Can Jeans Jeans Help Consumers Cool Down?

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They are seeking ways to avoid being abandoned by consumers in hot summer seasons.

Recently, the VF Corp. brand launched a pair of jeans that can cool the wearer and named it "Jade Fusion Line", which was first launched in Hongkong in May this year.

This kind of "cooling" jeans claims to be made of natural materials Taiwan jade and exquisite tannin technology.

Jade has the characteristics of durability and slow heat pfer.

Ancient emperors like jade, not only to highlight their identity, but also to see that this material becomes cooler and slower.

Lee was inspired by it and applied jade to the Jade Fusion series.

In introducing the new process, Lee said that when the cotton wadding was dyed into blue dyed warp and primary yarns, the natural jade particles would be added to the weft and weave tannin cloth with temperature adjustment function.

The layer will bring the steam locked in the fiber to the surface of the denim and accelerate evaporation.

In order to improve comfort, the Jade Fusion series added 21.9% lycra elastic tannin to enhance fabric elasticity and ensure free movement.

Researchers say that this new jade tannin fabric has both the effect of reducing skin temperature and volatile sweat, so that the wearer can enjoy a lasting refreshing feeling.

According to Stephen Dull, group strategy and innovation vice president, following the launch of Hongkong, the series was sold in other parts of China and sold out in seven weeks.

"This is not magic."

Dull said in an interview, "but it will take away the stink, the annoying feeling and the sticky feel of sweaty jeans when you are hot."

In the introduction of the Jing Yu cool series, Lee also introduced a limited edition of male and female version of Jade Fusion Halo.

Its unique jade buttons and leather cards enable people to see them from a large number of jeans at a glance.

It is a part of the five year plan put forward by the company in order to meet the needs of consumers and introduce more innovative products.

According to the plan announced by Eric Wiseman, the director and executive director of the company, in 2015, the sales growth of the two denominated brands of the group, including Wrangler and Lee, was expected to grow at around us $1 billion (about 6 billion 209 million yuan), and the growth rate of overseas market would reach 15%, while Asia was the fastest growing area in the group's overseas market. At the same time, the group also plans to open 700 shops around the world and increase the number of its overseas stores to 1500.

However, it is not easy to accomplish this goal.

Jeans have long left the popular role of 1980s, instead of being replaced by more comfortable yoga pants and leisure sports.

Data from Research Institute NDP Group showed that in the end of December, the American cowboy market had shrunk by 5%, among which Group

Sales of jeans declined by 4%.

Slipped 5%.

It fell by 10%.

Marshal Cohen, chief industry analyst at NDP Group, said that the downtrend of cowboy clothing was mainly due to the fact that denim clothing itself was the product of daily wear. However, in recent years, consumers have been paying more attention to their dress, sportswear and casual trousers have eaten away the share of jeans originally owned, which has also prompted jeans brands including Lee to find ways out of cloth materials and marketing means.

At present, this series of products are only sold in China. In order to promote this series of products, the company has also set up 3D products visual display in public places for consumers to take photos.