The Temperature Is Still High. Autumn Listing Is Not Popular.

"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 the spring shop, the consumer, Ms. Chan can not help but sigh. Since this month, the newspaper 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 many shopping malls, including knitted sweater, long sleeved sweater, woolen vest and boots. More stores have launched the theme of "autumn" monopoly. In the hall, there are two billboards with autumn leaves as the background. 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. Yang Yang Huatun PBI has introduced long sleeved shirts, knitwear and knitted vests, and the popular brand counters such as Pacific department store, Wan Dian department store, Hualian Union, Moore general store and so on. It also launched the autumn clothing in large numbers. For example, you can see many long sleeved T-shirts and sweaters in the bear's counter, VeroModa's new windbreaker and jackets are the main products; hundreds of good long sleeves shirts, knitwear and cowboy coats are also very noticeable; prich's main yellow knitted sweater is also very 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. The head of the department store told the reporters that at present, the new products of autumn and autumn are mostly footwear brands, such as Jiu Xi, AEE, real poetry and so on. All the brands have new autumn shoes. They can even find boots in the Jiu Xi counters, and the new shoes in autumn are nearly 50%. The ratio is really so high? The head of the department stores explained that the autumn shoes include not only thick boots or shallow shoes, but also shoes and single 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 instead of the sword? According to the investigation by the Shang and Shang Daily reporter, every year the shopping mall will launch the autumn dress in August. The proportion of autumn wear will be about 80% from mid August to early September. 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 the introduction of the "early autumn" theme shopping mall, the other stores are still holding on. The director of the women's clothing department of Yi ddan told the reporter that "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 In the absence of warehouse, 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, the autumn wear of major shopping malls in the market 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. 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 up? What's the sales situation? Liu Xiaojie, who bought it at PRICH, 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. The reporter learned from the department store that the new t-shirts and vest are new in autumn, but they can also be worn in summer. But jackets, sweaters and so on are not so popular.