Winter Clothes Are Especially Expensive This Year Under The Financial Crisis.

"December has passed most of the past, but sales of winter clothing only completed 40% of the target, and the remaining 60% sales should be completed within a week."

Yesterday, a clothing brand said.

This year, sales of winter clothing are under double pressure. The customers' expectations of the economy will directly affect the sales volume of winter clothing in the shopping mall.

Sales have not improved since December, and the fate is not the same. Because of the relationship between the cost of raw materials and the exchange rate, the winter clothing priced at the beginning of the year is the most expensive one in recent years. At present, many brands are facing a serious backlog of inventory, and the brands are planning to clear the goods ahead of schedule.

This year, the price of winter clothes in the shopping mall is the most expensive. In a brand shop in a shopping mall in Hangzhou, the price of a down jacket of general price last year was generally around 5800 yuan, and this year it has risen to more than 7000 yuan, and the retail price has increased by more than 20%.

"Where are there more than 5000 yuan down coats in our counter this year?

I can't find it at all. "

Miss counter said.

And in another Han brand brand counter, the basic color, no embroidered pattern coat, the price in the past year generally around 1200 yuan, this year's price basically in 1500 yuan -1600 yuan, the increase of 25%-30%.

Visitors to shopping mall generally feel that this year's winter clothing is not more expensive than in previous years.

Although some brands are not international second tier brands, the price is already in line with the international standard, often at three thousand or four thousand yuan.

Under such a "parity effect", many brands will lose their appeal unless they take part in the "full reduction" activity in the shopping mall.

Why is it so expensive this winter? Everyone knows that the financial crisis has swept the globe. When European and American brands are cutting their prices, are domestic brands still ignoring the crisis and setting high prices?

I am afraid that is not the case either.

Most of the imported winter clothes have been placed in order this spring and summer or even earlier. During that time, sales increased very large during the May 1 period. No one expected the situation in the second half of this year to be so bad.

At that time, oil prices were also high, raw material costs were very high, and because of the good expectations for the second half of the year, many brands even considered opening up stores and greatly increasing orders. As a result, the market suddenly shifted, and the amount of orders that had been planned increased suddenly became stock.

Take some European brands, for example, at the beginning of the settlement according to the euro price, I did not expect the euro to drop so much, but when it was sold in the domestic market, it could only be converted into RMB at the original exchange rate. Therefore, although European products were on sale, many importing brand agents refused to cut prices because of the higher cost of the order.

Yesterday, Hangzhou has finally cooled down. This is a good news for the clothing brand. Yesterday, it is good news for the clothing brand. The sudden drop of temperature can make the winter clothes warm. It means that the sales of winter clothing will be better than that of last week. The sales of many brands yesterday increased by around 50%, but this is only compared with last week's data. If compared with the same period last year, it is only flat.

According to the analysis of the industry, because of the reduction of consumption plan, local guests in Hangzhou began to "smarter consumption" and wrapped up their necessities only. However, since December, visitors to Hangzhou have decreased significantly, especially in some shopping malls near West Lake. This is especially evident. The consumption of tourists in this area has decreased significantly, so although most stores think there will be several waves of consumption before the new year, they will never be as crazy as they were last year.

However, there may be good news for consumers. That is because the price of spring and summer clothing will definitely be lowered next year. After all, whether it is from the cost of raw materials or exchange rate, it is at a low point now.

Yang Jing: editor in charge