"Autumn" Although The Temperature Is Still High, Autumn Is The Morning Frame.

"In such a hot day, how did the mall start selling woolen vests? It was sweating when I saw it." In the third floor of Ito's Yang Hua Tang Chun Xi shop, Ms. Chan could not help sending such a sigh. Since this month, the Chengdu Commercial Daily has received many readers' inquiries about why autumn clothes are so early in the morning.

What is most puzzling to you is that the weather is still so hot. Why did the mall start selling autumn clothes? Indeed, although the autumn of August 7th, the temperature is still high, and the heat is getting panic. But at this time, we can find autumn clothes in all the shopping malls in Chengdu. There are many knitwear, long sleeved sweaters, woollen vests and boots. More stores have launched the theme of "autumn" monopoly. Ito's Yang waitun hangs a billboard with the autumn leaf as the background, which says "early autumn" two words, so that people can't help asking what the purpose of shopping arcade is. With questions, the reporter visited several department stores in Chengdu. The unanimous answer is that, according to the usual practice, August is the time for autumn clothing. However, this year the weather is relatively hot, and autumn clothes and hot summer are particularly disharmonious, which has caused consumers' doubts.

Shopping in autumn has generally been 20%.

Most shopping malls have not started playing the "autumn card" yet, but the autumn clothes of the brand counters have been quietly hanging up. Women wear long sleeved T-shirts and knitted sweaters, and men's shirts and coats are the most common. Ito, PBI, launched a long sleeved shirt, knitted sweater and knitted vest, Pacific department store, million Department stores, Beijing Hualian, Moore department stores and other shopping malls, popular brand counters also launched a large autumn clothing, such as in the bear bear counters can see a lot of long sleeved T-shirts, sweaters; VeroModa's new windbreaker and coat become its main products; hundreds of good counters long sleeved shirts, knitwear, and cowboy coats are also very eye-catching; prich main yellow T-shirt is also particularly conspicuous; jackjones autumn coat is also a large number of shelves. According to rough statistics, the proportion of autumn wear in most stores has exceeded 20%.

In addition to clothing, the autumn market of footwear has also been opened. Wangfujing department store responsible person told the Chengdu Business Daily reporter, at present, Wangfujing new products in autumn are mostly footwear brands, such as Jiu Xi, Staccato, AEE, real poetry and other brands have new autumn shoes launched, in the Jiu Xi counters can even find boots, and the autumn new shoes nearly 50%. The ratio is really so high? The head of the Wangfujing Department explains that the autumn shoes include not only thick boots or shallow shoes, but also Rome shoes and single leather shoes. The appearance may not be very different from the summer shoes, but they are all injected into the new design concept that matches the autumn match.

The temperature will not drop.

Although "autumn", but the temperature significance of the autumn is not yet, and the autumn tiger is threatening, I am afraid it will not cool at one thirty. Is it that shopping malls do not take into account the needs of consumers? Do they want to go on the autumn dress? The Chengdu Business Daily reporter has learned that every year in August, the market will begin to introduce autumn clothes. From mid August to early September, the proportion of autumn clothes will be about 80%. At this point, close to the National Day holiday, but also for consumers shopping gold period to do a good job in the season. Therefore, regardless of the temperature drop and fall, autumn clothes should be on.

But the speed of autumn clothes and the theme of autumn activities must be decided according to the actual weather. At present, apart from Ito's new shopping mall, the rest of the store is still holding on. The director of the women's clothing department of Yi ddan told the Chengdu business daily, "according to convention, the autumn dress will be launched every August. But this year's temperature changes are relatively large, and the time to launch the autumn clothing is still dependent on the specific circumstances. " At the same time, she told reporters, "autumn dress time and brand manufacturers have a great relationship. Such as field brand If there is no warehouse in Chengdu, they will launch autumn clothes ahead of time to meet customers' shopping needs when the weather changes suddenly. More importantly, the purpose of the early launch of autumn clothing is to lead the fashion, so that consumers can get ahead of the next season's focus. {page_break}

　　　 Autumn dress Listing is not favored.

Since mid July, autumn shopping in major shopping malls in Wenzhou has also been listed. Most of them are sold at the original price. Only a small discount can be made with the VIP card. At the edge of a fashion dress, two girls tried the long sleeved shirts that just appeared on the market. Finally, they chose two 50 percent off summer wear. The shop assistant said, "many people are still looking at the autumn clothes or looking around. Look at this year's popularity.

Turn your eyes to Shaoxing. Enter clothing At the counter, the new listing of autumn clothes and the discount signs for summer wear are coming. The reporter walked away. Only " Clothes and love "Jackjones" and other brand stores found that autumn clothing accounted for more than half, while autumn sales accounted for about 40% of total sales. "To buy autumn clothes are mainly young fashions and college students who want to go to school." A salesperson said.

There are only a few pieces of "jasonwood" in Guo Shang mansion. Autumn dress Hanging on a hanger. Shopkeeper Huang Guojuan said they plan to enter the autumn market in late August. "At that time, it was mainly aimed at college students who wanted to go out to study."

　 Consumer theory

buy Autumn dress Too early

How did the sale of autumn clothes go on? How about the sale? Liu Xiaojie, who bought the PRICH counters in Wangfujing, said, "it's too early to buy autumn clothes. I think it's summer. If I buy a knitted sweater to go home, my mother will be nagging." His friend also added, "autumn clothes as new products are generally not discounted. But summer wear is a discount, and you can do some classic clothes at this time, not only for some time, but also for the autumn.

It seems that autumn clothing is still a little early for most consumers. Chengdu Business Daily reporter learned from Wangfujing department stores, such as the new T-shirt, vest and so on, although it is a new autumn style, but it can also be worn in summer. But jackets, sweaters and so on are not so popular.