategy and plans to involve the high-end market in the future. Let's take a look at their sharing now:
sweater sweatshirt seller Hella
Many sellers may be focusing on low-price strategies. Our next plan is to improve quality, make some differences in fabrics and styles, add some fashion elements, and make the product fashionable, so that the product can have about 10% room for price increase. We still focus on high cost performance and will try the high-end market. The launch 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 site has been continuously increased.
legging seller Chuck
We continue to steadily launch new products and pay attention to new product development, but the quantity will not increase too much, and we still have to make steady progress. The reason why our brand is currently higher than that of local American sellers is that we focus on quality design and always focus on fabric material control. Compared with previous generation products or similar competitors, our products pay more attention to the selection of fabrics, so we have gained many loyal customers.
jeans seller Johnna
Our main advantage is that our 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 2: Women's pajamas
Pajamas are essential clothing at home. Many people have the habit of changing seasons and changing pajamas. In addition to considering fabrics and comfort in pajamas, what other aspects will American women pay attention to? Let’s take a look at the style of pajamas that are popular among American ladies.
Quick Q&A
Q:
What kind of products do American customers like?
A:
A. Internet celebrity style, or a strong atmosphere style
B. It has a high cost performance and price advantage in the same category. Even if the evaluation is lower, buyers can accept
C. Classic styles, such as classic short-sleeved shorts, long-sleeved trousers, suspender shorts, are all very popular
D. Bags, as can be seen from the comments of many customers, whether it is women's clothing, home nightgowns, pajama pants, etc., buyers prefer pocket styles
E. The fabric is elastic, such as knitted dresses, nightgowns, pajama suits, etc. Because they are more elastic, they can be worn with fat and thinness, so they are also more popular
hot products, such as
1. Pajamas set
Hot sale color: pink black green gray beige
Hot sale size: M L S XL
Hot sale material:
1) Most popular: 95% viscose + 5% spandex
2) Other materials: silk/ polyester , spandex/95% rayon , 5% spandex/all cotton
*Note: viscose is a recycled extract of cotton, commonly known as viscose fiber or viscose fiber, has some characteristics of cotton, such as good hygroscose and good breathability. Spandex is commonly known as Lycra, which is an elastic fiber , which is to increase the elasticity of the fabric.
2. Sleeping and sleeping T
Hot sale color: black long sleeves black white long sleeves white rainbow color
Hot sale size: M L XL S
Successful seller case
Pajama category seller Kian
pajama products have obvious seasonality, relatively short life cycle, and need to rely on new products to continuously promote sales growth, so new products need to be developed and put into production a few months in advance, ready to be put on the shelves and continue to promote, and new products and test models are also needed to be opened at high frequency. At the same time, we must manage redundant inventory and clear stocks and seasonal changes in a timely manner.
Hot-selling category 3: Festival clothing
Speaking of the peak traffic in the second half of the year in the US site, 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 Questions and Answers
Q:
What are the advantages and difficulties of this category at present?
A:
Advantages: stable growth; the product itself is more distinctive, with a high threshold and relatively small competition; the seasonality is very obvious, traditional festivals such as Halloween have large traffic and fast sales; the gross profit margin is slightly higher than casual women's clothing
Difficulties: the total market volume is smaller than other categories, and the capital pressure for stocking before the peak season is high; we must grasp the peak sales season, and once there are unsold products, we must deal with it in time,
1. Children's
Market status: Children's categories are the most popular, with the largest market share
Market prospects: Chinese sellers' prices are concentrated between US$20-30, there are opportunities for price increase
Brand concentration: No monopoly has been formed
2. Women's categories
Market status: Women's categories account for relatively small market share, but the fastest rise
Market prospects: Prices are concentrated above US$30, and profits are considerable
Brand concentration: There are many new buyers, and there has not yet been monopoly
3. Accessories such as hats, masks,
Brand concentration: No monopoly has been formed
Successful seller case
Festival clothing category seller Aimi
In order to cope with the peak season, we will continue to arrange new ones from the end of May to July every year, leaving enough time for logistics and cold starts to welcome the Halloween peak season. From the perspective of opening plans, while deepening the development of small categories that can be developed vertically, gradually building a brand, and also referring to some classic models from local American sellers to improve their product selection.
European site
After reading the US site, continue to look at the European site. The hot-selling categories of European sites are relatively concentrated. This issue takes two categories: women's jeans and women's casual pants in women's bottoms as examples.
