Middle-aged and elderly clothing market: the size becomes a problem

The most commonly heard complaint is: "My mother's clothes are not easy to buy. Basically, I only have to buy them if I can meet the size she can wear. I don't even think about it." The 200-year-old middle-aged building is the smallest detail that you don’t need to worry about. A 50-year-old lady who is not tall enough has just bought a collarless top with bright pink and black silk thread. She is going to attend her daughter's wedding next month. Next to a full-bodied aunt, she looks very hot, but a bit Worried about not wearing it, unexpectedly the waiter took out a XXXXL code, bust 110cm, she needs a small code to be appropriate!

I thought that the middle-aged and the elderly were older and would like plain and solid clothing, but after some understanding, they found that most clothes in the clothing store are now colorful, such as red, purple, brown and blue. , beige and so on. In contrast, the proportions of colors that were formerly middle-aged and elderly, such as black and gray, accounted for only a small proportion. According to Zhao Xiaojie, manager of the knitting industry on the first floor of the 200th building, a clear trend is that young people wear elegant clothes and middle-aged and old people are relatively fancy. In their store, some color jumper and big flower pattern sweaters are very popular, and the bigger the size is, the more popular they are, and the more popular they are because they look "spiritual!"

According to a data from the apparel industry, in 2013, middle-aged and older fashion designers became the new hot spots, and demand increased by 7.6% compared with the previous year.

The increase in the demand for middle-aged and older fashion design talents is influenced by market trends. The proportion of middle-aged and old-aged clothing in the number of all clothing sales products is relatively small, but the middle-aged and old consumers market has unlimited potential. In 2013, the number of elderly people in China will exceed 200 million. The aging population will continue to grow in the future, and their consumption demand will also increase. At present, the output value of China's aging industry is about 1,000 billion yuan, of which only elderly clothing has a consumption potential of at least 200 billion yuan each year. Due to the lack of more attention and understanding of the demand, the export of consumer goods could not be released. In the future, the middle and old-aged clothing market still has enormous potential for development, and middle-aged and older clothing designers will also be affected, and demand will continue to heat up.

In addition to more brands, middle-aged and older people also pay more attention to certain family-friendly details such as sleeve-length, pants-length, weight-for-skin, and other factory-return processing services.

Senior clothing purchasing manager Yang Shu: The demand for the pursuit of beauty should not be overlooked Our procurement can go to the market and we can find that there are many problems in the current middle and old-aged clothing design. The same size if the brand is different, the size is very different, some simply do not have the right size, and then the quality of the fabric does not matter. These two points are precisely the focus of middle and old-aged clothing design.

Some people proposed that the concept of middle and old-aged clothing and young people's clothing design can be blurred, and only distinguish from the number. In this regard, we do not dare to agree that these people do professional clothing market. Yes, the middle and old-aged clothes in developed countries are relatively novel and the elderly like young people's clothes. However, from the aspect of plate type, young people and middle-aged and old people are different in physiology and psychology, and the focus of functional design should also be different. The proportion of middle-aged and elderly consumers in the total number of people in the society is increasing, and their needs in dressing up should not be ignored. With the development of society, the interpersonal communication and various leisure and entertainment activities of the middle-aged and the elderly have become rich and colorful. Pursuing taste and fashion will become the new theme for middle and old-aged people to buy clothing. As for the requirements of apparel fabrics, the texture is strong, soft to the touch, easy to wear and easy to wash, etc. are also basic needs of the elderly in clothing. In the aspect of brand purchase and investment promotion, we generally select a brand with professional middle-aged and old fashion design ability, and firmly grasp the current requirements of the middle-aged and elderly people on the texture, color, workmanship and style of the clothing.

Designer Han Li: It is not a simple size to enlarge. Women in their fifties and sixties are in need of fashion colors and love fashion, and this group will continue to grow. Therefore, the market potential of middle-aged and older women is huge. However, at present, there are only a few full-time middle-aged and old-aged fashion designers in China. Many designers mainly focus on clothing designs targeting young people, taking into account middle-aged and older clothing designs. The cost of hiring a professional middle-aged and older clothing designer is high, and most of the companies have caused serious similarities in clothing models in order to save costs. Therefore, the space for truly satisfying consumers' choice of suitable middle-aged and older clothing is very small.

Physiological and psychological characteristics have a specific influence on the selection of clothing for the middle-aged and the elderly. A good design must have accurate and wide range of standard numbers as a reference. These all require professional clothing designers to design in combination with human structure. It is by no means simple to enlarge the size of a certain part. For example, in terms of girth, in general, the relationship between women's body shape and age is the largest. With age, women who marry and have children will generally grow waistline, and even have a negative thoracolumbar difference. In terms of length, due to middle-aged people Loss of bone composition, height will have a corresponding reduction, the shape of the bone will also change, for example, because of the deformation of the spine, there is a "negative" posture with a hunched, stooped, thoracic, and anterior neck flexion. Only by grasping the law of changes in middle-aged and old people, and surveying and studying the size of middle-aged and old people can we design products that are suitable for them.