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Bingjie fashion brand "offside" to occupy the leading down jacket
After three consecutive years of declining sales growth, many down jacket brands found themselves in a crisis, with the industry seemingly losing its way. Meanwhile, Ice Cream, known for its youthful and trendy image, has emerged as a rising star in recent years. Last year, it doubled its profits and successfully rebranded as a down jacket brand. Now, it's the go-to choice for fashion-conscious 80s and 90s generations.
It is reported that Ice Cream first launched in Beijing’s Xidan Market in 2009. Currently, its daily sales have surged by about 100% compared to the same period last year. In Shanghai’s Manhattan Square, one counter made sales of 1.5 million yuan during a single "day" event. Ice Cream stands out among other down jacket brands due to its fashionable design, launching the first shot of this winter’s down jacket fashion war. This not only brought hope to an industry that had struggled for three years but also showed that with the seasonal clothing market now in full swing, the down jacket sector was reaching a critical point of explosive growth, setting the stage for fierce competition among major players.
Market fluctuations have sounded alarms for the entire industry, pushing down jacket companies to reconsider their strategies and embrace the fashion route. In 2005, Bosideng, the leading down jacket brand, achieved a staggering 2 billion yuan in January sales, with daily sales reaching hundreds of millions. This amazed the entire apparel industry. From 2001 to 2005, the down jacket industry saw an average annual growth rate of 25.6%, while other apparel categories faced various development bottlenecks. It seemed that down jackets had become the last chance for the clothing industry to make big profits.
The huge market potential attracted numerous manufacturers, turning down jackets into one of the most popular products in the apparel sector. Even those without strong brand-building capabilities turned to licensing, and distributors were aggressively seeking down jacket brands. Some retailers who previously sold sweaters or other clothing lines managed to secure partnerships with major brands, landing orders worth hundreds of millions. International names like Pierre Cardin and Valentino also entered the down jacket market. By 2006, it seemed like everyone in the fashion industry was making down jackets.
However, the rush led to overproduction. With a warm winter in 2006, the already overcapacity industry faced even worse conditions. Small and medium-sized down jacket companies were hit hard, forced to sell inventory at rock-bottom prices, triggering a vicious price war. New product development slowed, and by 2007, 70% of companies had disappeared, far exceeding expectations. The overall industry's sales growth slowed significantly, with winter clothing sales increasing by just 5.76% compared to the previous year, a drop of 1.59%.
To avoid the price war, some major players began to shift their strategies. Bosideng, long known for its traditional approach, started focusing on fashion, especially after launching the young and trendy brand "Ice Cream." Other down jacket companies also realized that, with global warming, warmth alone was no longer enough. Fashion, personalization, and differentiation became key. In 2007, the down jacket industry began to transform, embracing the fashion line and looking toward a more sustainable future.