What specific requirements do consumers have for the functionality and fashion of autumn and winter clothing?

Consumers' needs for the function and fashion of autumn and winter clothes are gradually diversifying, which is reflected in the following aspects:

1.  Functional needs

1.1 Keeps warm

In the cold autumn and winter, warmth is the most fundamental need of consumers. Many brands have launched "far-infrared heat storage" and "volcanic rock heat storage" new material clothes, improve the warm effect. Such technology enhances not only the warmth of clothes but also the wearing experience.

1.2 Waterproof breathable

Consumers' needs for waterproof-breathable clothing are also growing, especially in changeable weather. Consumers in southern regions show more interest in the Waterproof-antibacterial feature, while Anti-static and breathable features are favored by the northern region consumers.

1.3 Dirty and easy to care

Accelerated lifestyles have meant that besides wanting their garments to be beautiful, consumers also want them to be resistant to dirt and easy to clean. This has made brands consider at design stages whether a material is resistant to stains and can be easily cared for.

1.4 Intelligent Temperature Control

Smart temperature-controlled wear, however, is the latest market requirement for functional garments. Such garments can automatically adjust the internal temperature based on changes in the outside temperature and the activity status of the wearer for comfort.

2. Fashion requirements

2.1 Personalization and diversification

Consumers are increasingly inclined toward the selection of an outfit that portrays or brings out their personality. Brands meet this demand through the provision of personalized customization services and diversified designs, especially among young consumers.

2.2 Hot styles

According to market research, popular styles in this autumn and winter include "healing elegance", "quiet luxury new Chinese style", "mysterious ambition", etc. These styles reflect not only fashion trends but also consumers' life concepts and emotional needs.

2.3 Price-quality ratio

Consumers have paid more and more attention to choosing autumn and winter clothes based on the "price-quality ratio." In this trend, they hope to get a reasonable price while the quality of the clothes should be guaranteed. This trend has prompted brands to pay more attention to cost-effectiveness in design and material selection.

Summary

In general, consumers' needs for the functionality and fashion of autumn and winter clothes have shown a diversified trend. They wish for the basic functions of keeping warm and comfortable when wearing the clothes, while they also want the external appearance to reflect personality and fashion. For that reason, brands should make continuous innovations in design and marketing strategies to meet these changing needs.