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Fabric manufacturers and apparel brands, who is driving the "out of the circle" of technological fabrics and apparel?
When more girls showed up wearing Lululemon in the office, on the subway, or on the street, the clothes started to go out of the loop.
In China, new consumer brands that are aware of this trend are emerging one after another. From bananas for sun protection to Maia active for sports series, clothing brands that emphasize functionality are no longer niche and become part of everyday clothing. This issue of BrightTalk invited IFL (Fabric Lab) founder Qi Peng (David), from the perspective of practitioners, he talked about the current situation of the overall functional clothing in China and his insights into the future.
In the sharing, Qi Peng's views can be summarized as follows:
1. In the world, Gore-Tex is the most well-known fabric for outdoor fabrics . In addition, Toray's Dermizax and Mitsui's Pertex are also well-known. In general, outdoor apparel has three solutions: shell, warmth and protection. .
2. The premise of the large-scale use of technical fabrics is that there must be a group of clothing companies with brand power in China . Otherwise, it will be difficult to use technical fabrics in terms of cost structure due to less room for brand price increase. Compared with brands, fabric companies are currently the dominant players.
3. Some domestic outdoor brands have launched self-developed fabrics after they have grown bigger. Most of this move is also to reduce procurement costs . The cost of relatively expensive external brand fabrics can be reduced to half.
4. From the perspective of the model, most domestic clothing companies, including low-end outdoor brands, are in the fast fashion model . The procurement determines the use of fabrics, and the procurement mainly depends on the cost. The fast fashion model is essentially a retailer that pays attention to the efficiency of turnover and circulation.
5. The application of the fabric itself is very mature , so IFL mainly expands the use of fabrics around commuting scenarios and outdoor niche sports. Compared with fast fashion, IFL tends to be a brand company and drive growth through iterative products.
6. At present, 80% of IFL's users aged 26-36 are women. The brand's insight into female users is that female consumers will not pursue the ultimate performance in terms of functions, but will have more comfort and additional design requirements for functions. many.
7. IFL's popular products are mainly used in urban outdoor and niche sports scenes. The epidemic has promoted everyone's love for suburban outdoor. This trend is irreversible and is gradually increasing.
8. Big-name fabrics are interested in being able to point out which products their fabrics can play in, because they also want to expand the application scenarios of fabrics.
9. In the future, there will be more and more domestic brands relying on hard technology to build their own brands. The core of IFL is to focus on fabrics. By using super-matched fabrics at the same price, it will highlight the cost-effectiveness. This is also a common style of play for domestic brands.
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