Quick Q&A
Q:
Why choose to enter the category of women's jeans/casual pants?
A:
The market demand is large. In the past two years, the number of people who love fitness has increased, so there is a great demand and increase in casual pants and sports pants, and most designs can be sold all seasons, so the seasonality will not be too obvious.
Q:
What is the supply chain of Chinese sellers? What are the advantages?
A:
Chinese sellers often have their own factories or have experience in OEM production, so they have great advantages in quality and price. In addition, some sellers have very stable cooperative suppliers, cost advantages, and reliable orders, and will give priority to them in production guarantees.
Q:
What styles are more popular in Europe in autumn and winter?
A:
basic model, mainly high waist, straight and tight-fitting, the colors are still based on classic models, black, gray and blue.
hot styles, for example,
1. Jeans
sales hot season: mostly four seasons, but mainly show higher sales trends in autumn and winter. Winter is the peak season for the whole year
hot styles: mostly narrow jeans; medium waist and high waist are mostly, which can help better beautify the waistline; mostly zipper styles, some have button styles
fabric selection: need to take into account elasticity and softness and comfort
Color preference: washing blue (light blue), medium gray (light gray), dark blue, black
Market prospects: large market demand, Maintain incremental
Monopoly degree: The 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. Sports casual pants/ yoga pants (outdoor)
sales hot season: Leisure pants are mostly four-season styles, not strong seasonality, and some products with plush thickening have higher sales in winter
Hot selling styles: styles that tend to modify the curve of the legs, mainly high waist; pants are thin and tight, and there is also a loose classic sports style. Straight and closed are hot-selling models.
fabric selection: must be skin-friendly and soft, and have a certain elasticity.
Market prospects: large market demand, maintain incremental every year.
Monopoly degree: many brands, competition is scattered. Price range: mainly between 10 and 50 euros
successful seller case
Jeans seller Delta
Through data analysis on and off the site, we can accurately locate the size of European female consumers, and conduct research and trials on major European markets in Germany and the UK to ensure that the style meets consumer needs. This ensures that the jeans category can maintain a low return rate and high sales growth this spring and summer.
Sports and Casual Pants/Yoga Pants Seller Myra
We focus on women's yoga pants, casual pants, sports pants, etc. The styles are mainly basic styles, high-waisted straight or closed styles. We have our own factory and the product quality is very good. While doing foreign trade, we will also help well-known domestic brands OEMs. We have been making some design models and applying for patents this year.
Japanese site
Japanese site is one of the sites that sellers going overseas cannot miss. Compared with American and European sites, what are the currently popular women's clothing categories on the Japanese site? In this issue, let’s take a look at the category of women’s tops.
hot products, for example,
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, horizontal stripes T-shirts were sold in stores from summer to autumn and winter; in addition, 21 years, the center is on simple horizontal stripes, and the spacing and color changes of horizontal stripes in autumn and winter of 22 years are very important.
2.Short Tops
In the young market in Japan, affected by Korean wave, short tops have been popular products since several quarters ago. In autumn and winter, the layering of shirts, T-shirts, and dresses is also very popular. The main popular colors in autumn and winter of 21 are mainly black, but it is expected that the colors in autumn and winter of 22 will be richer.
Successful seller case
Order Tops category seller Ninel
We are a winter product selection seller in the United States. Last year, we entered the Japanese site and achieved good results, which also allowed us to see the potential of the Japanese site. This year, following the development direction of Japan's station, we clearly felt the growth of women's clothing activities and traffic in Japan, so we have added a women's summer product line, mainly including women's shirts, skirts, etc. The sales of the women's category also exceeded our expectations.
Short Tops category seller Keiran
We expect the total number of new products this year to increase by 65% compared with last year, all of which are women's clothing products, and advertising investment will also increase by 30%. We hope that by exploring the potential of the Japanese market, we can further increase store sales and brand influence.Our new product launch methods in Japan are site advertising + flagship store optimization + DOTD activities. This year, there are many targeted promotional activities for women's themes, such as SCMP (category reveal special). After this type of activity is superimposed with DOTD, there are two traffic portals, which allows us to gain 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.
Amazon Global Store Opening: The upcoming traffic peak in the second half of the year is a marketing node that sellers cannot miss. I hope this article can provide some reference for sellers of fashion categories who want to go abroad for new products, site expansion and precisely. The above is the "tactical analysis" of this issue about the three major websites of American, European and Japanese. If you have any questions or other knowledge points you want to know about this article, please leave a message to the editor~
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